Tasti D-Lite celebrates its brand re-launch in New York City

October 21, 2008 // Franchising.com // New York, NY, This fall, Gotham's favorite guilt-free indulgence celebrated the re-launch of this iconic New York brand with a new image and two new flagship stores. New Tasti D-Lite flagship centers were opened at Columbus Circle and the Empire State Building and unveiled a fresh, new image and store format. In addition, 27 Tasti D-Lite centers in Manhattan and the boroughs re-opened with the updated new look and décor.

During the third week of September, Tasti D-Lite kicked off their brand re-launch by hosting private VIP preview receptions for supporters of the brand, franchisees, and Tasti D-Lite associates at the new flagship locations. A representative of the Mayor's office read a congratulatory letter from Mayor Bloomberg, in which he cited that "Tasti D-Lite is something entirely unique and wonderful – much like our City itself." The company's pink "Mobile Tasti" van, fully equipped to serve their healthful treat, was stationed near-by during the event offering complimentary servings to those looking for a cup of their favorite frozen snack.

On grand opening day, throngs of true blue fans lined up outside the flagship centers for free Tasti D-Lite. The celebration also extended to 27 franchised Tasti D-Lite locations all over New York. Street teams dressed in Tasti Tees blanketed the city to hand out coupons and greet New Yorkers outside Tasti D-Lite centers in Greenwich Village, Soho, the Upper East Side, Upper West Side, Midtown and wherever Tasti fans needed some sweet relief.

To coincide with the flagship center openings, celebrity friends of the brand including Molly Sims, Lindsay Price, Michelle Tractenberg and Emmy Rossum came by to celebrate and indulge in Tasti D-Lite. Photographers captured their visits and coverage appeared in US Weekly, InTouch, Life&Style, OK! Magazine, People.com, New York Post, New York Daily News and Page Six Magazine.

The grand opening week also featured Tasti's "Guilt-Free Giveback"— a week-long benefit for the Food Bank for New York City. Participating Tasti D-Lite centers donated a portion of sales to help feed New Yorkers in need.

Tasti D-Lite offers great-tasting, good-for-you desserts served in a customer-focused environment. In 1987, the first official Tasti D-Lite serving swirled into history, and an unprecedented phenomenon was born. With Tasti D-Lite, shape-conscious New Yorkers could enjoy dessert with fewer calories. Less fat. And none of that pesky guilt. Today, Tasti D-Lite has become a daily delight with its creamy delicious, dairy dessert in more than 100 flavors.

With new Tasti centers now opening across the U.S. and around the world, Tasti D-Lite is building a 500-center franchise network. Lead by a world-class operating team, the company is undertaking a program of product innovation through science and nutrition, flavor innovation, and service excellence.

For more information about Tasti D-Lite, please log onto www.tastidlite.com.



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