The noodle house: Agreement signed for Moroccan expansion


Jumeirah Restaurants LLC has signed a licensing agreement with EKY Asian Cuisine SRL that will take the noodle house to Morocco.

Dubai, 24 April, 2012: Jumeirah Restaurants LLC, the dedicated branded restaurant division within the Jumeirah Group, today announced it has signed a licensing agreement with EKY Asian Cuisine SRL that will take its flagship brand, the noodle house, to Morocco. With five outlets in the pipeline, the first restaurant is set to open its doors in Rabat later this year. 

The agreement was signed between Phil Broad, Managing Director of Jumeirah Restaurants LLC, and Nadia Yagoubi of EKY Asian Cuisine SRL. 

The noodle house’s move to Morocco is in response to a growing demand by the local clientele for new restaurants, particularly for Asian, Indian and French cuisine. 

The noodle house serves delicious South East Asian cuisine in an informal yet stylish environment that takes inspiration from the food and nightlife of exciting cities such as Hong Kong, Shanghai, Bangkok, and Jakarta.

Phil Broad said: “We are excited about taking the noodle house brand to Morocco. The partnership with EKY Asian Cuisine is a significant step forward in the implementation of our international growth strategy. The collaboration provides us with another opportunity for the worldwide expansion plans of our home-grown brand. With extensive expertise in the food and beverage sector and a proven track record, EKY Asian Cuisine is the perfect partner to develop and operate our brand in Morocco.” 

Nadia Yagoubi said: “Customers expect a high level of service and a memorable experience when dining out. We always strive to exceed the expectations of our guests, which is what sets us apart from our competition. We are delighted to take yet another popular brand, the noodle house, to food lovers in Morocco who are known for their appreciation of eclectic and authentic cuisine.”

Starting out as a UAE home-grown brand in 2002, the noodle house is currently operational  in 13 countries.  This year, the restaurant is set to enter Russia, Lebanon, Great Britain, and Bahrain. The brand was awarded Superbrand status in 2012 in the UAE. The status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance. 2012 marks the 10th anniversary of the noodle house.

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Note to Editors:

Jumeirah Restaurants LLC

Jumeirah Restaurants LLC is the branded restaurant division of Jumeirah Group, the global hospitality company 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 13 countries globally. The company also has the rights to develop a number 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 that have been developed by Jumeirah Restaurants include Urbano, Sana Bonta, AllFreshCo, Rice + Spice and The Flaming Revolution. 


For further information, please contact:
EKY Asian Cuisine SRL
Nadia Yagoubi
Telephone: + 212 610-031-347
E-mail: nadia.yagoubi@gmail.com

Jumeirah Group Corporate Communications
Director of External Communications
PO Box 73137, Dubai, United Arab Emirates
Telephone: +971-50-644-5608Fax: +971-4-301-6655
E-mail: PR@jumeirah.com
Visit us at: www.jumeirah.com


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