Oprah Winfrey praised them. Jon Stewart promoted them. Martha Stewart showcased the recipe on television.
Sprinkles Cupcakes, the Beverly Hills bakery devoted exclusively to cupcakes since 2005, has attracted a celebrity following. Beyond its dozen U.S. locations, the brand even operates a Sprinkles Cupcake ATM on S. Santa Monica Boulevard in Beverly Hills.
Now the beloved bakery is preparing to open a new wave of retail locations across the Middle East after signing a franchise agreement with M.H. Alshaya Co. The partnership aims to bring Sprinkles to ten countries in the region, including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia and the United Arab Emirates.
“Our cupcakes are a sophisticated update on an American classic and have developed a strong international fan base among overseas visitors,” said Candace Nelson, founder of Sprinkles Cupcakes. “Our brand is all about outstanding taste and quality and we are confident that Alshaya can deliver that promise to consumers in the Middle East.”
The expansion reflects growing demand for premium, specialty bakeries in the region, where shoppers increasingly seek high-quality, familiar international brands. Sprinkles’ signature approach—focusing on carefully crafted flavors, fresh ingredients and consistent presentation—positions the brand to appeal to both longtime fans and new customers discovering gourmet cupcakes for the first time.
Franchising through an established regional operator like M.H. Alshaya Co. gives Sprinkles local market expertise, logistics support and retail experience, helping ensure that each bakery maintains the standards customers expect. The collaboration will cover site selection, store design, staff training and supply chain coordination so the cupcakes retain their signature taste and presentation across diverse markets.
For consumers in the listed countries, the arrival of Sprinkles will add another choice for specialty desserts and upscale retail bakery experiences. Whether in mall food courts or stand-alone boutiques, the brand’s focus on variety, seasonal offerings and signature flavors aims to create both everyday treats and occasion-worthy pastries.
Sprinkles’ growth strategy has emphasized controlled, quality-focused expansion rather than rapid saturation. That approach—combined with strong brand recognition and celebrity endorsements—has helped the company maintain a premium image while reaching new audiences. The collaboration with Alshaya signals a deliberate step to bring that same standard to the Middle East market.
As plans progress, customers can expect the signature cupcake varieties and rotating seasonal flavors that helped make Sprinkles a cultural phenomenon. The partnership seeks to balance local tastes with the classic recipes that built the brand, offering a consistent, high-quality experience for shoppers across the region.