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Jumeirah’s the noodle house earns Superbrand status

Jumeirah has announced that the noodle house - the flagship brand of Jumeirah Restaurants - has been awarded Superbrand status. The domestically grown brand is set to expand around the world by 2012.


Jumeirah has announced that the noodle house, the flagship brand of Jumeirah Restaurants LLC serving cuisines from South-East Asia, has been awarded Superbrand status for 2012.

The Superbrand status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance. The Superbrands organisation, which began in 1994 and analyses the history and strength of different brands in over 87 countries, is universally commended for being an arbiter of branding excellence.

The noodle house was voted a Superbrand by the Superbrands Council which consists of eminent industry figures including Her Excellency Sheikha Lubna Bint Khalid Al Qasimi, Minister of Foreign Trade, Colm McLoughlin, Managing Director of Dubai Duty Free, and Laila Sohail, CEO, Dubai Events and Promotions Establishment.

Phil Broad, Managing Director of Jumeirah Restaurants LLC, said: “We are extremely proud to be awarded the Superbrand status for 2012. This achievement reflects our hard work and continuous efforts towards developing the noodle house brand in the course of the past ten years. It is a great honour to be recognized by an international award-giving body for achieving high standards of excellence and quality services.”

Starting out as a home-grown brand in 2002, the noodle house is now operational in 21 outlets across eight countries with additional outlets in the pipeline. In 2011, Jumeirah Restaurants LLC signed agreements to open the noodle house in three more countries in 2012: Russia, Lebanon and Bahrain. This expansion will see the noodle house operational in a number of countries around the world by the end of 2012.

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About the noodle house:
The first brand to be developed by Jumeirah Group’s dedicated restaurant division, the noodle house is a popular casual dining restaurant serving a South East Asian cuisine in an informal yet stylish setting. Established in 2002, it provides a vibrant casual atmosphere where chefs prepare aromatic dishes within minutes over an open flame and in full view of the guests. The noodle house is also light years away from the standard concept of ’fast food’ and boasts remarkably knowledgeable and enthusiastic waiters.

About Jumeirah Group:
Jumeirah Group, the Dubai-based luxury hospitality company and a member of Dubai Holding, operates a world-class portfolio of luxury hotels and resorts, including Dubai hotels and 5 star hotels in London. Jumeirah Hotels & Resorts includes Burj Al Arab, Jumeirah Beach Hotel, Jumeirah Emirates Towers, Jumeirah Zabeel Saray and Madinat Jumeirah in Dubai; Jumeirah Carlton Tower and Jumeirah Lowndes luxury hotel in central London; Jumeirah Frankfurt luxury hotel in Germany, Jumeirah Essex House luxury hotel New York; Jumeirah Himalayas luxury hotel in Shanghai and Jumeirah Dhevanafushi in the Maldives. Jumeirah Group also runs the luxury serviced residences brand Jumeirah Living; the spa brand Talise; Jumeirah Restaurants; Wild Wadi Waterpark; The Emirates Academy of Hospitality Management; and Sirius, its global loyalty programme.

For Further Information, please contact:
Genevieve Picard
Director of Corporate Communications
PO Box 214159
United Arab Emirates


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