- The Washington Times - Sunday, December 14, 2003

Jonathan R. Jameson is taking charge of Columbia, Md., ice-cream novelty chain MaggieMoo’s International LLC as president and chief executive officer.

Mr. Jameson, 55, plans to expand the chain, which has 102 locations, to 1,000 stores within the next five years.

“That’s a very credible goal that we expect to meet,” he said, adding that MaggieMoo’s would own 5 percent of the $12.5 billion market, which includes competitors such as Baskin-Robbins and Cold Stone Creamery.

Mr. Jameson replaces former chief executive Richard Sharoff, who stepped down to allow a more-seasoned executive build the company’s brand.

He comes to the ice-cream parlor operation after serving as senior vice president and chief brand officer for Panera Bread, a Richmond Heights, Mo., chain of 558 bakery cafes.

In addition to developing strategies to increase brand awareness of Panera Bread, Mr. Jameson also led marketing initiatives during his 2- year stint.

Prior to Panera, Mr. Jameson was the executive vice president and chief strategy officer for Denny’s Restaurant Inc.

“I learned a lot at both places,” especially at Denny’s, Mr. Jameson said. He also was head of brand development and chief financial officer at the restaurant chain.

“But I always wanted to be a chief executive, and this was the perfect opportunity to grow a promising company situated in a very good niche market,” he said.

MaggieMoo’s Chairman Stuart Olsten said the board of directors picked Mr. Jameson because of his experience with brand development while at Panera.

“He brings a fresh perspective to a niche market, and we are confident he will take the company to the next level,” Mr. Olsten said.

Although he has no specific plans, Mr. Jameson said he will focus on recruiting more franchise partnerships, expanding MaggieMoo’s presence and publicizing the stores as “luxury treateries.”

“The product is about having a good indulgence, and we want to push our locations as a place to enjoy our ice cream,” which is prepared daily at the store in small batches, he said.

MaggieMoo’s won best chocolate and dark chocolate ice cream awards from the National Ice Cream and Yogurt Retailers’ Association in 2002.

Mr. Jameson lives in Glenwood, Md., with his wife, Jan.

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