Jumeirah set to branch out

Jumeirah Branded Restaurants has revealed plans for major expansion of its brands across the Middle East.

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By  Lynne Nolan Published  August 1, 2006

Jumeirah Branded Restaurants has signed its first master license agreement to open Noodle House in Jordan, and has revealed plans for major expansion of its brands across the Middle East. Scheduled to open in September, the Noodle House in Abdoun Hill, Ammam, will be the first outlet to be located outside the UAE, with another Noodle House to open in Amman city centre shortly afterwards. “We will have the operations manager, sous chef and head chef from the Dubai outlets training the staff,” said Steven Grey, general manager, Jumeirah Branded Restaurants, to Caterer Middle East. “The restaurant in Abdoun Hill will have a terrace similar to the Madinat Jumeirah outlet, with a slightly different style to deal with the climatic conditions of Jordan,” he added. Working with Al Rou’ya, part of Al Tayer group in Jordan, licensing agreements are also being finalised for a number of other countries, including Oman, Kuwait, Qatar and Bahrain, with Noodle House set to open another two outlets in the UAE — at Dubai Marina and the city’s Burjuman Centre — within the next two months. Established last year as part of the Jumeirah Group, Jumeirah Branded Restaurants has been looking to expand successful concepts from the group’s portfolio, with the view to expanding them outside of hotels. The division has also developed a new brand, Sana Bonta, with plans for the first outlet to be located at Dubai International Financial Centre (DIFC). “The additional outlets for existing concepts will follow standard formats; such as the same menus, prices and tables, and the same look and feel, with 99% of them planned as standalone outlets,” said Grey. Grey also said that the Jumeirah Branded Restaurants division has been in negotiations with European operators concerning the Dubai-based noodle concept. However, the division has highlighted four brands that are set for expansion or development throughout the region, Noodle House; Sana Bonta; Bites and The Agency. Grey said some of the new standalone locations would have alcohol licenses, with many of them connected to hotels. “When I arrived 12 months ago there was literally a blank piece of paper, now things are really taking off. There is no doubt about it; we will have 75 restaurants in five years,” Grey added.

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