Abbasi Group's Dubtrade LLC pioneers home-grown contemporary trans-Asian cuisine brand - Noshi Noshi

Launching the home-grown brand, which has been developed in association with the Singapore-based food service and hospitality consultants, Focus, a senior official of Dubtrade LLC, the exclusive Middle East master franchisee for The Coffee Bean and Tea Leaf (CBTL), said the new brand Noshi Noshi will add value to Dubai's global reputation for pioneering indigenous concepts across the world.

Mr. Ismail Akil Abbasi, Chief Executive Officer (CEO) of Dubtrade said: "Noshi Noshi is a completely home-grown in-house concept. The idea of pioneering the contemporary trans-Asian cuisine brand from Dubai stemmed from our desire to be innovative and to be known globally as a business group with original business ideas which measure up to any global benchmarks."

"We want Noshi Noshi to be known as a global brand developed locally in Dubai. We are confident that in the next few years there will be a number of Noshi Noshi outlets across the world, starting with Europe by the end of this year. The endeavor is to develop the new brand Noshi Noshi as a franchised global chain of well-designed outlets in countries in the GCC, Far East, Americas and other Asian countries," he said.

The driving motive and concept behind Noshi Noshi is to provide discerning clientele with reasonably priced clean, fresh over-the-counter Asian food in an ambience that will blend style, modernity and interactive energy.

"Noshi Noshi is a highly original idea and we will make sure that the design of the outlets reflects this indigenous flavour. The emphasis will be to make dining at Noshi Noshi outlets a highly memorable experience ensuring repeat visits," Mr. Abbasi said.

He said the first Noshi Noshi brand will open in Dubai in the 1st week of July 2004 at La Plage (opposite Jumeirah Beach Park) Jumeirah followed by two more soon in convenient and accessible locations in the emirate.

Mr. Abbasi said the new brand was a way of conveying Asian culinary heritage with its rich aroma and delectable menu to the world in a contemporary ambience. "At Dubtrade we have worked out a strategy to take the new brand across the world and we will be focusing our energy in developing Noshi Noshi as a global brand," he said.

Commenting on Noshi Noshi, Mr. Carl Kjellqvist, Managing Director of Focus said: "The idea is to meet the increasing global demand for Asian cuisine and the brand has been developed as trend-setter with cross-cultural appeal. The brand concept is flexible and will allow easy replication in different formats be it stand-alone sub-brands according to the demographic profile of each country."

He said Noshi Noshi will cater to those people who are on the move and has been positioned as an aspirational brand but with a reasonably priced menu. "We are confident that Noshi Noshi will grow in any metropolitan market where people are alive to Asian culture and culinary creativity," Mr. Kjellqvist said.

Mr. Abbasi said the Noshi Noshi concept has been developed with the idea that it will complement Dubtrade's existing Coffee Bean and Tea Leaf (CBTL) offering.

"Noshi Noshi will be a versatile brand and each outlet will be a profitable entity on its own. Depending on locations the brand can also be placed in conjunction with CBTL outlets enhancing the value proposition," he added.