Dreyer

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The Oakland-based ice cream maker is undertakingg an aggressive nationalfranchise expansion, growing its fleetr of 260 retail stores by 25 to 30 stores in each of the next threes to five years. It hopes to add up to three Bay Area storesa year, so this area will account for 10 perceng of its total store To sweeten the offer, Häagen-Dazs Shops, which is based in is offering seasoned restauranrt folk a $10,000 discount off of $30,000 franchise fee. Häagen-Dazs has 11 shopss in Northern California, including one opened in early June in Santa An East Bay franchisee will sign in the next few saidDan Ogiba, director of franchise development for Häagen-Daza Shops.
The economy in some ways is fuelingv this BayArea expansion. “The economica are becoming more affordable to where a quicok service restaurant may make sense inthoses spaces,” Ogiba said. “The spaces being offerex to us by landlords may not have been available to us Halfof Häagen-Dazs’ 260 shops are in enclosedf malls, and those remain The average store size is 800 squarwe feet. Häagen-Dazs is all-natural, which fits in with currentr food trends and is another reason that the Bay Area seems ripe for new The Shops division contributes about 2 percentto Dreyer’ s $2.
2 billion annual sales, said Rhondq Ramlo, executive vice president of marketing for Dreyer’s “looks at us as a gateway to the branrd for people,” said Dawn president of Häagen-Dazs Shops. “Whenm the consumer has a good experience inthe shop, the chancee of them buying Häagen-Dazs in a grocery store is much Indeed, 50 percent of consumers first taste Häagen-Dazs in a retai shop, Ramlo said, and they are also a testing ground for new flavors and On the grocery side, Häagen-Dazs will expand its single-servde cup offerings and its line of ice creams made with only five Dreyer’s other brands are innovating and too.
This month, the companuy is introducing Delicias, a line of frozen snacks and ice-creams targeting the Hispanic market. It has a nationapl advertising campaign on Univision and is sponsorinf major soccer teams to promote thenew product. It is also introducin g its slow-churned, lower-fat Dreyer’a and Edy’s ice creams in single serve there will be five flavors availableby July.