Dubai: Dubai Retail, the retail management arm of Dubai Holding, has announced that JRG Dubai, its home-grown restaurant management company, has rebranded as Sarood Hospitality, marking a new era for the UAE-born company.
Part of Dubai Retail’s strategic efforts to propel the emirate’s food and beverage industry and establish Dubai as an innovative force in the global hospitality sector, the creation of Sarood Hospitality comes as Dubai Retail aims to reinvent a number of its unique F&B outlets to continue to be ahead of market trends, while meeting the needs of increasingly sophisticated consumers.
As a full-service hospitality brand, Sarood Hospitality’s portfolio includes Al Nafoorah, The Noodle House, Pierchic, Flow, The Duck Hook, Hillhouse Brasserie, Khaymat Al Bahar, Pai Thai, Perry & Blackwelder’s, Segreto, and Trattoria Toscana.
“Sarood Hospitality is much more than a name, it is a vision and philosophy that sets a clear direction for the future of Dubai Retail as an independent leader in restaurant management and unique concepts born in Dubai,” said Nabil Ramadhan, CEO of Dubai Retail.
“This new chapter will build on the achievements of JRG Dubai over the past five years and fast-track our ambitious goals. Sarood Hospitality aims to become a leading hospitality company that challenges the status quo, with sustainable concepts that exceed our guests’ expectations,” added Ramadhan.
Sarood Hospitality is interwoven into the fabric of the emirate, drawing inspiration from its roots in Emirati heritage and how age-old cultural practises and norms remain relevant in modern UAE society.
“Sarood refers to the traditional woven mats decorated elaborately and used in the presentation of food during meals. We chose Sarood Hospitality because the name symbolises how the company’s iconic restaurant brands are already interwoven in the fabric of Dubai and serve as true symbols of hospitality and multi-faceted sustainability,” added Ramadhan.
Future plans include extensive refurbishment programmes of existing restaurants, driving key talent acquisitions, and progressing digital transformation across the group’s portfolio.
ENDS
For further information, please contact:
Diksha Chadha/ Ranin Hamdoun
Sarood@actionprgroup.com
+971 4 390 2960
About Sarood Hospitality
Sarood Hospitality is a Dubai-born restaurant company with global ambitions.
As a subsidiary of Dubai Retail, a Dubai Holding company, Sarood is interwoven into the fabric of the emirate with an iconic portfolio of homegrown and internationally-acclaimed brands.
Sarood is a full-service hospitality company specialising in the innovation, nurture and operation of food & beverage concepts ranging from high-end, premium-casual, casual dining venues, and lounges.
Combined, Sarood represents 20 branches worldwide, with the current portfolio including: The Noodle House, Al Nafoorah, Flow, Pai Thai, Pierchic, Perry & Blackwelder’s, Segreto, Trattoria Toscana, Khaymat Al Bahar, The Duck Hook and Hillhouse Brasserie.
A further two brands are currently in final development and are due to open in Q4, 2019.
About Dubai Retail
Dubai Retail, the retail management arm of Dubai Holding, focuses on developing, operating and managing the company’s extensive range of strategically located retail assets across prime destinations and communities in Dubai. This primarily supports the growth and expansion of local and global retail partners through the delivery of holistic, convenient and diverse retail solutions. With a retail footprint spanning two million square feet, its 12 mixed-use properties comprise over 1,000 multi-format units across eight key locations in the city.
The company’s differentiated portfolio incorporates Jumeirah Beach Residence (JBR), a premier beachfront attraction, Souk Madinat Jumeirah, one of Dubai’s most sought-after tourist destinations and the Boulevard at Emirates Towers District, situated in the heart of the city’s financial hub, as well as Bay Avenue and Bay Square in Business Bay. Meanwhile, its community centres cater to a wide catchment within popular suburban districts, such as Mudon, Al Waha and Layan in Dubailand, Shorooq in Mirdif, Al Khail Gate in Al Quoz, and the new neighbourhoods of Dubai Wharf and Manazel Al Khor at Jaddaf Waterfront along Dubai Creek.
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