December 17, 2024 // Franchising.com // DOHA, QATAR – TCBY announced today a new multi-unit franchise development agreement with Sterling Restaurants, marking a significant step forward in the beloved brand’s international expansion and a new chapter for TCBY in Qatar.

Sterling Restaurants, a subsidiary of the renowned Al Muftah Group, brings over four decades of experience managing TCBY locations in Qatar and deep ties to the region’s business landscape. 

This expansion agreement builds upon the decades of success between TCBY and the Al Muftah Group, reflecting the mutual trust and confidence shared by both organizations. Under the agreement, Sterling Restaurants plans to open more than 10 new TCBY locations across Qatar within the next five years. While this agreement currently focuses on TCBY, there is potential to introduce its sister brand, Mrs. Fields Cookies, in the future. Initial stores are slated for high-profile areas in prominent malls, with the first opening anticipated in 2025. TCBY, under Famous Brands International, is owned by Pearl Street Equity L.L.C., a multi-billion dollar New York-based single-family office.

This expansion aligns seamlessly with Qatar’s National Vision 2030, which emphasizes nationwide economic diversification, business development, and enhancements to lifestyle and social progress. Sterling Restaurants’ leadership team sees TCBY as a natural fit within this framework, with plans to modernize the dining experience while promoting healthier eating habits amongst customers. They envision incorporating regionally inspired flavors into future menus, blending tradition with innovation to meet the evolving preferences of local consumers.

 With over 35 toppings ranging from candies and desserts to fresh fruits, nuts and sauces, customers can fully customize their frozen treats. The store also offers a selection of frozen desserts, including milkshakes, parfaits, sundaes, cakes, pies, chillers, sorbet fizz and more.

SOURCE TCBY®

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