25 Years of Noodle Box, 25 Weeks of Rewards


Australian-owned Asian food franchise, Noodle Box, celebrates their 25th Anniversary with an exciting 25 Years of Noodle Box, 25 Weeks of Rewards loyalty campaign. The promotion started on Monday 7th June 2021 and is available nationwide exclusively via the Concept Ate Rewards app.




Noodle Box was born in 1996 following two young Aussies’ adventures around bustling South-East Asia. Richly inspired by the vibrant hawker food markets during their travels, they opened the first Noodle Box on Chapel St, Melbourne. From there, they’ve gone on to create the iconic Noodle Box packaging, popularised the flavours of Southeast Asia in Australian households, and most recently launched their new multi-brand Online Ordering and Rewards app, Concept Ate Rewards.

Today, Noodle Box is Australia’s leading Asian food franchisor, with 72+ restaurants nationwide and counting. Reminiscing on the journey the brand has made since its humble beginnings, Noodle Box co-founder David Milne says “There’s nothing in this business that makes me feel anything but inspired to be here 25 years on.”

Noodle Box’s innovative outlook on franchising mobilised an early adaption to the virtual brand concept, with the launch of premium dumplings brand Double Dragon Dumplings in 2019 to be sold proudly alongside Noodle Box. Double Dragon Dumplings offers authentic handcrafted dumplings originating from 1930s Shanghai recipes by Chinese culinarian Miss Chang and features traditional dim sum fare and modern-day fusion delights.

“When we launched Noodle Box, we wanted to launch a brand that was iconic and innovative, giving Australians something not yet experienced before. This thinking has become part of the Noodle Box culture, with innovation at the core of every decision we make,” explains Noodle Box co-founder Josh James. “We are not a single-brand franchise, we are committed towards becoming Australia’s number one multi-brand franchisor with 150 restaurants in the next 5 years, all with a multi-brand offering” says Grant Lee, Concept Eight CEO.

To support the multi-brand franchising strategy, Noodle Box has launched Australia’s first multi-brand Online Ordering and Rewards app. The Concept Ate Rewards app allows members to order ahead or opt for delivery, from multiple brands including Noodle Box and attached virtual brands Double Dragon Dumplings and Supreme Leader Korean Fried Chicken in one single transaction under one delivery fee. Every order placed is also rewarded with points and access to member-exclusive offers.

“We are continuously exploring ways that we can provide our guests with real value. Our Concept Ate Rewards app does just that and more!” says Danielle Sidoti, Concept Ate Rewards Loyalty Program Manager. “Nearly every Aussie I speak to has fond memories of Noodle Box. Whether it is ordering late night Noodle Box to the office or enjoying a Noodle Box feast with your family on the weekend, Noodle Box packs a sense of nostalgia for many Aussies which is something truly special to celebrate ” says Megan De Haas, Noodle Box Brand Manager.



Download the Concept Ate Rewards app on the App Store or Google Play today to access the exclusive rewards that are part of the 25 Years of Noodle Box, 25 Weeks of Rewards loyalty campaign!