Retail ice cream maker Carvel is looking to scoop out a larger Connecticut market share with plans to add at least 10 new locations over the next few years, the company’s president Scott Colwell said.
The planned expansion comes as the ice cream franchise remakes its image with a new shop design and logo to mark its 80th anniversary.
The Atlanta-based company, which has 400 U.S. franchise and food services locations, is looking to re-energize its brand and recruit new franchisees to gain a deeper foothold in the bourgeoning $28.6 billion ice cream and frozen desserts industry, Colwell said.
“The brand has a high awareness and a strong consumer following in Connecticut,” Colwell said. “Our goal with the local expansion is to increase our market share and make the brand more convenient to our loyal customers.”
Carvel currently has 19 Connecticut locations and is looking for franchisees to open new stores, which will be among the first to dawn redesigned layouts showcasing top Carvel menu items, including a new toppings bar, a large display area for the brand’s signature ice cream cakes, and a digital promotional menu board, Colwell said. Shops will also have a more contemporary atmosphere with wood-finished floors, colors and modern brand imagery, including a revamped logo with an illustrated ice cream cone.
The total initial investment for a full-service Carvel shop ranges from $250,000 to $380,000 and varies based on location, square footage and equipment package. Full-service Carvel shops range in size from 800 to 1,200 square feet. For express shops, which have a limited menu and require only 100 to 300 square feet, development costs range from $37,000 to $119,000. Restaurant and food industry experience is not required to open a Carvel franchise, Colwell said.
Carvel is 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.
— Greg Bordonaro
