Creams appoints new CEO

Creams has appointed Everett Fieldgate as its new CEO as the company enters its next stage of growth both internationally and in the UK. Othman Shoukat will remain as managing director until the end of year for a smooth transition before stepping down from the day-to-day running of the business. He will also remain on the board of directors to support the senior team’s growth and brand development plans. With over 17 years spent working in the food and hospitality industries, Fieldgate is said to bring a “wealth” of experience to Creams across casual dining, QSR and global franchising. He joins Creams from Dubai where he worked across multiple disciplines as franchisor and franchisee with Yum!, Americana and Costa Coffee where he went on to become the coffee brand’s general manager for Emerging Markets before being appointed general manager European Franchise. Prior to that, he was at KFC UK and Ireland where he rose through the ranks from commercial director to regional operations director before being promoted to CFO and then chief development officer of the MENA business. Shoukat said: “We are delighted to have found a CEO with exactly the right balance of operational, franchise management, international expansion and brand development experience. Everett’s passion for the industry in general and the Creams brand, combined with his drive and his strong skill set means he is perfectly placed to take the brand forward. I can’t wait to see what the future holds under his leadership.” Fieldgate added: “It’s an incredibly exciting time to be joining Creams on its journey from being the ‘UK’s No.1 dessert brand’ to becoming the ‘world’s leading dessert brand’. What I love most is that Creams has the ability to bring moments of joy and wow right at a time people need it most. The brand has been building momentum over the past few years and is now poised to expand further in the UK and internationally. “As someone who is passionate about building great teams, I am looking forward to working with our board, franchisees and all our store teams to bring these moments of joy to our customers as we deliver innovation and exceptional experiences.” Since the start of the pandemic, Creams has opened 12 new restaurants and secured a pipeline of a further 15 sites. It has strengthened its senior team to support its growth plans with several new appointments including Christian Chaumette as COO. Additional significant new hires have been made in Property and Franchise Development, Construction, Marketing, Procurement, New Product Development and Operations over the last 12 months. Creams will also be introducing a head of People and Culture in the coming weeks.

Creams appoints new CEO

Othman Shoukat will remain as managing director until the end of year for a smooth transition before stepping down from the day-to-day running of the business

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