Haagen-Dazs opens flagship café in Jeddah

Haagen-Dazs opens flagship café in Jeddah
Updated 10 February 2016
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Haagen-Dazs opens flagship café in Jeddah

Haagen-Dazs opens flagship café in Jeddah

Haagen-Dazs opened its flagship ice-cream café on the Jeddah Corniche.
Manolis Kontos, MD, General Mills Middle East, Turkey and North Africa (MENAT) and Sub Saharan Africa (SSA), highlighted this as part of the development strategy of the brand in the region and said strong emphasis is being placed on the Saudi market.
The flagship café in Jeddah is described as the largest in the region and will showcase a full range of flavors and creations and in the future will spearhead the roll out of new flavors against a more discerning café experience.
“This new Haagen-Dazs Café will strengthen the iconic ice cream brand's presence in Jeddah, and incorporates the brand's new exclusive and luxurious design." Michela Andrenacci, marketing director, General Mills MENAT said.”
The six Haagen-Dazs cafés in Saudi Arabia join the brand's existing outlets throughout the Middle East, bringing the number of cafés to 40 in total in the Middle East, Turkey and Africa region. This is in conjunction with an ambitious expansion drive in the retail channel too, where the brand was launched in large supermarkets and hypermarkets in the last year in the Kingdom, bringing the experience of Haagen Dazs' flavors closer to customers.
In October 2015, the brand launched the new Real campaign in the region on TV and through various other consumer touch-points. Real ice-cream for refined taste’ helped communicate Haagen Dazs' experience and was a result of a product exclusively crafted using 100 percent fresh milk and 0 percent artificial ingredients.
While future outlets will soon join the Haagen-Dazs Corniche Café, this 230 sqm location in the heart of the Corniche is expected to provide seating for up to 125 people and become the new address in the Kingdom, under the stewardship of its franchisee, Abdulaziz Alothman, chairman of Al-Othman Holding Company.