Bruster's® Real Ice Cream Reveals Revitalization Plan

Shift to year-round sales, new products, prototype and franchise incentives to fuel growth

NRA Show 2013

CHICAGO--()--Frozen treat chain Bruster's Real Ice Cream is debuting a new, five-point strategy to reignite growth and attract new franchisees. Introduced at the National Restaurant Association Show, the revitalization plan includes a new, four-seasons sales approach with innovative new products, a new building design and the introduction of “treat theater” exhibition-style service.

Bruster’s, which turns 25 next year, also has revamped its business and franchise model, dramatically reducing investment and operational costs. “Bruster’s was one of the early premium treat players, and consumers continue to love our ice cream and other specialties,” said Chief Executive Jim Sahene. “But we need to evolve the concept to make it more relevant to today’s consumers and challenging economic environment.”

The 200-unit chain’s leadership spent two years studying every aspect of its business and the frozen treat segment, using guest research, franchisee input and market analysis to develop the new strategy. “Bruster’s historically has been a spring-summer destination,” Sahene added. “Adding units with indoor seating, expanding into non-traditional locations and offering a wider array of products will create opportunities for guests to enjoy Bruster’s year-round and on more occasions.”

New products and flavors, such as meal replacements and snacks, including fresh fruit smoothies with protein powder, as well as regular and Greek soft-serve yogurts, are in development. They will be served in a fun, entertaining “treat theater” style and a colorful new environment. Guests will enjoy more ways to personalize their treats.

The revamped business and franchise model will appeal to both individual and multi-unit operators. The move from large, stand-alone buildings to new, smaller in-line units will drop development costs from $1 million to $250,000. Savings and profitability also will be achieved through streamlined operations, more sophisticated site modeling, better training and more local marketing support. Bruster’s commitment to mentoring young adults, one of its founding principles, will continue.

Bruster’s expects to add both domestic and international locations, including units in shopping centers, race tracks, airports and other non-traditional sites. The chain also is developing a franchisee referral and incentive program to be introduced this summer, with the goal of adding shops in current U.S. markets and western states. International markets being targeted include South Korea and Saudi Arabia.

About Bruster’s Real Ice Cream

Mentoring young adults serve as Bruster's foundation and business platform. At its 200 locations in 18 states and the nation of Guyana, up to 37 flavors of hand crafted ice cream, yogurt, sorbet, Italian Ice and sorbets are made fresh daily at each location. Children less than 40 inches tall receive free baby cones, there is an annual “PJ” Day where “Free Waffle Cones are given away” and free "Doggie Sundaes" reward pets for bringing their owners to a location. Founded in 1989, Bruster’s is based in suburban Pittsburgh, PA. For franchise opportunities, please contact Lori Molnar at lori@brusters.net or 724-312-8739.

Contacts

Brad Ritter Communications, LLC
Brad Ritter, 866-284-2170
BRitter@bradritter.com

Release Summary

Bruster's new strategy is to sell more frozen treats year-round. It includes new products and restaurants with inside seating. Development costs for franchisees are being dramatically lowered.

Contacts

Brad Ritter Communications, LLC
Brad Ritter, 866-284-2170
BRitter@bradritter.com