Sterling Restaurants to Open Over 10 New TCBY Locations in Qatar

Frozen yogurt brand TCBY has announced a multi-unit franchise development agreement with Sterling Restaurants, a subsidiary of the Al Muftah Group in Qatar.

Dec 18, 2024 - 14:13
Dec 18, 2024 - 13:14
Sterling Restaurants to Open Over 10 New TCBY Locations in Qatar
Pictured (L to R): Ibrahim Al-Muftah, Managing Director, Almuftah Group and Joe Lewis, President & CEO, Famous Brands International (Mrs. Fields & TCBY)

Frozen yogurt brand TCBY has announced a multi-unit franchise development agreement with Sterling Restaurants, a subsidiary of the Al Muftah Group in Qatar. This agreement marks a significant step in TCBY's international expansion.

Sterling Restaurants brings over 40 years of experience managing TCBY locations in Qatar and has deep ties to the region's business landscape. The Al Muftah Group, a notable family business in the Middle East, has been a cornerstone of Qatar's economy for over 60 years. The group recently welcomed a new generation of leadership, signaling a renewed focus on strategic growth and innovation.

Under the agreement, Sterling Restaurants plans to open more than 10 new TCBY locations across Qatar within the next five years. The initial stores will be in prominent malls, with the first opening anticipated in 2025. While this agreement currently focuses on TCBY, there is potential to introduce its sister brand, Mrs. Fields Cookies, in the future. TCBY, under Famous Brands International, is owned by Pearl Street Equity L.L.C., a New York-based single-family office.

Sterling Restaurants CEO Seamus MacTreinfhir stated that Sterling aims to strengthen TCBY's presence and expand its locations across Qatar. The company sees a growing demand for premium frozen yogurt in the region. The expansion aligns with Qatar's National Vision 2030, emphasizing nationwide economic diversification, business development, and social progress.

Famous Brands International CEO Joe Lewis expressed confidence in this partnership and emphasized the positive sales growth TCBY has achieved domestically over the past five years. This expansion into Qatar is part of TCBY's broader international growth strategy as the brand attracts franchise partners worldwide.

TCBY has over 360 locations worldwide and plans to expand, particularly in the Middle East. The brand offers various frozen yogurt flavors and treats that cater to all tastes and dietary preferences.