Dubai’s legacy Asian concept turns 15 but keeps it street and casual with new ‘sticks-hands-spoon’ mantra
Dubai, UAE – 7 August 2017: The Noodle House, one of Dubai’s leading homegrown legacy food and beverage concepts, is undergoing its biggest brand relaunch since debuting in 2002 – starting with a completely refreshed dining experience and expansive new menu inspired by Asia’s most popular taste hot-spots at its flagship Souk Madinat Jumeirah outlet, which reopens August 13.
From the vibrant hawker stands of Singapore to the bustling street markets of Jakarta, The Noodle House promises a colourful and cultural culinary tour de force, bringing an entire continent of fast, fresh flavours and powerful, vibrant aromas to your table, or delivered right to your door.
Dining in or taking away, The Noodle House’s quintessential Asian Soul Food concept follows a simple ‘sticks-hands-spoon’ mantra, which simply means enjoying fast and fresh Asian food the way it’s been eaten for generations: with chopsticks, your hands or a spoon. Whether you roll up your sleeves to grab a bao, slurp a laksa, or chopstick down a mouthful of noodles, the exotic, bold and irresistible flavours of The Noodle House are guaranteed to hit that sweet (and sour) spot.
“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,” said Emma Banks, General Manager, Jumeirah Restaurant Group, Dubai’s leading homegrown restaurant management company.
“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 Noodle House’s refreshed menu, which also includes a brand-new cocktail selection exclusive to its flagship, retains old favourites including Singapore Noodles, Curry Laksa and Wasabi Prawns, but also includes 50 completely new dishes that draw inspiration from Malaysia, Vietnam, Thailand, Indonesia and Singapore – no corner of the continent is left untouched.
As you might expect, the selection of noodles is as vast as the continent they hail from. In total, 14 different varieties of noodle dishes cooked in a Wet or Wok style land on August 13, including three new noodle varieties: Knotted Taro Noodles, Udon Noodles and Soba Noodles.
Much like the communal dining tables across Asia, The Noodle House eating experience is all about the collective and a host of new starters – Soy Crackers, Tempura Basket with Lotus Roots, Pandan Chicken Dumpling – will whet the whole table’s appetite. Main courses include a host of new to The Noodle House street-style buns, baos and sandwiches to eat with your hands, including Soft Shell Crab Steamed Baos and a popular Vietnamese Bahn Mi sandwich.
The Noodle House is also unleashing Asia’s powerful fifth taste – savoury Umami – on Dubai via new menu items such as Miso Salmon, or Orange Glazed Short Ribs.
Popular enough to command its own space on the menu, the signature Crispy Roasted Duck puts the ‘king’ in Peking but comes served Singapore-style with steamed pancakes, cucumber, leeks and sweet hoisin sauce.
And let’s not forget those noodles – Caramelized Beef Ramen, Pad See Ew and Beef Soba are all debuting at your all-new The Noodle House.
Following the reopening of the Madinat Jumeirah branch on Sunday 13 August 2017, The Noodle House’s enticing new menu will be introduced across its five other Dubai locations in following weeks. The new menu will be available for home delivery from late August 2017.
Ahead of the launch of the new flagship Madinat Jumeirah outlet, The Noodle House have created a short teaser video as an introduction to what customers can expect from the new-look outlet and menu: https://www.facebook.com/thenoodlehousedxb/videos/10155597423039287/.