Jumeirah signs agreement for 'the noodle house' in Kenya 




1 October 2012

Jumeirah Restaurants LLC, the dedicated branded restaurant division within
the Jumeirah Group, has announced the signing of a licensing agreement with
Global Hotels Management Africa LLC that will take its key growth brand, the
noodle house, to Kenya. 

The agreement was signed between Phil Broad, Managing Director of Jumeirah
Restaurants LLC, and Masood Hashim, CEO of Global Hotels Management Africa
Ltd. It will see seven noodle house restaurants opening in Kenya over the
next five years. The first noodle house restaurant is set to open its doors
in Nairobi in early 2013 followed by a location in Mombasa.

The noodle house's move into Kenya is in response to a growing demand for
great quality restaurants in the market and the noodle house sits perfectly
in the casual dining segment of the territory. 

The noodle house serves delicious South East Asian cuisine in an informal
yet stylish environment that takes inspiration from the food and nightlife
of exciting cities such as Hong Kong, Shanghai, Bangkok and Jakarta.

Phil Broad said: "I have had the pleasure of experiencing Kenya on numerous
occasions and we are excited about taking the noodle house brand to this
dynamic country. The partnership with Global Hotels Management Africa Ltd is
another significant step forward in the implementation of our international
growth strategy. The collaboration provides us with another opportunity for
the worldwide expansion plans of our home-grown brand. With extensive
expertise in the food and beverage sector and a proven track record, Global
Hotels Management Africa Ltd is the perfect partner to develop and operate
our brand in Kenya."

Masood Hashim, CEO of Global Hotels Africa LLC said: "We are delighted to be
working with Jumeirah Restaurants on this exciting opportunity of taking the
noodle house to East Africa. We do see significant growth opportunities in
Kenya and the noodle house fits in extremely well with our planned growth
strategy. We have previously worked with Jumeirah Restaurants on other
projects and have been delighted with the strong support that they have
provided to open and operate this wonderful brand."

Starting out in the United Arab Emirates (UAE) as a UAE home-grown brand in
2002, the noodle house is currently operational in eight countries. This
year, the restaurant is set to enter Russia, Lebanon, Great Britain, and
Bahrain. The noodle house brand was recently awarded Superbrand status in
the UAE. The status is assigned to a company or a brand based on market
dominance, quality, trust, longevity, goodwill, customer loyalty and market
acceptance. 2012 marks the tenth anniversary of the noodle house.

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