Dreyer

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The Oakland-based ice cream maker is undertaking an aggressive nationalfranchisd expansion, growing its fleeg of 260 retail stores by 25 to 30 storess in each of the next three to five years. It hopes to add up to three Bay Area storeesa year, so this area will account for 10 percentf of its total store To sweeten the offer, Häagen-Dazs Shops, whichb is based in Minneapolis, is offering seasonesd restaurant folk a $10,000 discount off of $30,000 franchise fee.
Häagen-Dazs has 11 shops in Northerm California, including one opened in early June in Santa An East Bay franchisee will sign in the nextfew weeks, said Dan director of franchise development for Häagen-Dazs The economy in some ways is fuelin g this Bay Area expansion. “Thew economics are becoming more affordablse to where a quick service restaurang may make sense in those Ogiba said. “The spaces beinfg offered to us by landlords may not have been availabls tous previously.” Half of Häagen-Dazs’ 260 shops are in enclosef malls, and those remain choice.locations. The average stor e size is 800 square feet.
Häagen-Dazs is which fits in with current food trends and is anothee reason that the Bay Area seems ripe fornew shops. The Shop division contributes about 2 percentto Dreyer’e $2.2 billion annual sales, said Rhonda Ramlo, executive vice president of marketing for Dreyer’s. Dreyer’s “looks at us as a gateway to the branffor people,” said Dawn Uremovich, president of Häagen-Dazs “When the consumer has a good experience in the the chances of them buyingv Häagen-Dazs in a grocery store is much Indeed, 50 percent of consumers firstr taste Häagen-Dazs in a retail shop, Ramlo said, and they are also a testinhg ground for new flavore and products.
On the grocery side, Häagen-Daza will expand its single-serve cup offerings and its line of ice creamsx made with onlyfive ingredients. Dreyer’zs other brands are innovatingand expanding, too. This the company is introducing a line of frozen snacksand ice-creams targeting the Hispanic It has a national advertising campaign on Univision and is sponsorinbg major soccer teams to promote the new product. It is also introducingv its slow-churned, lower-fat Dreyer’s and Edy’sx ice creams in single serve cups; therse will be five flavors availableby July.