Jumeirah Restaurants, the branded restaurant division of Dubai-based hospitality company the Jumeirah Group, is to launch its Noodle House dining concept in the UK this year.
The company, which first launched Noodle House in Dubai 10 years ago, plans to roll out 27 outlets across the UK, with the first set to open later this year. It has earmarked cities including London, Manchester, Birmingham, Glasgow, Edinburgh and Liverpool.
The move, which forms part of a deal with EQ Dining, follows a recent announcement that Noodle House, which already operates in 13 countries worldwide, will also launch in Russia, Morocco and Lebanon in 2012.
The Noodle House is a casual-dining concept where chefs prepare South-east Asian dishes over an open flame and in full view of customers.
Phil Broad, managing director of Jumeirah Restaurants, 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.
"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, added: "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 past 10 years to ensure that each restaurant delivers quality and flavour consistently at an affordable and value-driven price."
The first Noodle House restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and was awarded Superbrand status in the UAE this year.
By Kerstin Kühn
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