TCBY and Sterling Restaurants to open new locations in Qatar

Posted by Admin December 18, 2024 World

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(L to R): Almuftah Group managing director Ibrahim Al-Muftah and Famous Brands International (Mrs Fields and TCBY) president and CEO Joe Lewis. Credit: TCBY/PRNewswire.

Frozen yogurt brand The Country’s Best Yogurt (TCBY) has signed a strategic franchise development agreement with Sterling Restaurants to establish more than ten new locations across Qatar up to 2029.

The move is part of TCBY’s broader international growth strategy and aligns with Qatar’s National Vision 2030.

Sterling Restaurants, a subsidiary of Al Muftah Group, has a history of more than four decades managing TCBY venues in Qatar.

The initial TCBY stores are planned for high-profile areas in prominent malls, with the first opening in 2025.

While the current agreement is specific to TCBY, there is potential for introducing the sister brand, Mrs Fields Cookies, in the future.

Owned by Pearl Street Equity, TCBY falls under the umbrella of Famous Brands International, a multi-billion dollar New York-based single-family office.

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Famous Brands International chief executive officer Joe Lewis stated: “This agreement is a significant milestone in TCBY’s journey of global growth.”

“Sterling Restaurants’ legacy, strategic vision and dedication to making TCBY a part of their community over the past few decades have been invaluable, and we are happy to commit long-term to this successful relationship.”

“The Al Muftah Group’s commitment and new leadership further reinforces our confidence in this partnership. Domestically, TCBY has achieved consistent, positive same-store sales over the past five years, and this expansion throughout Qatar demonstrates our dedication to revitalising the brand both at home and abroad.”

Sterling Restaurants plans to provide regionally inspired flavours to cater to the preferences of local consumers.

TCBY’s international growth strategy has been successful in attracting franchise partners worldwide.

The brand offers a diverse yogurt menu, including dairy-free, vegan and gluten-free options, and allows guests to customise with more than 35 toppings.

With 360 locations globally, TCBY and Mrs Fields Cookies are poised for continued expansion, with the Middle East a priority region for future development.

Sterling Restaurants chief executive officer Seamus MacTreinfhir stated: “Sterling Restaurants intends to strengthen TCBY’s presence and embark on this expansion to bring more locations to communities across Qatar.

“We recognise that the nostalgic appeal of TCBY resonates deeply with the local community, and the growing demand for premium frozen yogurt presents an exceptional opportunity for growth.

“Leveraging our expertise and deep connection to the region, we’re ready to take TCBY to new heights.”