Real Deal
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Focus Brands is the parent company of Cinnabon, Schlotzsky’s, and Moe’s Southwest Grill, among many others. Cinnabon, which is popular in many malls across the U.S., has a robust licensing program. However, there is still room for growth in the U.S. market. Interestingly, Cinnabon has even more brand recognition in the Middle East, yet licensing in that part of the world is in its infancy.
The recently launched Liebmann Licensing has signed Stefan Richter, a cheftestant from season five of Top Chef. He has opened numerous highly acclaimed restaurants and is now being pitched to networks for his own series. Caryl Liebmann, CEO of Liebmann Licensing, talks about his approach to cooking and how she plans to develop him into a brand.