The noodle house enters the Kingdom of Bahrain


Jumeirah Restaurants signs licensing agreement with Delightful Foods to expand the noodle house brand in Bahrain.

Dubai, 12 August 2012: Jumeirah Restaurants LLC, the dedicated branded restaurant division within the Jumeirah Group, has signed a license agreement with Bahrain based company Delightful Foods, to open three the noodle house restaurants in Bahrain, the first of which will open in Seef Mall August, 2012.

Delightful Foods is a joint venture between Jasmi’s Corporation and Divine Foods, established in 2012. Jasmi’s has 21 outlets and is renowned in the Kingdom of Bahrain for its reputation in the eating-out market. The company is also the licensee for Tony Roma’s in Bahrain and operates seven additional self-developed brands, such as Le Chocolat, Jasmi’s Coffee, Dajajio Chicken, Wood and Bella Napoli pizzeria. Divine Foods is a market leader in real estate as the company also owns Central Estate Agency, and is one of the premier residential owners in the Kingdom. 

The agreement has been signed between Phil Broad, Managing Director of Jumeirah Restaurants, and partners Jassim Al Ameen, owner of Jasmi’s Corporation and Salah Mostafa, owner of Divine Foods. 

The noodle house has celebrated its tenth year anniversary in May 2012 and gone from strength to strength ever since the first restaurant opened at Jumeirah Emirates Towers in 2002. Drawing its inspiration from the streets of South-East Asian cities such as Hong Kong, Shanghai, Bangkok and Jakarta, the noodle house is renowned for its healthy, delicious and vibrantly fresh food, served in a cheery, communal setting. Successfully bridging the gap between fine dining and affordable fast food, the noodle house has struck a chord with Dubai’s worldly diners, and continues to do so in markets worldwide.

The signing in Bahrain extends the noodle house presence to eight countries, with new restaurants opening in Russia, Morocco and the UK in the coming months. 


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 16 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. 


Jasmi's is recognised amongst quick service restaurants and holds a significant share in the foodservice retail segment in the Kingdom of Bahrain. With 21 stores all over the Kingdom, it is known to be a quality, family-oriented hamburger chain. Jasmi's uses only the finest quality ingredients in the preparation of signature products for their concepts. Due to their consistent efforts to meet standards, staff and customers remain loyal, which enables a continued growth of the business. New concepts developed by the company are currently drawing franchise interest from many Gulf states and beyond. Jasmi’s has put the wheels in motion for a franchise team and conducted feasibility studies as part of future growth plans. Jasmi's Corporation also has the privilege to be the franchise owner of TONY ROMA’S, GIORDANO and the noodle house.

For further information, please contact:

Jumeirah Group Corporate Communications
Director of External Communications
PO Box 73137, Dubai, United Arab Emirates
Telephone: +971 50 644 5608
Fax: +971 4 301 6655
Visit us at:

Jasmi’s Corporation
Jassim Al Ameen
Telephone: +973 1758 8787
Visit us at: 


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