Jumeirah Restaurants signs licensing agreements to expand Dubai home grown brand into Great Britain and Morocco.

Jumeirah Restaurants LLC is continuing its global expansion with the signing of two license agreements this week, one with affiliates of the EQ Group to open 27 noodle house restaurants across Great Britain (England, Scotland and Wales), and another with EKY Asian Cuisine SRL to open five outlets in Morocco.

The deals, that follow recent announcements to open the noodle house in Russia and Lebanon in 2012, support the vision of Jumeirah Restaurants to enter mainland Europe and the USA, two key markets that will strengthen the global presence of the noodle house brand.

In Great Britain, strategically important locations such as London, Manchester, Birmingham, Glasgow, Edinburgh and Liverpool are currently being considered as venues for the restaurants; whilst a first Moroccan noodle house is scheduled to open in Rabat before the end of the year.

Phil Broad, Managing Director of Jumeirah Restaurants LLC, said: “We are delighted to have signed these two agreements. Both groups have vast experience in the restaurant and hospitality industry and we have an extremely strong relationship with them already.” Phil Broad has extensive experience in Great Britain, having worked with TGI Friday’s, Tesco’s, Pizza Hut, Outback Steakhouse and Starbucks.

The noodle house serves 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.



The first noodle house restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and the brand has since expanded to 13 countries. The brand, operating as the tasty tangles in India, takes its inspiration from the food and nightlife of exciting South East Asian cities such as Hong Kong, Singapore, Bangkok, and Jakarta, offering delicious Asian favourites in an informal yet stylish setting. The brand was awarded Superbrand status in 2012 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 10th anniversary of the noodle house.