Dubai Retail, the retail management arm of Dubai Holding, has announced that JRG Dubai, its home-grown restaurant management company, has rebranded as Sarood Hospitality.
Part of Dubai Retail’s strategic efforts to propel the emirate’s food and beverage industry and 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 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 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 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.”
The rebranded entity, Sarood Hospitality is interwoven into the fabric of the emirate, drawing inspiration from its roots in Emirati heritage and how age-old cultural practises and norms remain relevant in modern UAE society.
“Sarood refers to the traditional woven mats decorated elaborately and used in the presentation of food during meals. We chose Sarood Hospitality because the name symbolises how the company’s iconic restaurant brands are already interwoven in the fabric of Dubai and serve as true symbols of hospitality and multi-faceted sustainability,” added Ramadhan.
Future plans include extensive refurbishment programmes of existing restaurants, driving key talent acquisitions and progressing digital transformation across the group’s portfolio.
Watsons to open 20 new stores in the GCC
In 2020, global health & beauty retailer AS Watson Group signed its
April 29, 2024 | By Rupkatha B / 
Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in
“Retail is a people’s business. When building a retail brand or the
From being one of the first retailers in Dubai to ban single-use
For starters, Rabbit is a growing e-commerce grocery platform in Egypt always
In 2024 grocery retail major Choithrams has achieved several milestones underscoring its
Industry pioneers are embracing a comprehensive strategy that integrates consumer insights, digital
The regional grocery retail market is evolving fast keeping pace with constantly
From ethical and local sourcing to adopting cutting-edge technologies to curb food
The regional grocery retail market is becoming more and more diverse, offering
Spinneys, the leading premium fresh food retailer, has announced the opening of
Spinneys has announced the launch of The Kitchen by Spinneys, its first-ever
/ 
bkry, one of Alserkal Avenue’s newest residents, goes beyond the cookie cutter
Located at Kempinski Central Avenue, Zenon combines modern technology with luxurious dining,
Founded over 20 years ago by restaurateurs Alexey and Dmitry Vasilchuk, the
In what comes as a significant announcement, Middle East based eyewear majors
Founded in 2007 by Kim Thompson and Matt Toogood, UAE-based RAW Coffee
US-based company SAMBAZON, an acronym for ‘Sustainable Management of the Brazilian Amazon’,
Emirati Gen Z women are seeking collaborative, culturally diverse and creatively enriching
Yolk Brands’ remarkable journey began humbly in April 2019 with the launch
The UAE, particularly Dubai, is a melting pot of cultures. However, introducing
Rapidly expanding its presence in the region, Canadian coffee chain Tim Hortons
Founded in 2010 by siblings Vivien and Howard Wong, Little Moons began
Previous Article
