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A taste of Asia in the Middle East and beyond


Jumeirah Group’s dedicated restaurant division, The Taste Department, has signed licensing agreements for the noodle house brand in Saudi Arabia and Kuwait.

Dubai, January 18 2009: The Taste Department, the dedicated branded restaurantdivision within the Jumeirah Group tasked to set up and license innovative and successfulcasual dining restaurant concepts to partners worldwide, has announced new licensingagreements to open the noodle house restaurant branches in Saudi Arabia and Kuwait.

This announcement comes shortly after the signing of the noodle house managementagreements in Lebanon, Egypt and Cyprus, making a total of 11 countries, globally.

The licensing agreement with Mira Foods will allow for seven outlets to be opened in SaudiArabia; the first outlet is scheduled to open mid-2009 and will be located at Centria Mall,Riyadh. Similarly, the agreement with Al-Ghunaim Trading Co. Ltd will see up to sixoutlets opening in Kuwait, with the first outlet scheduled to open June 2009.

An award-winning concept already popular in Dubai, the noodle house is an energetic diningoption with a menu and ambience inspired by the food and nightlife of exciting South EastAsian cities such as Hong Kong, Shanghai, Bangkok and Jakarta. The fusion of wholesomefood and a vibrant atmosphere makes the noodle house restaurants the perfect choice for awarm and engaging meal. Diners can relax and watch as chefs prepare their aromaticdishes over an open flame in full view of the guests, serving up delicious dishes withinminutes.

Steven Grey, the Taste Department‟s General Manager & Chief Taster, attributes thegrowing success of the noodle house to the dual appeal it holds for customers and investorsalike: “customers are looking for dining options that present quality ingredients, highflavoured and innovative menus , timely service and a great atmosphere. Equally, nowmore than ever investors are looking for safe ventures with trusted brands and experiencedpartners who can manage and deliver a solid return on their investment.”

Abdulghani K. Al-Ghunaim, Chairman and Chief Executive Office of Al Ghunaim Trading Co.LTD, said: “We are very proud to acquire the franchise for the noodle house in the State ofKuwait. The noodle house will be a big addition to our growing company as well asintroducing a new concept, South East Asian cuisine to the market. I am sure the launch ofthe noodle house will be a success in the Kuwaiti market.”

Mazen Almugbel, General Manager for Mira Foods affirmed the sentiment: “We are certainthat the noodle house is on the right track to become a leading international chain and ourcommitment towards the noodle house is to introduce it as a benchmark in the Saudimarket."

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Note to Editors:

The Taste Department
The Taste Department is the dedicated branded restaurant division within the JumeirahGroup tasked to set up and license innovative and successful casual dining restaurantconcepts to partners worldwide. In just three years, the division has rapidly expanded thenoodle house, Sana Bonta and Bytes restaurants from its home in Dubai to a total of elevencountries.

The first restaurant brand to be developed under the division was the noodle house, avibrant casual dining restaurant where chefs prepare aromatic South East Asian disheswithin minutes over an open flame and in full view of the guests. The noodle house willcontinue to grow exponentially over the coming years with license agreements alreadysigned in the UAE, Bahrain, Qatar, Oman, Lebanon, Pakistan, Kuwait, Egypt, Saudi Arabia,and Cyprus.

A second concept, Sana Bonta, which literally translates to „wholesome goodness‟ in Italian,was launched in April 2007 with the very first outlet open in the Dubai InternationalFinancial Centre (DIFC). This modern eatery with stylishly informal ambience is undoubtedlyItalian where you can make your own menu, choosing from a wide selection of fresh, highquality ingredients cooked to perfection to create a multitude of antipasti dishes, freshpasta, giant salads and wood fired pizza exactly to your liking.

The third concept, Bytes, The Taste Department‟s „grab and go‟ deli concept mirrors theurban cool of a New York City deli. It is serving busy Dubians everyday with three outletsopen in Dubai and one in Bahrain.

The newest brand for The Taste Department is AllFreshCo, The Fresh Food Emporiumlaunched at Dubai Outsource Zone in December, 2008 as a joint venture with TECOM.Providing a revolutionary approach to an out of town eating destination, it‟s hearty,nutritious and great tasting food is for everyone, every day.

AllFreshCo comprises of four restaurants including Bytes and Sana Bonta as well as twobrand new concepts, The Flaming Revolution and Rice & Spice.

The Flaming Revolution is a modern trendy and fast service rotisserie style restaurant thatwill bring back memories of how good food used to taste with uncomplicated food andnatural wholesome flavour. Rice & Spice is a fast, noisy and authentically buzzing casualrestaurant with eclectic cuisine inspired by the North and South of India, Sri Lanka andThailand. Both The Flaming Revolution and Rice & Spice opened under the AllFreshCoumbrella at the Dubai Outsource Zone in December 2008.


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