Hotbrands International opens Sugoi! in Yas Mall

Leading UAE-based food services company, Hotbrands International (HBI) has opened its first outlet in 2015, the Japanese ethnic food concept Sugoi! at the countrys newest family destination, Yas Mall in Abu Dhabi.

This is the 5th Sugoi! outlet in the HBI portfolio of multi-ethnic food concepts, and forms part of its expansion strategy for 2015 in the UAE, regional and international markets.

The new Sugoi! outlet offers a refreshing look and feel to a food concept that was conceptualized to give foodies in the UAE a taste of traditional Japanese cuisine in a quick service restaurant format. Sugoi! restaurants are located at various mall food courts in the UAE and serves up authentic Japanese specialties in no time for great value.

Prabhakar Singh, spokesperson for HBI, said: The Sugoi! restaurant at Yas Mall demonstrates HBIs commitment to provide a vast cross-section of residents and visitors in the UAE the opportunity to savour multi-ethnic dishes within a vibrant yet relaxed setting. The new outlet features an open kitchen that serves up authentic Japanese dishes such as teppanyaki and teriyaki, sushi and sashimi - all in a quick dining atmosphere, and offering quality food options that are healthier and affordable.

HBI opened its first outlet in Dubai 23 years ago, and has now grown to more than 50 outlets in the GCC, India and United States. HBI is particularly well known for its Quick Service Restaurant (QSR) format. Currently, HBIs QSR concepts include Shamiana (Indian cuisine), Magic Wok (Chinese), Santinos (Italian), Sala Thai (Thai) and Sugoi! (Japanese), which reflect the flavours and cultures of the countries they represent. Its Casual Dining Restaurant (CDR) concept features Haru, which serves Japanese Robatayaki cuisine. HBI has also opened its first Fast Casual Restaurant (FCR) concept, Wok Chi, which serves Chinese cuisine, in the United States.