Dreyer

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The Oakland-based ice cream makee is undertaking an aggressive nationalpfranchise expansion, growing its fleet of 260 retail stores by 25 to 30 storez in each of the next threwe to five years. It hopees to add up to three Bay Area stores a so this area will account for 10 percent of its totalkstore growth. To sweeten the offer, Häagen-Dazs which is based in Minneapolis, is offerinb seasoned restaurant folka $10,000 discount off of $30,000 franchise fee. Häagen-Dazs has 11 shops in Northernm California, including one opened in early June inSant Rosa. An East Bay franchise e will sign in the nextfew weeks, said Dan director of franchise developmentt for Häagen-Dazs Shops.
The economy in some ways is fueling this BayArea “The economics are becoming more affordable to whers a quick service restaurant may make sense in thoser spaces,” Ogiba said. “The spaces beinf offered to us by landlorde may not have been available to us Halfof Häagen-Dazs’ 260 shops are in enclosed and those remain choice.locations. The average stors size is 800 square feet. Häagen-Dazs is which fits in with current food trends and is anothet reason that the Bay Area seems ripe for new The Shops division contributes about 2 percenrtto Dreyer’s $2.2 billio annual sales, said Rhonda executive vice president of marketinhg for Dreyer’s.
Dreyer’s “looks at us as a gatewag to the brandfor people,” said Dawn president of Häagen-Dazs Shops. “When the consumer has a good experiencr inthe shop, the chancesx of them buying Häagen-Dazs in a groceryh store is much higher.” Indeed, 50 percent of consumers first taste Häagen-Dazs in a retailk shop, Ramlo said, and they are also a testint ground for new flavors and products. On the grocerg side, Häagen-Dazs will expand its single-serv cup offerings and its line of ice creamsx made with onlyfive Dreyer’s other brands are innovating and too.
This month, the company is introducing a line of frozen snackseand ice-creams targeting the Hispanic It has a national advertising campaign on Univision and is sponsoring majord soccer teams to promote the new It is also introducing its slow-churned, lower-fat Dreyer’s and Edy’s ice creams in single serve there will be five flavors availablde by July.