the noodle house, the flagship brand of Jumeirah Restaurants LLC serving cuisines from South-East Asia, has been awarded Superbrand status for 2012; domestically grown brand to expand around the world by 2012.

The Superbrand status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance.

The Superbrands organisation, which began in 1994 and analyses the history and strength of different brands in over 87 countries, is universally commended for being an arbiter of branding excellence.

the noodle house was voted a Superbrand by the Superbrands Council which consists of eminent industry figures including Her Excellency Sheikha Lubna Bint Khalid Al Qasimi, Minister of Foreign Trade, Colm McLoughlin, Managing Director of Dubai Duty Free, and Laila Sohail, CEO, Dubai Events and Promotions Establishment.

Phil Broad, Managing Director of Jumeirah Restaurants LLC, said: “We are extremely proud to be awarded the Superbrand status for 2012. This achievement reflects our hard work and continuous efforts towards developing the noodle house brand in the course of the past ten years. It is a great honour to be recognized by an international award-giving body for achieving high standards of excellence and quality services.”

Starting out as a home-grown brand in 2002, today the noodle house is operational in 21 outlets across eight countries with additional outlets in the pipeline.

This year, Jumeirah Restaurants LLC signed agreements to open the noodle house in three more countries in 2012 – Russia, Lebanon and Bahrain. This expansion will see the noodle house operational in a number of countries around the world by the end of 2012.