Jumeirah Group’s dedicated restaurant division, The Taste Department has signed a license agreement with Zahdan Retail Private Limited that will see 12 noodle house restaurants open up across Pakistan over the next five years.
The Taste Department is a dedicated branded restaurant division within the Jumeirah Group tasked to set up and license innovative and successful casual dining restaurant concepts to partners worldwide.
Steven Grey, The Taste Department’s general manager & chief taster said: “The noodle house’s vibrant atmosphere and delicious fresh food inspired by exciting South East Asian cities including Hong Kong, Shanghai, Bangkok and Jakarta is one of Dubai’s most popular places to meet and eat.
"With outlets now open across the UAE and Jordan, the noodle house’s famous Shanghai Beef Noodles are speedily sizzling around the world," he added.
Grey pointed out that the continued expansion of the noodle house was a high priority for The Taste Department and the agreement with Zahdan was yet another significant step forward in the division’s plan to license 100 noodle house restaurants worldwide by 2012.
“It is a great pleasure for us to enter into this strategic business partnership with the dynamic Jumeirah Group to bring the leading and popular South-East Asian noodle house cuisine to the fast growing food and hospitality market in Pakistan,” said Murtaza Hashwani, chairman and CEO of Zahdan Group.
"We are excited about this opportunity and the roll-out of noodle house outlets across the major cities in Pakistan is a high priority for us. We are committed and will endeavor to replicate the success of the noodle house concept to provide food connoisseurs here in Pakistan the same high quality food & service standards of the noodle house brand as experienced in Dubai and the Middle East," he observed.
"We feel both the casual and fine dining food services market is grossly under developed and there exists excellent business potential for the noodle house in Pakistan," he added.
The company plans to open the first noodle house outlet in the food lovers city of Lahore by the last quarter of this year followed by Karachi, Faisalabad, Sialkot and Islamabad.-TradeArabia News Service