Häagen-Dazs opens flagship café in Jeddah

Häagen-Dazs opened its flagship ice-cream café in Corniche, Jeddah in the presence of prominent guests and enthusiastic customers. Commenting on the event, Manolis Kontos, Managing Director, General Mills Middle East, Turkey and North Africa (MENAT) and Sub Saharan Africa (SSA) highlighted that as part of the development strategy of the brand in the region, strong emphasis is being placed on the Saudi market. The flagship café in Jeddah is 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 indulgent new flavors against a premium, more discerning café experience. 

“This new  Häagen-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, adding: "It sends a clear signal as to the importance Saudi Arabia holds for us and brings to six the number of Häagen-Dazs cafés to date in the Kingdom, ahead of an expansion policy that began with the Al-Gosaibi café in Al-Khobar and will see us extend the brand's presence throughout the country. It incorporates the House of Häagen-Dazs new design, which will make visits to our cafés an even more luxurious experience for our customers.”

The six Häagen-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 indulgent experience of Haagen Dazs' unique flavours 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' indulgent experience and was a result of a product exclusively crafted using 100% fresh milk and 0% artificial ingredients.

While future outlets will soon join the Häagen-Dazs Corniche Café, this 230 sq. meters sprawling location in the heart of the Corniche in Jeddah will provide comfortable seating for up to 125 people and will fast become the new address for indulgence in the Kingdom, under the stewardship of its franchisee, Mr. Abdulaziz Alothman, chairman of Al-Othman Holding Company.