US-based franchise Global Franchise Group has signed a master franchise agreement with Western Brands for the opening of the first Marble Slab Creamery cafes in Pakistan.

The deal will see 10 Marble Slab Creamery stores opened in Pakistan over a 10 year period, with the 5000sqft Lahore flagship the first.

Marble Slab Creamery, currently operating in over 13 countries including Australia, Canada, Mexico, Saudi Arabia and Bahrain, is managed by GFG Management, a subsidiary of Global Franchise Group.

“We were looking to expand Western Brands’ portfolio to include a strong ice cream concept, and were impressed with Marble Slab Creamery’s international business model,” said Jawad Qureshi, chief marketing officer of Western Brands.

Like other franchisees, Western Brands will follow a model that can be customised to meet the local tastes and needs, says Global Franchise Group chief development officer John Barber.

“In a nation of 176 million people, we expect that the brand product will be well-received and positioned for growth in this emerging market,” said John Peddar, director of international development, Global Franchise Group.