Jumeirah signs agreement for ’the noodle house’ in Kenya
Jumeirah has announced the signing of a licensing agreement that will take the noodle house brand to Kenya.
Jumeirah Restaurants LLC, the dedicated branded restaurant division within the Jumeirah Group, has announced the signing of a licensing agreement with Global Hotels Management Africa LLC that will take its key growth brand, the noodle house, to Kenya.
The agreement was signed between Phil Broad, Managing Director of Jumeirah Restaurants LLC, and Masood Hashim, CEO of Global Hotels Management Africa Ltd. It will see seven noodle house restaurants opening in Kenya over the next five years. The first noodle house restaurant is set to open its doors in Nairobi in early 2013 followed by a location in Mombasa.
The noodle house’s move into Kenya is in response to a growing demand for great quality restaurants in the market and the noodle house sits perfectly in the casual dining segment of the territory.
The noodle house serves delicious South East Asian cuisine in an informal yet stylish environment that takes inspiration from the food and nightlife of exciting cities such as Hong Kong, Shanghai, Bangkok and Jakarta.
Phil Broad said: “I have had the pleasure of experiencing Kenya on numerous occasions and we are excited about taking the noodle house brand to this dynamic country. The partnership with Global Hotels Management Africa Ltd is another significant step forward in the implementation of our international growth strategy. The collaboration provides us with another opportunity for the worldwide expansion plans of our home-grown brand. With extensive expertise in the food and beverage sector and a proven track record, Global Hotels Management Africa Ltd is the perfect partner to develop and operate our brand in Kenya.”
Masood Hashim, CEO of Global Hotels Africa LLC said: “We are delighted to be working with Jumeirah Restaurants on this exciting opportunity of taking the noodle house to East Africa. We do see significant growth opportunities in Kenya and the noodle house fits in extremely well with our planned growth strategy. We have previously worked with Jumeirah Restaurants on other projects and have been delighted with the strong support that they have provided to open and operate this wonderful brand.”
Starting out in the United Arab Emirates (UAE) as a UAE home-grown brand in 2002, the noodle house is currently operational in eight countries. This year, the restaurant is set to enter Russia, Lebanon, Great Britain, and Bahrain. The noodle house brand was recently awarded Superbrand status 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 tenth anniversary of the noodle house.
About Jumeirah Restaurants LLC
Jumeirah Restaurants LLC is the branded restaurant division of Jumeirah Group, the global 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 is the key growth brand of Jumeirah Restaurants, with licence agreements already signed in 16 territories globally.
About Jumeirah Group:
Jumeirah Group, the Dubai-based luxury hospitality company and a member of Dubai Holding, operates a world-class portfolio of hotels and resorts, including a Maldives resorts and a luxury hotel in Istanbul. Jumeirah Hotels & Resorts also includes Burj Al Arab, Jumeirah Beach Hotel, Jumeirah Creekside Hotel, Jumeirah Emirates Towers, Jumeirah Zabeel Saray and Madinat Jumeirah hotels in Dubai; Jumeirah Himalayas 5 star hotel in Shanghai; Jumeirah Frankfurt in Germany; Jumeirah Port Soller Hotel & Spa in Mallorca, Spain; Pera Palace Hotel; as well as Jumeirah Carlton Tower and Jumeirah Lowndes luxury hotels in central London. 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.
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