Noodles to invade the Mediterranean region


Jumeirah Group’s dedicated restaurant division, The Taste Department, signs licensing agreements that will see the noodle house brand expand into Lebanon, Cyprus and Egypt

Dubai, December 24 2008: The Taste Department, the dedicated branded restaurant division within the Jumeirah Group tasked to set up and license innovative and successful casual dining restaurant concepts to partners worldwide, has signed license agreements in Lebanon, Cyprus and Egypt. These agreements will see the noodle house restaurant branches opening in all three nations over the next five years.

Inspired by the food and nightlife of exciting South-East Asian cities such as Hong Kong, Shanghai, Bangkok and Jakarta, the noodle house restaurants offer a vibrant atmosphere with chefs preparing aromatic dishes over an open flame in full view of the guests, serving up dishes within minutes. Already a popular choice for diners in Dubai, the restaurant provides a unique combination of wholesome food and an energetic ambience that very few restaurants have been able to perfect.

Steven Grey, The Taste Department’s General Manager & Chief Taster, said: “With the noodle house restaurants already open across Dubai, Abu Dhabi and Muscat and outlets opening soon in another six countries around the Gulf over the next five years, the strategic agreements with Premier Leisure (Holding) SAL in Lebanon, Intrafood Franchise – FoodWorx SAE in Egypt, and Tintorello Limited in Cyprus are significant steps forward in TheTaste Department’s plan to license 150 noodle house restaurants worldwide by 2012.”

Samir Boubess, President of Premier Leisure (Holding) SAL, said: “We are very excited to sign this agreement which will allow us to introduce four the noodle house restaurants in Lebanon. There is a huge demand for South-East Asian cuisine and we are sure that this internationally recognised brand will set a new standard in the Lebanese restaurant industry.”

Similarly, Cyprus will also see four restaurants opening with Karim Hemsi, Business Development Director of Tintorello Limited, commenting: “In today’s highly competitive environment, it is becoming increasingly difficult to differentiate one restaurant concept from another. We believe that the combination of the experience and reputation of The Taste Department together with our Cypriot market knowledge is a solid recipe for the success of the noodle house. We look forward to building a long term partnership with The Taste Department and are proud to be the first company to introduce this dynamic restaurant concept into Europe.”

To add to the expansion, Egypt will see the opening of seven outlets; the first of which will be located in the City Star urban development project, in Cairo. Sherif Abou Taleb,Chairman of Intrafood Franchise – Food Worx SAE said: "We are really delighted and proud to be part of the noodle house brand and I would love to see it successful in every major city around the world.”

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For further information please contact:

Jumeirah Group Corporate Communications
Director of Corporate Communications
PO Box 73137, Dubai, United Arab Emirates
Telephone Number: +971 4 364 7777
Fax Number: +971 4 3016655
E-mail: PR@jumeirah.com
Visit us at: www.jumeirah.com


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