The Noodle House, Asian soul food concept by JRG Dubai, has announced plans to open four new restaurants at strategic high-traffic catchment areas in Dubai and Abu Dhabi.
The Noodle House will debut new restaurants in Jumeirah Beach Residence (JBR) in August 2019, Nakheel Mall on The Palm Jumeirah in September 2019 and the upcoming Dubai Hills Mall in February 2020. These new openings will increase The Noodle House’s total number of restaurants in Dubai. The Noodle House currently operates across Dubai International Airport’s Terminal 1, Souk Madinat Jumeirah and Dubai International Financial Centre.
In the fourth quarter of 2020, The Noodle House will enter the UAE capital with a new restaurant in Reem Mall on Reem Island, at the heart of new Abu Dhabi.
With all new outlets servicing dine-in, delivery and take-away customers, the pipeline restaurants will evoke the uplifted brand, décor and menus first introduced at the re-opening of its flagship Souk Madinat Jumeirah restaurant 18 months ago.
“The Noodle House has become a true staple in Dubai’s growing food scene and remains eternally popular with both dine-in guests and those who prefer our Asian soul food menu at home,” says Stefan Borchardt, brand chef of The Noodle House. “The opening of four new outlets in JBR, Nakheel Mall, Dubai Hills Mall and Reem Mall elevates The Noodle House as a doorstep dining destination for an even greater number of UAE residents and tourists staying in popular spots across the country. The brand expansion is in-line with our vision for local branches of The Noodle House to cater for diners across the UAE in coming years.”
Opening this August, the 90-cover JBR branch of The Noodle House will sit right in the heart of The Walk. The outlet’s façade will feature an eight-metre glass frontage with dramatic chandeliers hanging from vaulted ceilings. Integrated video and artwork will adorn the internal areas of the both restaurants.
Opening this September, the Nakheel Mall branch of The Noodle House will be 100-cover premise. The restaurant has a prime foyer location.
“These new outlets will embrace and evolve the true essence of the chain’s Asian soul food ethos, with an eclectic menu zigzagging the continent,” adds Borchardt. “The team recently conducted an inspirational tour of Asia to tap into authentic flavours and we will be introducing new dishes to our menus in weeks to come.”
Earlier this year, JRG Dubai introduced a number of new operations initiatives across The Noodle House portfolio. The major aims were to enhance customers’ dining experience and optimise a safety scheme for its 27-strong fleet of delivery drivers, including customised, state-of-the-art delivery bikes and new uniforms designed to enhance safety and driver visibility.
In addition, The Noodle House is rolling out house-filtered water in glass jars across its outlets and has launched compostable ‘Vegware’ packaging for all its takeaway offerings. The initiatives follow the chain’s decision to remove all plastic straws and single-use plastic cutlery items across its physical restaurants and home delivery operations.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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