Dubai Retail’s home-grown restaurant management company JRG Dubai has rebranded as Sarood Hospitality.

According to the retail arm of Dubai Holding, the move comes in line with strategic efforts to propel the emirate’s food and beverage industry and establish Dubai as an innovative force in the global hospitality sector.

Sarood Hospitality aims to reinvent a number of F&B outlets to continue to be ahead of market trends, while meeting the needs of increasingly sophisticated consumers.

As a full-service hospitality brand, the company’s portfolio includes Al Nafoorah, The Noodle House, Pierchic, Flow, The Duck Hook, Hillhouse Brasserie, Khaymat Al Bahar, Pai Thai, Perry & Blackwelder’s, Segreto and Trattoria Toscana.

“Sarood Hospitality is much more than a name, it’s a vision and philosophy that sets a clear direction for the future of Dubai Retail as an independent leader in restaurant management and unique concepts born in Dubai,” says Nabil Ramadhan, CEO of Dubai Retail.

“This new chapter will build on the achievements of JRG Dubai over the past five years and fast-track our ambitious goals. Sarood Hospitality aims to become a leading hospitality company that challenges the status quo, with sustainable concepts that exceed our guests’ expectations,” he adds.

Future plans include extensive refurbishment programmes of existing restaurants, driving key talent acquisitions and boosting digital transformation across the group’s portfolio.