Jumeirah Restaurants, the restaurant division of Dubai-based Jumeirah Group, has brought ‘The Tasty Tangles’ to Mumbai. The all-day restaurant, which will have an official launch on November 11 this year, is located at Khar and spread over an area of 2,900 sq.ft.
Jumeirah Restaurants has partnered with Dish Hospitality Pvt Ltd to open the restaurant, which has a seating capacity of 86 persons. Dishes are prepared in an open kitchen and the food is predominantly Asian with Thai, Malaysian, Singaporean, Indonesian and Chinese cuisines. The Tasty Tangles also has an outlet each in Delhi and Bangalore.
Raman Macker, director, Dish Hospitality, said, “In Bangalore and Delhi, The Tasty Tangles is doing amazingly well and I am confident the Mumbai outlet will excel. The location is perfect as this place has a very affluent, young and well travelled crowd. Also, the meal is very aggressively priced at Rs.499, which is hard to beat.”
Dish Hospitality Pvt Ltd plans to open 10-12 outlets of The Tasty Tangles in the next seven years.
Talking about the expansion plans, Macker said, “The Tasty Tangles is not something that will penetrate fast. Indians are not very price elastic, except for the population in metros. Moreover, for most Indians, the idea of Asian food is predominately Chinese. Our menu, though, has only one Chinese dish.”
The investment in the Khar outlet, Macker said, was Rs.3 crore. To spread awareness about the brand, the company will focus on local and regional advertising. “We will go national once we have six outlets up and running,” he added.
The Tasty Tangles was the first restaurant brand to be developed by Jumeirah’s dedicated restaurant division and will be growing exponentially over the coming years with license agreements already signed in the UAE, Bahrain, Pakistan, Kuwait, Cyprus, Egypt, Qatar, Oman, Australia, Saudi Arabia and Lebanon.
– Nivedita Jayaram Pawar