Carvel Unveils New Shoppe Design and Brand Image as Ice Cream Franchise Celebrates 80th Anniversary

Iconic Ice Cream Brand Plans to Add 20 Newly Designed Full and Express Shoppes as Part of Growth Strategy

 

ATLANTA – April 8, 2014 – Carvel ... America's Freshest Ice Cream®, is celebrating its 80th anniversary with the debut of a contemporary and inviting new shoppe design and brand image, a move to enhance guest experience and spur a new wave of growth for the iconic brand.

Carvel® is a leading regional ice cream brand in the Northeast, known for its signature ice cream cakes, Fudgie the Whale® character, freshly made soft serve ice cream and other hand-crafted novelty treats. Carvel also has a strong presence in South Florida where it has 22 locations, including the first site of the new shoppe design, which opened in Royal Palm Beach in March. Nationally, Carvel has expanded its presence through more than 100 Carvel express shoppes, which are often developed as co-brands with established host restaurants.

The 400-unit Carvel, which was the first retail ice cream franchise, expects to strengthen its brand footprint in core markets as it moves into a new stage of growth. In the year ahead, Carvel plans to add 20 new full and express shoppes. Carvel seeks franchisees to develop express shoppes throughout the country and full shoppes in Florida as well as Northeast markets, including New York, New Jersey, Connecticut and Massachusetts.

The new shoppe design features updates that showcase Carvel menu items, including new dipping cabinets and a topping bar, as well as a large display area for the brand’s signature ice cream cakes. Carvel has also added digital menu boards to communicate the company’s broad variety of treats. In new Carvel shoppes, guests will notice an inviting atmosphere with an updated look, wood-finished floors, vibrant colors and new brand imagery, including a revamped logo with a whimsical illustrated ice cream cone. 

“For the past 80 years, Carvel has delighted guests with ice cream treats that are perfect for any celebration,” said Carvel President Scott Colwell. “With our new design and expansive menu of hand-crafted cakes and treats, it’s never been a better time to be a part of the brand.”

Carvel also recently unveiled its new redesigned express shoppe. Franchisees can develop Carvel express shoppes which can be stand alone or co-branded and are available for development in non-traditional venues, such as airports, universities, malls, travel venues, military bases, stadiums and arenas, and amusement parks. All new Carvel express shoppes will have digital menu boards and upgraded branding, including the new logo. Express shoppes offer many popular Carvel fountain items, including cups and cones, classic sundaes, shakes and Carvelanche® treats.

The total initial investment for a Carvel full shoppe ranges from $250,000 to $380,000 based on location, square footage and equipment package. Carvel full shoppes range in size from 800 to 1,200 square feet. Express shoppes range in size from 100 to 300 square feet with an estimated initial investment ranging from $30,000 to $120,000, depending on several factors, including whether or not the express shoppe is located in a host facility.

For more information on Carvel franchising opportunities, please visit www.CarvelFranchising.com.

About Carvel Ice Cream

The United States’ first retail ice cream franchise, Carvel® Ice Cream has become one of the best-loved and most recognized names in its industry. The company is a leading provider of premium soft serve and hand dipped ice cream products, as well as uniquely shaped ice cream cakes, including its signature Fudgie the Whale® and Cookie Puss® cakes.  Atlanta-based Carvel currently operates over 400 franchised and food service locations, and is a part of FOCUS Brands Inc., the franchisor of Carvel® Ice Cream, Cinnabon®, Schlotzsky’s®, Moe’s Southwest Grill®, Auntie Anne’s®, McAlister’s Deli®, and Seattle’s Best Coffee® on military bases and in certain international markets. Visit www.carvel.com for more information, follow us on Twitter @CarvelIceCream of become a fan at http://facebook.com/CarvelIceCream.

Melissa Smith
Email: melissasmith@focusbrands.com
Phone: 404-705-4449