Dubai’s home-grown concept and part of the Jumeirah Restaurant Group, The Noodle House is undergoing its biggest brand relaunch since debuting in 2002 – starting with a completely refreshed dining experience and expansive new menu inspired by Asia’s most popular taste hot-spots at its flagship Souk Madinat Jumeirah outlet, which reopens August 13.
From the vibrant hawker stands of Singapore to the bustling street markets of Jakarta, The Noodle House promises a colourful and cultural culinary tour de force, bringing an entire continent of fast, fresh flavours and powerful, vibrant aromas.
“Of all the brands under the Jumeirah Restaurant Group umbrella, The Noodle House represents our most popular legacy brand. It is well-known and universally loved across Dubai and beyond for premium yet affordable food served fast and casual – we are not changing that, it’s a key part of our 15-year story,” says Emma Banks, general manager, Jumeirah Restaurant Group.
“Our all-new The Noodle House at Souk Madinat Jumeirah boasts a completely remodelled restaurant experience that is comfortable for quick visits or dining with friends, as well an eclectic menu that zigzags across Asia, reflecting the rich variety of eating habits. This new concept is fast and fresh but leverages the roots that made the brand such a perennial favourite in the first place – it’s evolution not revolution,” she adds.
The Noodle House’s refreshed menu, which also includes a brand-new cocktail selection exclusive to its flagship, retains old favourites including Singapore Noodles, Curry Laksa and Wasabi Prawns, but also includes 50 completely new dishes that draw inspiration from Malaysia, Vietnam, Thailand, Indonesia and Singapore.
Following the reopening of the Madinat Jumeirah restaurant, The Noodle House’s enticing new menu will be introduced across its five other Dubai locations in following weeks. The new menu will be available for home delivery from late August 2017.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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