CARVEL ICE CREAM NEW MARKET ROLLOUT
Challenge:
Since its inception in 1934, Carvel Ice Cream has been synonymous with delicious ice cream products and unforgettable childhood memories in the Northeast. Yet the brand fell into decline after the founder's death in 1990. New ownership took the business strategy in a different direction and ignored their core franchise store business - resulting in numerous store closings and disappointed franchisees. In 2001, Roark Capital Group purchased Carvel with the primary goal of reinvigorating the company and focusing on tremendous franchisee growth. But even with the installation of dynamic leadership, fresh products and new practices, the company still faced two tremendous challenges in selling franchises - tackling new geographical areas where Carvel had little or no brand recognition and rebuilding its positive reputation in proven market areas.
Solution:
After conducting research with existing franchisees and key internal contacts, Shira Miller devised a new market rollout strategy to help position Carvel as the most compelling franchise opportunity available in today's market. Key messaging targeted Carvel's strong brand name, untapped market potential, comprehensive support resources, loyal customer base and year-round ice cream business model. Our communication strategy was based on elevating Carvel's brand as more than just ice cream - we portrayed the company as a true American Icon that provokes a nostalgic, emotional connection. Creating the "Own An American Icon" tag line for advertising, marketing communications and public relations deliverables, Miller also developed recommendations for enhancing the sales communications effort and maximizing visibility in new and existing markets. Today, Carvel is using this vital information to sell franchisees nationwide and heighten positive awareness with consumers.
"We believe that Carvel is poised to become the next Krispy Kreme of franchising opportunities. With our aggressive sales goals, we needed to clearly understand potential franchises and the best ways to influence their buying decisions. Shira Miller took a really creative, strategic approach to the entire process. We are thrilled with her thinking behind identifying solid prospects and marketing to those individuals"
- Geoff Hill, Vice President, Franchise Sales
Carvel Corporation
