Thu 10th Dec 2015 - UK noodle bar brand signs 15-site UAE franchise deal UK noodle bar brand signs 15-site UAE franchise deal: UK noodle bar brand Wok&Go has signed 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. Pheby said: “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. Pheby added: “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 has consulted on the UAE deal. Director Matteo Frigeri said: “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. 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” said Pheby. Wok&Go is a 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. Seeds Consulting is a food business developer based in the UK, combining an investments, franchising, property and operations consultancy. Seeds Consulting gets involved with brands from the conceptual stage to international development.