The first permanent Oreo Café outside of the US has opened at Hamad International Airport (HIA) in Doha, Qatar.
The 116 square-metre cafe, located in the new North Node, offers select sweet treats, including Oreo milkshakes, muffins and cheesecakes, as well as a savoury food and beverage menu.
The cafe features Oreo's signature electric blue, white and black branding, as well as giant Oreo furniture, digital walls and a retail area.
At the cafe's Oreo Creations Bar, chefs can be seen preparing the items offered on the menu.
An 'Exceptional Partnership'
In a statement, Jaya Singh, managing director of Mondelez WTR, and Thabet Musleh, vice president of Qatar Duty Free (QDF), said, "This is a historic moment for Mondelēz and QDF. This exceptional partnership has brought a world first to the world's leading airport, and we have truly delivered on our mission to bring exclusive experiences to travel retail.
"With Mondelēz WTR's first foray into food and beverage leveraging a powerful global brand, we are confident that Oreo Café Doha will cement itself as a flagship outlet."
Mondelēz and Qatar Duty Free (QDF) ran an integrated marketing campaign, including a Qatar Airways in-flight video in October of last year.
Mondelēz also launched a social media campaign featuring playful assets and culinary imagery to promote the cafe.
To mark Oreo Day, the partners ran an airport takeover at HIA on 6 March, with an end-to-end digital campaign across more than 800 screens.
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© 2023 European Supermarket Magazine – your source for the latest A-brands news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.