Industry News | July 9, 2009

Cereal Bowl Heading to the Middle East

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The Cereal Bowl announced an agreement to expand its brand internationally into Qatar and other regions of the Middle East.

The agreement is between Cereal Bowl International LLC, a subsidiary of Cereal Bowl Franchises LLC, and Global Brands, a Qatar-based company that represents several international companies and brands in the Persian Gulf.

“We are totally confident that Global Brands will be able to re-create the ‘the Cereal Bowl experience’ throughout Qatar and the Middle East,” says Sheikh Abdulrahman Al-Thani, president and CEO of Global Brands. “We are proud of our partners and brands that we represent.” He also says that the introduction of the brand complements the company’s universal corporate strategy to diversify its product offerings and best serve the evolving consumer needs.

"There's no question the Cereal Bowl has international consumer appeal and strong global brand potential," says Kenneth Rader, president & CEO of the Cereal Bowl. "We are excited to partner with Global Brands and feel this has great potential for both companies. They are clearly recognized as a leader in franchise food operations in the Gulf region."

In the U.S., the Cereal Bowl expects to open 15 new units over the next 24 to 36 months, with current franchise agreements along the east coast. Since opening the door to their first cafe in Miami in February 2006, the company has expanded to several states, with its first franchise opening in Newark, Delaware, in 2008.

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