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the noodle house Earns Superbrand Status


Domestically Grown Brand to Expand Around the World by 2012

Dubai, 15 December 2011: the noodle house, the flagship brand of Jumeirah Restaurants LLC serving cuisines from South-East Asia, today announced it has been awarded Superbrand status for 2012.

The Superbrand status is assigned to a company or a brand based on market dominance,quality, trust, longevity, goodwill, customer loyalty and market acceptance. The Superbrands organisation, which began in 1994 and analyses the history and strength of different brands inover 87 countries, is universally commended for being an arbiter of branding excellence.

The noodle house was voted a Superbrand by the Superbrands Council which consists of eminent industry figures including Her Excellency Sheikha Lubna Bint Khalid Al Qasimi, Minister of Foreign Trade, Colm McLoughlin, Managing Director of Dubai Duty Free, and Laila Sohail,CEO, Dubai Events and Promotions Establishment.

Phil Broad, Managing Director of Jumeirah Restaurants LLC, said: “We are extremely proud to be awarded the Superbrand status for 2012. This achievement reflects our hard work and continuous efforts towards developing the noodle house brand in the course of the past ten years. It is a great honour to be recognized by an international award-giving body for achieving high standards of excellence and quality services.”

Starting out as a home-grown brand in 2002, today the noodle house is operational in 21 outlets across eight countries with additional outlets in the pipeline. This year, Jumeirah RestaurantsLLC signed agreements to open the noodle house in three more countries in 2012 – Russia, Lebanon and Bahrain. This expansion will see the noodle house operational in a number of countries around the world by the end of 2012.

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About the noodle house:

The first brand to be developed by Jumeirah Group‟s dedicated restaurant division, the noodle house is a popular casual dining restaurant serving a South East Asian cuisine in an informal yet stylish setting.

Established in 2002, it provides a vibrant casual atmosphere where chefs prepare aromatic dishes within minutes over an open flame and in full view of the guests. The noodle house is also light years away from the standard concept of "fast food" and boasts remarkably knowledgeable and enthusiastic waiters.

In addition to its current six locations in Dubai (Jumeirah Emirates Towers, Madinat Jumeirah, Burjuman, DIFC,Gloria Hotel and Clover Creek Hotel and Apartments), the noodle house also operates under franchise agreements inAbu Dhabi (Al Wadha Mall, Souk Qaryat Al Beri), Muscat (Muscat City Centre), Doha (City Centre Mall, The Pearland The Landmark Mall), Kuwait (Olympia Mall), Riyadh (Centria Mall), Limassol (Agiou Andreou Street), and Lahore (Hotel One).

A home delivery service covering most of Dubai, the noodle house deploys cars to serve piping hot South East Asian cuisine, which ensures the safety of colleagues as well as the quality of the customer's order.

Weaving together diverse elements, the noodle house aims to bridge the gap between fine dining and affordable fast food. From fashion-conscious youths to large groups of friends and families, it serves as a welcoming destination fora leisurely get-together.

For further information please visit www.thenoodlehouse.comFor home delivery service please call 800-NOODLE (800-666353)

About Jumeirah Restaurants LLC

Jumeirah Restaurants LLC is the branded restaurant division of Jumeirah Group, the Dubai-based hospitalitycompany and a member of Dubai Holding.

Jumeirah Restaurants is tasked with setting up and licensing innovative and successful casual dining concepts to its international network of partners. The noodle house was the first restaurant brand to be developed and is the flagship of Jumeirah Restaurants with licence agreements already signed in eleven countries globally. It is predicted to grow exponentially in both popularity and presence over the coming years. The company also has the rights to develop anumber of brands from the Caprice Holdings group across the Middle East and North Africa. This stable includes world famous restaurants and clubs such as Rivington Grill, Scott's, Annabel's and The Ivy. Other concepts which have been developed by Jumeirah Restaurants include Urbano, Sana Bonta, AllFreshCo, Rice + Spice and The Flaming Revolution.


For Further Information, please contact:

Nermine Afiouni
APCO Worldwide
(Jiwin Public Relations)
Phone: +971-4-3692925
Fax: +971-4-3688001
Email: nafiouni@apcoworldwide.com


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