Dubai, UAE -28July, 2019:Dubai Retail, the retail management arm of Dubai Holding, has announced that JRG Dubai,its home-grown restaurant management company,has rebranded asSarood Hospitality, marking a new era for the UAE-born company.
Part of Dubai Retail’s strategic efforts to propel the emirate’s food and beverage industryand establish Dubai as an innovative force in the global hospitality sector, the creation of Sarood Hospitality comes as Dubai Retail aims to reinvent a number of its unique 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, Sarood Hospitality’s portfolio includesAl Nafoorah, The Noodle House, Pierchic, Flow, The Duck Hook, Hillhouse Brasserie, Khaymat Al Bahar, Pai Thai, Perry &Blackwelder’s, Segreto, and Trattoria Toscana.
“SaroodHospitality 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.
“This new chapter willbuild 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,” added Ramadhan.
Sarood Hospitality is interwoven into the fabric of the emirate, drawing inspiration from itsroots in Emirati heritage and how age-old culturalpractises and normsremain relevant in modern UAE society.
“Saroodrefers to the traditional woven mats decorated elaborately and used in the presentation of foodduring meals. We chose Sarood Hospitality because the name symbolises how the company’s iconic restaurant brandsare already interwoven in the fabric of Dubaiand serve as true symbols of hospitality and multi-faceted sustainability,” added Ramadhan.
Future plansincludeextensive refurbishment programmes of existing restaurants, driving key talent acquisitions, and progressing digital transformation across the group’s portfolio.