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Dubai: The Noodle House, the legacy Asian soul food concept by JRG Dubai, the UAE’s leading homegrown restaurant management company, has announced plans to open four new restaurants at strategic high-traffic catchment areas for residents and tourists in Dubai and Abu Dhabi.
The Noodle House will debut new restaurants in Jumeirah Beach Residence (JBR) in August 2019, Nakheel Mall on The Palm Jumeirah in September 2019, and the upcoming Dubai Hills Mall in February 2020. The trio of Dubai openings will extend the brand’s empire and ‘sticks-hands-spoon’ mantra to eight restaurants in the city.
In the fourth quarter of 2020, The Noodle House will enter the UAE capital with a new restaurant at Reem Mall on Reem Island - the heart of new Abu Dhabi.
With all new outlets servicing dine-in, delivery and take-away customers, the pipeline restaurants will evoke the uplifted brand, décor and menus first introduced to ‘Noodlers’ at the re-opening of its flagship Souk Madinat Jumeirah restaurant 18 months ago.
“The Noodle House has become a true staple in Dubai’s growing food scene and remains eternally popular with both dine-in guests and those who prefer our Asian soul food menu at home,” said Stefan Borchardt, Brand Chef of The Noodle House.
“The opening of four new outlets in JBR, Nakheel Mall, Dubai Hills Mall and Reem Mall elevates The Noodle House as a doorstep dining destination for an even greater number of UAE residents and tourists staying in popular spots across the country. The brand expansion is in-line with our vision for local branches of The Noodle House to cater for diners across the UAE in coming years.”
Opening this August, the 90-cover JBR branch of The Noodle House will sit right in the heart of The Walk - one of Dubai’s best-known retail and beach districts. The outlet’s façade will feature an eight-metre glass frontage with dramatic chandeliers hanging from vaulted ceilings. Integrated video and artwork will adorn the internal areas of the both restaurants.
Opening this September, the Nakheel Mall branch of The Noodle House will be 100-cover premise open daily between 12pm and 12am. The restaurant has a prime foyer location at what is expected to be one of Dubai’s most premium lifestyle shopping, dining and entertainment destinations.
“These new outlets will embrace and evolve the true essence of the chain’s Asian soul food ethos, with an eclectic menu zigzagging the continent,” added Borchardt. “The team recently conducted an inspirational tour of Asia to tap into authentic flavours and we will be introducing new dishes to our menus in weeks to come.”
Earlier this year, JRG Dubai introduced a number of new operations initiatives across The Noodle House portfolio. The major aims were to enhance customers’ dining experience and optimise a safety scheme for its 27-strong fleet of delivery drivers, including customised, state-of-the-art delivery bikes and new uniforms designed to enhance safety and driver visibility.
In addition, The Noodle House is rolling out house-filtered water in glass jars across its outlets and has launched compostable ‘Vegware’ packaging for all its takeaway offerings. The initiatives follow the chain’s trailblazing removal of all plastic straws and single-use plastic cutlery items across its physical restaurants and home delivery operations.
The Noodle House currently operates across Dubai International Airport’s Terminal 1, Souk Madinat Jumeirah, and Dubai International Financial Centre.
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For press queries, please contact:
Diksha Chadha/ Dana Oraibi
jrg@actionprgroup.com
About The Noodle House
Launched in Dubai in 2002, The Noodle House - operated by JRG Dubai, the emirate’s leading homegrown restaurant management company - has built a reputation as one of the city’s leading fast casual restaurant brands.
With seven-in locations (four of which are in the pipeline) and four dedicated delivery hubs in the UAE alone, The Noodle House was relaunched in August 2017 as a fast, fresh Asian soul food concept with a simple ‘sticks-hands-spoon’ mantra, which simply means enjoying fast and fresh Asian food the way it’s been eaten for generations: with chopsticks, your hands or a spoon.
For more information on dine-in options or to order home delivery, visit www.thenoodlehouse.com or call 800-NOODLE (666.353).
About JRG Dubai
JRG Dubai was established in 2015 as the global restaurant management company of the Jumeirah Group. As experienced F&B leaders, JRG Dubai operates and develops restaurants and dining outlets ranging from home-grown high-end, premium-casual, casual dining venues, and lounges.
The current JRG Dubai portfolio includes Al Nafoorah, Flow, Pai Thai, Perry & Blackwelder’s, Pierchic, Segreto, The Noodle House, and Trattoria Toscana. Combined, JRG Dubai represents a number of branches worldwide, with the group continually developing its brands through a series of refurbishments, menu overhauls, talent acquisition and marketing excellence.
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