Founded in 2008 by Des Pheby, Wok&Go currently operates twenty sites in the UK and one in Kuwait City, with Dubai opening in Q1 2016.

Des Pheby commented: “Noodles are the new trend in quick-casual, few other products are so healthy, convenient, portable and customisable and they definitely have the cool factor. Our food is the secret behind our success and the strong performance of our first 20 stores has attracted investment from established operators and investment groups, leading to an amazing growth rate”.

Part of the growth will come from two investment groups setting up clusters of new restaurants in the North of England and East Midlands. The company will also open 15 new restaurants in Essex, as well as opening individual locations in Chatham, Winchester, Glasgow and break into the Central London market with a brand new site on Finchley Road.

“Franchising is a crucial part of our brand expansion strategy. We are keen to work with the best partners to secure the best sites available. We offer both owner/operator and managed franchises, where we run the store on behalf of the franchisee. This has proven to be a popular option with hands-off investors,” Des Pheby added.

Seeds Consulting Director Matteo Frigeri said: “We only partner with exciting and strong concepts that have the potential to become market leaders worldwide in their segment. Wok&Go appeal has proven to be enormous in the UK and abroad.”

"Its rapid growth comes from the fact it fits some many customer trends – health, convenience, personalisation, theatricality – and it has a flexible model that has been proven to work in high streets, shopping malls and non-traditional locations," concluded Matteo Frigeri.

Published: 12 November 2015

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