Frozen Yogurt Brand TCBY Gains Ground in Qatar

Frozen yogurt brand TCBY has made plans to grow its footprint in the Middle East.

Part of Famous Brands Int’l., which also includes Mrs. Fields Cookies, TCBY announced it has signed a deal that will bring 10-plus stores across Qatar within the next five years. There’s also potential to introduce Mrs. Fields in the future.

TCBY signed the deal with Sterling Restaurants, a subsidiary of the Al Muftah Group, which has more than four decades of experience managing its stores in Qatar.

Seamus MacTreinfhir, CEO of Sterling Restaurants, says in the release, “We recognize 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.”

Joe Lewis, CEO of Famous Brands Int’l., says, “Domestically, TCBY has achieved consistent, positive same-store sales over the past five years, and this expansion throughout Qatar demonstrates our dedication to revitalizing the brand both at home and abroad. We’re confident Sterling Restaurants will deliver remarkable success, and we look forward to seeing this partnership unfold.”

 

Register now for FER’s Multiunit Foodservice Equipment Symposium, January 27-29, to hear from Joe Lewis of Famous Brands Int’l. (TCBY and Mrs. Fields). Click here.

TCBY and Mrs. Fields have more than 360 locations worldwide. The Middle East marks a priority region for expansion, with plans to introduce more locations in the coming years. TCBY offers a wide variety of frozen yogurt flavors and treats. Its product line incudes dairy-free, vegan and gluten-free options.