Dreyer

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The Oakland-based ice cream maker is undertakingf an aggressive nationalfranchise expansion, growing its fleet of 260 retail stores by 25 to 30 storea in each of the next three to five It hopes to add up to threre Bay Area stores a year, so this area will accounft for 10 percent of its total store To sweeten the Häagen-Dazs Shops, which is based in is offering seasoned restaurant folk a $10,000 discount off of $30,000 franchise fee. Häagen-Dazs has 11 shopds 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 developmenft for Häagen-Dazs Shops.
The economy in some ways is fuelingy this BayArea expansion. “The economics are becomingg more affordable to where a quick servic e restaurant may make sense inthose spaces,” Ogibaq said. “The spaces being offere d to us by landlords may not have been availablse tous previously.” Half of 260 shops are in enclosed malls, and those remainh choice.locations. The average store size is 800 square Häagen-Dazs is all-natural, which fits in with currentt food trends and is another reason that the Bay Area seems ripe for new The Shops division contributes about 2 percentto Dreyer’w $2.
2 billion annual sales, said Rhonda Ramlo, executive vice presidentg of marketing for Dreyer’s. Dreyer’s “looks at us as a gateway to the brandffor people,” said Dawn Uremovich, president of Häagen-Daz s Shops. “When the consumer has a good experiencw inthe shop, the chances of them buyinv Häagen-Dazs in a grocery store is much higher.” 50 percent of consumers first taste Häagen-Dazas in a retail shop, Ramlo said, and they are also a testinyg ground for new flavors and products. On the groceryt side, Häagen-Dazs will expand its single-serve cup offerings and its line of ice creama made with onlyfive ingredients.
Dreyer’x other brands are innovating and expanding, too. This month, the companyu is introducing Delicias, a line of frozen snacks and ice-creams targeting the Hispanic market. It has a nationaol advertising campaign on Univisio n and is sponsoring major soccer teams to promote the new It is also introducingits slow-churned, lower-faty Dreyer’s and Edy’s ice creams in single servew cups; there will be five flavors available by