Abbasi Group plots global domination

Dubtrade LLC, a subsidiary of Abbasi Group, has created its own Asian restaurant brand and aims to franchise it across the globe.

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By  David Ingham Published  August 3, 2004

Dubai-based Dubtrade LLC, a subsidiary of Abbasi Group, aims to create its very own Asian food brand and franchise it across the globe. The first Noshi Noshi store opened in Dubai at the end of July, with plans to start franchising it in Europe by the end of the year. “We want Noshi Noshi to be known as a global brand developed locally in Dubai,” says Ismail Akil Abbasi, chief executive officer of Dubtrade. “We are confident that in the next few years there will be a number of Noshi Noshi outlets across the world, starting with Europe by the end of this year. “Our aim is to develop the new brand Noshi Noshi as a franchised global chain of well-designed outlets in countries in the GCC, Far East, Americas and other Asian countries.” The brand was developed with the help of the Singapore-based food service and hospitality consultants, Focus. Dubtrade says that Noshi Noshi outlets will blend ‘style, modernity and interactive energy’ and will offer Asian food at reasonable prices. The first restaurant opened at La Plage, opposite Jumeirah Beach Park, with two more to follow soon. “Noshi Noshi is a highly original idea and we will make sure that the design of the outlets reflects this indigenous flavour,” says Abbasi. “The emphasis will be to make dining at Noshi Noshi outlets a highly memorable experience, ensuring repeat visits.”

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