UK noodle bar market leader, Wok&Go signs a 15-outlet area development agreement for the UAE in partnership with a local investment group.

Founded in 2008 by Des Pheby, Wok&Go has 20 stores in the UK and it already operates a site in the GCC in Kuwait City. The first UAE site will be in Dubai in the Al Ghurair Centre.

Des Pheby comments: “Our strategy is to develop further in the GCC as well in other selected geographies. Unlike other brands our size, we are not driven by opportunity but by a clear strategy.”

The Dubai store will feature a variety or noodle and rice dishes the brand is famous for and offer eat in, take away and delivery options. The store will feature its trademark “wok theatre” with dishes made to order in an open-plan kitchen.

Des adds: “We have very specific criteria for international franchise partners. We want to work with companies with a solid F&B or retail experience that have the appetite, funding and ability to build a successful Wok&Go business quickly in their domestic markets.”

London-based business developer Seeds Consulting is behind the UAE deal. Director Matteo Frigeri comments: “The appetite for the noodle bar segment is growing worldwide and Wok&Go is well positioned to benefit from such trend having a great product and system and coming from a sophisticated and competitive market like the UK, which adds to its appeal.”

Matteo adds: “Wok&Go will do well in Dubai. Their products are versatile and their system offers quality and speed, essential in a very competitive environment.”

The brand is set to continue its roll-out of company-owned and franchised sites in the UK and abroad. “We are doubling the number of UK stores this year breaking into new markets like London and Scotland and in parallel developing some amazing new products,” says Pheby.

Wok&Go is a unique branded fusion chain, blending the best of Thai, Malaysian, Indonesian, Chinese and Japanese cuisine. All the dishes are prepared in an open-plan kitchen and made to order from fresh ingredients. Wok&Go is one of the fastest growing Asian chains in the UK and one of the few with nationwide presence.

Seeds Consulting is the leading food business developer in the UK. Combining investments, franchising, real estate and operations consultancy, Seeds Consulting gets involved with brands from the conceptual stage to international development.