By Andy Sambidge
Licence agreement signed for South-East Asia restaurant chain to expand into Gulf kingdom
Jumeirah Restaurants, a unit of the Jumeirah Group, said on Tuesday it has signed a licence agreement to open outlets in Bahrain.
The deal with Bahrain-based company Delightful Foods will see three Noodle House restaurants open, the first of which will open in Seef Mall later this month.
Delightful Foods is a joint venture between Jasmi's Corporation and Divine Foods, a statement said.
The company is also the licensee for Tony Roma's in Bahrain and operates seven self-developed brands, including Le Chocolat, Jasmi's Coffee, Dajajio Chicken, Wood and Bella Napoli pizzeria.
The signing in Bahrain extends The Noodle House presence to eight countries, with new restaurants opening in Russia, Morocco and the UK in the coming months.
Phil Broad, managing director of Jumeirah Restaurants, said: "With a successful presence in seven countries, the power of the Noodle House is surpassing anything we ever expected.
"This is a really exciting time for the Noodle House and we are committed to capitalising on the global interest surrounding the brand to extend its global footprint.
"Our current focus for this is the US, China, and Mainland Europe markets. That being said, the UAE and the Middle East still remain a key focus for us and we believe that there are still a lot of opportunities to be had across the region."
Drawing its inspiration from the streets of South-East Asian cities such as Hong Kong, Shanghai, Bangkok and Jakarta, the Noodle House has seen major expansion since the first restaurant opened at Jumeirah Emirates Towers in 2002.