Haagen-Dazs Shops Unveils New Franchise Recruitment Facebook Game

Iconic Brand Launches Ice Cream Boss as Part of its Strategic Franchise Development Plan

October 15, 2010 // Franchising.com // MINNEAPOLIS, Minn. – Häagen-Dazs Shops is turning to Facebook to educate potential investors about what it's like to run an ice cream shop for the famous brand.

As part of its franchise recruitment strategy, Häagen-Dazs has launched Ice Cream Boss, a fun, interactive online social media game designed to engage and educate potential investors. Each week, Monday through Thursday, Ice Cream Boss shares a story or situation occurring in the virtual Häagen-Dazs Shop and asks fans how they would respond as a franchise owner. Participants can use any means necessary to come up with the answer, including using the Häagen-Dazs blog and FAQ section on the site.

"We're broadening our reach and effectively targeting those interested in franchising the Häagen-Dazs brand," said Christie Wells, Customer Experience & Communications Manager for Häagen-Dazs Shops. "Ice Cream Boss is the first of its kind and we hope it gives our prospects a fun way to embrace their next step in becoming a franchisee."

To play Ice Cream Boss, a participant must become a fan of the Häagen-Dazs Ice Cream Boss page by visiting http://www.facebook.com/IceCreamBoss . On the fan page wall visitors can find the tab for Ice Cream Boss, which will be a permanent feature.

With more than 250 locations operating throughout the United States, Häagen-Dazs offers 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 Shoppe Company

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. For more information, please visit http://haagendazs.com/shops/, e-mail ownashop@icecream.com or call 1-800-793-6872.


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