JRG Dubai rebrands as Sarood Hospitality

The new brand’s portfolio includes The Noodle House, Pierchic, Flow and more

The name Sarood refers to the traditional and elaborately decorated woven mats using the presentation of food during meals
The name Sarood refers to the traditional and elaborately decorated woven mats using the presentation of food during meals

JRG Dubai, the homegrown restaurant management company, has rebranded as Sarood Hospitality. Dubai Retail, the retail management arm of Dubai Holding, announced the move as part of its aims to reinvent a number of its F&B outlets ahead of market trends, Hotelier Middle East's sister title Caterer Middle East reported.

“Sarood Hospitality is much more than a name, it is 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,” said Nabil Ramadhan, CEO of Dubai Retail.

The new brand’s portfolio includes The Noodle House, Pierchic, Flow, The Duck Hook, Perry & Blackwelder’s, and more.

The name Sarood refers to the traditional and elaborately decorated woven mats using the presentation of food during meals, and Ramadhan said it “symbolises how the company’s iconic restaurant brands are already interwoven in the fabric of Dubai.”

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

The company also recently appointed Spencer Ayers to replace Emma Banks as managing director of JRG Dubai.

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