The expansion of the ice cream company Häagen-Dazs is proceeding apace. In our country, it is expected to reach a 19% annual growth in new openings during this 2022. Currently, it has more than 800 stores around the world, spread over more than 40 countries, which makes it a consolidated brand in Spain, Europe and the rest of the globe.
Since Ruben Mattus proposed create the best ice cream in the world With the founding of the company in 1961, and since the opening of the first boutique in 1976 in the neighborhood of Brooklyn, New York, its expansion has been increasing internationally and has consolidated it as one of the reference ice cream brands. .
Today, the boutiques of Häagen-Dazs provide the 30% of total net sales of the company worldwide. This is due to the fact that they have been able to offer the customer a totally unique experience in their premises, with an offer that puts an end to the seasonality and temporality so closely linked to ice cream, in addition to the exclusivity of the more than 24 flavors that can only be found in its stores, or the unique packaging format of 1 Lt.
On the other hand, the boutiques have unique creations and drinks that are complemented by limited editions that arrive with each season of the year, which makes the Häagen-Dazs boutiques an authentic experience that can only be enjoyed in these spaces. In addition, to avoid a seasonal menu and achieve that variety, they also have a selection of gourmet cakes, crepes and waffles.
In recent years, the company has begun a process of renewal, both of its brand image, much more colorful and attractive, and of its boutique ice cream parlors, with an architectural and design concept with which they intend to convert the visit of customers in a unique experience. This renovation is not limited to new openings, but also existing stores are being remodeled. Currently, 70% of the boutique network is already adapted to this new image.
Entrepreneurship with Häagen-Dazs
Häagen-Dazs works through the franchise model, but in an exclusive way, avoiding the overcrowding of establishments. This represents a great opportunity for all those who want to start a business on their own, having a large number of benefits by having a brand like Häagen-Dazs behind, among which are:
- Training of managers and employeestalent development or skills training.
- Everything related to operations, such as ongoing support, business review and action plans, or regular store visits.
- At the expansion level, a location selection assistanceconstruction guidelines, design manuals, or central sourcing.
- In addition to benefits in the marketing area, with a wide catalog of annual activations, campaigns, RRSS, events or promotions.
- Häagen-Dazs does not impose royalties or a percentage of sales on its franchisees.
Entrepreneurs who decide on this franchise model have several store format options, which are tailored to the requirements of each of them. These options range from a 20 square meter corner shop, with a take out service; a take-out boutique of between 50-100 square meters, also with take-out service, but which includes a table area; a casual boutique, which adds casual service to the table and is usually located in the main streets of the city or shopping malls.
Likewise, there will be a dine-in boutiques of up to 200 square meters, also located in a prominent area and with full table service. All these store formats have a careful design designed for the enjoyment of customers, whether for a take away purchase or for those who enjoy the careful experience within the boutique itself.
