The noodle house to enter Great Britain in 2012


Jumeirah Restaurants signs licensing agreement with the EQ Group to expand the noodle house brand into Great Britain

Dubai, 24 April 2012: Jumeirah Restaurants LLC, the dedicated branded restaurant division within the Jumeirah Group, has signed a license agreement with affiliates of the EQ Group, to open 27 the noodle house restaurants across Great Britain (England, Scotland and Wales), the first of which is expected to open in 2012.

This deal, which follows recent announcements to open the noodle house in Russia, Morocco and Lebanon in 2012, supports the vision of Jumeirah Restaurants to enter mainland Europe and the USA, two key markets that will strengthen the global presence of the noodle house brand.

Phil Broad, Managing Director of Jumeirah Restaurants LLC, said: “We are delighted to have signed an agreement with EQ Group. They have vast experience in the restaurant and hospitality industry and we have an extremely strong relationship with them already. Having personally worked extensively in the UK with TGI Friday’s, Tesco’s, Pizza Hut, Outback Steakhouse and Starbucks, as well as with the Caprice Holdings group brands in the MENA region, I have seen how best-in-class brands deliver superior results to an increasingly sophisticated consumer.  We have no doubt that the noodle house will prove to be an amazing success when it opens in this exciting market.”

Imshan Jamal, Managing Director of EQ Group, said: “We are confident that the market will welcome this vibrant casual dining concept. South East Asian food continues to grow in popularity and Jumeirah has invested heavily in the noodle house over the last 10 years to ensure that each restaurant delivers quality and flavour consistently at an affordable and value driven price. Strategically important locations which would support the expansion of the noodle house across the country, such as London, Manchester, Birmingham, Glasgow, Edinburgh and Liverpool, are currently being considered.”  

The first the noodle house restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and has since expanded to 13 countries. The brand, operating as the tasty tangles in India, takes its inspiration from the food and nightlife of exciting South East Asian cities such as Hong Kong, Singapore, Bangkok, and Jakarta, offering delicious Asian favourites in an informal yet stylish setting. 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.


Note to Editors:

Jumeirah Restaurants LLC

Jumeirah Restaurants LLC is the branded restaurant division of Jumeirah Group, the Dubai-based 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 key growth brand of Jumeirah Restaurants with licence agreements already signed in 13 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 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. 

EQ Dining

EQ Dining is the restaurants division of EQ Group. The principals of EQ Dining have spent over 20 years building branded restaurant, hotel and industrial catering operating platforms. They have operated in international markets such as the US, Canada, UK and the UAE and have taken established brands to new territories such as Austria, Slovakia and the Far East. Based in London, the principals of EQ have franchised established chains, new chains and have built new brands from start up. The brands they have worked with include KFC, Pizza Hut, Holiday Inn, Hilton, Wyndham, easyHotel, B Hotels in Japan and Emirates Skyline in the UAE.

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 E-mail: Visit us at:


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