Jumeirah Restaurant Group’s pan-Asian restaurant The Noodle House is undergoing its biggest brand relaunch since debuting in 2002.
The rebrand is starting with a refreshed dining experience and menu at its flagship outlet in Souk Madinat Jumeirah, which reopens on 13 August.
Emma Banks, general manager of Jumeirah Restaurant Group, said: “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.”
The Noodle House’s refreshed menu includes 50 new dishes that draw inspiration from Malaysia, Vietnam, Thailand, Indonesia and Singapore, while retaining favourites such as Singapore Noodles, Curry Laksa and Wasabi Prawns.
The flagship outlet will also feature a new and exclusive cocktail menu.
Banks added: “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.”
The relaunch of the flagship outlet will see the introduction of three new varieties of noodles – knotted, udon and soba – in addition to a range of new noodle dishes such as caramelised beef ramen, pad see ew and beef soba.
Crispy roasted duck will have its own place on the menu and is served Singapore-style with steamed pancakes, cucumber, leeks and sweet hoisin sauce.
A new selection of starters comprises soy crackers, tempura basket with lotus roots and pandan chicken dumpling, while new mains featured are soft shell crab steamed baos and a Vietnamese bahn mi sandwich, which can be eaten with the hands.
The Noodle House is also introducing umami dishes such as miso salmon and orange glazed short ribs.
Following the reopening of the Madinat Jumeirah branch, The Noodle House’s new menu will be introduced across its five other Dubai locations in the coming weeks.
The new menu will be available for home delivery from late August 2017.