Noodle House to become global 'power brand'

The Noodle House is set to become a power brand, with plans to have 150 stores open by 2012, said Jumeirah Restaurants managing director Phil Broad.

Speaking at the Gulfood show, Broad revealed the brand’s plans to expand in to key markets such as Europe — with its first European outlet already open in Cyprus.

“I think ultimately we could be a power brand,” said Broad.

“If we keep growing the way we are growing now — we currently have 21 outlets open in 13 countries — then we will achieve our goal to have 150 outlets by 2012. If you then end up with 300 or 400 outlets, you are a power brand.”

Broad said that Jumeirah had been building the business around Dubai, and had achieved regional brand awareness for The Noodle House in the GCC.

“We were in London last week at the franchise show, because we are looking to expand across Europe,” he said.
“I think it was well received, we were mobbed at the door when we left by people who were interested in the brand — we had interest from three different countries straight away, so people want to open up the brand in different territories so it was worth doing and it is worth talking about Dubai because it is such an exciting place to do business,” he added.