Four new Noodle Houses coming to UAE amid Sarood Hospitality expansion

The company was formerly known as JRG Dubai until a re-branding was announced in July
Four new Noodle Houses coming to UAE amid Sarood Hospitality expansion
In 2020, The Noodle House will open its first outlet outside of the emirate.
By Bernd Debusmann Jr
Thu 22 Aug 2019 09:06 AM

Dubai’s Noodle House plans to open four new restaurants in the UAE in the next year as part of Sarood Hospitality’s wider expansion plans, according to Sarood general manager Spencer Ayers.

Sarood Hospitality was formerly known as JRG Dubai until a re-branding was announced in July. It is the restaurant management company of Dubai Retail, the retail management arm of Dubai Holding.

The company’s portfolio currently includes The Noodle House, Al Nafoodah, Pierchic, the Duck Huck, Hillhouse Brasserie, Khaymat Al Bahar, Pai Thai, Perry&Blackwelder’s, Segreto, Trattoria Toscana and Flow.

In an interview with Arabian Business, Ayers said that Noodle House – along with Flow – have been identified by the company as its two concepts that have “scalability”.

“We are opening four Noodle Houses within the next six to 12 months,” he said. “We are opening one this weekend [August 23-24] in JBR. Then we move on to Nakheel Mall closer to the end of the year, and then Dubai Hills [Mall] once that opens.”

It was previously announced that the JBR branch of The Noodle House will be a 90-cover restaurant, while the Nakheel Mall branch will be a 100-cover premise.

In 2020, he added, The Noodle House will open its first outlet outside of the emirate.

“Beyond that, we will extend out of Dubai and go into Abu Dhabi, our capital, to Reem Island, where the new city is going to be.”

With the new additions, there will be a total of nine Noodle House outlets in the country.

Additionally, Flow – a healthy foods concept located in Jumeirah Emirates Towers – will also expand.

“We’ll continue to trial and push that out, with our second site being as Mastercard, in Media City,” Ayers said. “Beyond that, let’s see what the future brings.”

Additionally, Ayers said that Sarood Hospitality has “a couple of concepts that are in final stages now.”

“We are absolutely confident that those concepts will be rolled out in 2020,” he added.

Another of the company’s concepts, Pai Thai, is currently closed for refurbishment. Pierchic, a seafood restaurant located Al Qasr At Madinat, also has refurbishment plans.

On August 4, Sarood Hospitality took over the operates of 14 new brands as part of a partnership with Meraas. In total, the firm now operates a total of 25 F&B brands, including 11 homegrown concepts. 

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