Franchising an American Favorite: Haagen-Dazs(R) Expanding U.S. Presence

By: The Haagen-Dazs Shoppe Company, Inc. | 1,021 Shares 1,090 Reads

Iconic U.S. Brand Announces Aggressive Growth Plans for New Shops Nationwide

May 18, 2009 // Franchising.com // Minneapolis, MN - Rarely does the opportunity present itself to own a piece of an American classic, but that's the "scoop" with Häagen-Dazs. The U.S. franchisor of the internationally recognized brand has announced that it is seeking to significantly expand the presence of its Häagen-Dazs Shops in the United States with aggressive growth intended for select markets. Company plans include increasing the number of Häagen-Dazs Shops by ten percent annually.

"We are thrilled to offer our rich heritage to more franchise investors, and subsequently a larger customer base as we expand into new markets," said Dan Ogiba, director of franchise development for the Minneapolis-based Häagen-Dazs Shops. "Consumer awareness of our brand is exceptionally high. So we are a great match for investors with a passion for the ultimate in super-premium ice cream, sorbets and other finely-crafted frozen desserts."

With more than 250 U.S. locations currently in operation, Häagen-Dazs is positioned for unprecedented growth. The company is focusing its U.S. franchising efforts in underdeveloped markets for the brand, including areas throughout Northern California, Georgia, Maryland, Virginia and Hawaii. In addition, the company is growing in markets where its footprint has been established, but where more growth potential exists. The brand has substantial room for growth in Southern California, Florida and metropolitan New York, all regions where Häagen-Dazs has been doing business already for many years.

"Häagen-Dazs has been franchising for more than 30 years. Combine that with our 50-plus years of producing the finest ice cream, and we've got a winning combination for investors looking to be part of a well-known brand," said Dawn Uremovich, president of Häagen-Dazs Shops. "We're looking for passionate franchise partners, investors who really understand and appreciate the value of the Häagen-Dazs brand and philosophy."

Reuben Mattus founded Häagen-Dazs in 1961, many years after he began selling ice cream from a horse drawn wagon in the streets of New York's Bronx neighborhood in his family's ice cream business. His vision for Häagen-Dazs, the name he chose because it could convey an aura of old-world traditions and craftsmanship, was to produce the highest quality ice cream available, using only the finest, purest ingredients. Mattus's successful execution of his vision led to the launch of the first Häagen-Dazs Shop in 1976, which still operates today in Brooklyn.

Distinctive, all natural, frozen desserts remain a symbol of the shops' ice creams, sorbets, yogurts, and other frozen desserts. "We distinguish ourselves in the frozen dessert category with the freshest ingredients available," added Uremovich. "Today, Häagen-Dazs remains as committed to the quality of our products as Reuben was more than 40 years ago. It's what we've built our rich, stable history around."

Häagen-Dazs "Sweetens" the Franchise Opportunity

Häagen-Dazs is offering a $10,000 discount off the $30,000 franchise fee for all existing restaurant and food service operators with two years of franchise experience. The discount applies to experienced operators opening newly built Häagen-Dazs Shops, and operators adding the business to their existing food service and restaurant operations. For example, an owner of a franchised sandwich concept seeking to develop new revenue streams could invest in a Häagen-Dazs franchise to begin offering desserts within his or her location.

To maintain its growth, Häagen-Dazs supports franchisees with the tools of a proven system. New and existing franchise owners receive ongoing training, design and construction consultation and leasing guidance, as well as the ongoing research and development of new products, and continuing, effective marketing programs and support.

Locations suited for Häagen-Dazs Shops include pedestrian friendly neighborhoods, mall stores, mall kiosks, tourist locations, lifestyle centers and transportation hubs.

About Häagen-Dazs Shops

Founded in 1976, Häagen-Dazs Shoppe Company, Inc. is the U.S. franchisor of all natural, super premium ice cream shops across the United States with more than 250 locations. Passionate about providing the highest quality ingredients with superior customer service, Häagen-Dazs prides itself on offering top quality frozen desserts in environments for all ages to enjoy.

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