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JRG Dubai rebrands as Sarood Hospitality

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, marking a new era for the UAE-born company.

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,” added Ramadhan.

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.

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