HOW TO MAKE YOUR ICE CREAM FRANCHISE. Prepared by:

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1 HOW TO MAKE YOUR ICE CREAM FRANCHISE Prepared by:

2 Even if your fast food franchise is booming, there are always steps you can take to make it even better. This is why it s key for business owners to stay smart, savvy, and informed throughout their entire franchising journey. The franchise owners who are always trying to improve are the ones who beat out their competition and have a thriving business. How do you continuously improve your franchise so business is always booming? Look no further! This guide provides you with everything you need to know to make your business even better today and to always keep improving in the future. 2

3 How to Have Success in the Competitive Ice Cream Industry When you re looking to improve your franchise, one of the most important considerations to think about is your competition. For example, the landscape of the ice cream industry has been changing with the introduction of concepts such as self-serve frozen yogurt and the rise of gourmet mix-in toppings. Marble Slab Creamery is one of the original high-quality mix-to-order ice cream shops, but franchisees must beware of becoming too comfortable in this highly competitive industry. To be successful, ice cream franchisees must find a right mix that helps adults re-live their childhood ice cream shop visits all while providing children and teenagers with the newest trendy offerings. So how do you find this balance and stay ahead of your competition? FRIENDLINESS IS FUNDAMENTAL When customers go out for ice cream, it is a treat and an indulgence. Customers may be looking to perk up after a hard day or celebrate after a great day. Whatever the motivation for stopping in, customers are looking to acquire a little bit of joy in the form of a tasty treat and a pleasant experience. The attitude of employees and staff at an ice cream shop has a profound impact on the customer perception of the entire experience. BOND WITH THE CUSTOMER Ice cream shops attract children and families more than any other audience. To strengthen the bond with these target customers, ice cream shops can offer children s activities while in the store and make it an enticing place to visit. In keeping with friendliness, employees should routinely be encouraged to go above and beyond to create a bond with customers and find out how to make their visit even better. BRAND VISIBILITY AND FAMILIARITY Since children form a large part of an ice cream franchise s customer base, promoting the brand takes a little more creativity than with other target customers. Ice cream franchises can help familiarize children with the brand by cooperating with local schools and sponsoring children s activities in the area. To be successful, ice cream franchisees should also be sure to engage in internet marketing efforts that give parents an incentive to take their children to Marble Slab Creamery instead of another local ice cream shop. RISE ABOVE THE COMPETITION Ice cream franchises are widespread so every franchisee will have to contend with local competition. To be successful, franchisees must understand the competition. Discreetly visiting local competitors is a great way to find out what a store is up against and what the competition may be doing better. Customers will often voice their opinions about what they like or dislike so franchisees can keep an ear out and utilize these proclamations to learn about trends. Visiting a few local ice cream stores every month will help franchisees stay attuned to business flow and preferences in the area. 3

4 7 Tips for Making a Good Fast Food Franchise Even Better OnceNow that you ve remembered why you got into the hot dog business, the next step is to evaluate the franchise itself. Where can you improve your business? Are you out of touch with the current trends? Have you deviated from your business model? Do you really know what s going on with your customers and even your employees? If you don t know the answer to all of these questions, below are 7 tips to help you make your franchise better today. 4. ASK FOR HELP WHEN YOU NEED IT 1. DO YOUR RESEARCH Some of the most successful businesses are successful because they ve done such a good job at marketing. Advertising, marketing, and word-ofmouth are all very powerful tools for building brand and store recognition for your fast food franchise. Before you buy a fast food franchise, make sure you know everything you need to know, including how much money you ll need to start and run it, which systems you ll need to follow based on franchisor requirements, and how to keep your business thriving. 2. UNDERSTAND CURRENT TRENDS What s cool in your fast food franchise industry? Did your competitor come out with a new ice cream flavor that s selling like hotcakes? As you encounter the daily tasks needed to run your business, always keep an ear on the ground to keep up with competitors, customers, and the overall business landscape. 3. STICK TO YOUR BUSINESS PLAN The business plan is there for a reason so stick to it! Make sure you ve set realistic goals. Check back periodically to make sure you ve met your goals or that you re on track to meet them. One of the benefits of a fast food franchise is that the company already has a business model that works. Don t be afraid to ask questions or ask for help when you find yourself confused or unsure of the best course of action to take. 5. GET THE WORD OUT 6. START SMALL If you re inexperienced in the fast food franchise industry, avoid jumping the gun by purchasing several stores at once unless you feel confident that you re prepared and well-versed. Starting with one store can be a good way to make sure you re all set and ready for more. 7. LISTEN TO YOUR EMPLOYEES After your customers, your employees are the lifeblood of your business. Listen to their questions, comments, concerns, and even their whining. Happy employees are better employees and good employees help keep businesses in tip-top shape. 4

5 Latest Trends in Ice Cream Franchising Each of the tips listed above is a valuable way you can improve your business. However, understanding current trends is vital to ensuring that your franchise lasts over time. Being able to adapt to new trends allows you to keep your franchise relevant and fresh. For example, the coolest treat available is now causing a flurry in the franchise world. Surviving and thriving through economic shifts, ice cream franchises offer customers a sense of familiarity and comfort that can help make a bad day good or a good day better. Ice cream evokes nostalgia in most adults and a trip to the ice cream shop is enough to brighten any child s day. With competition on every corner, franchisees must stay cool when it comes to current trends in order to keep the business hot. INNOVATION FASCINATION It is not enough to offer the same old ice cream flavors and toppings. Customers want a large variety of flavors and mix-ins, but they also want to eat their ice cream in new and fun ways. Marble Slab Creamery offers chilly new treats such as ice cream cupcakes and Slabwiches to delight customers while staying true to the core product-high quality ice cream. Marble Slab Creamery also infuses innovation into base products by offering ice cream and mix-ins in the newest and most popular flavors and cakes that can be customized with all of the hottest trending characters. OBSESSED WITH FRESH A desire for fresh preparation and utilization of local resources is sweeping the nation and affecting the way business is done in almost every type of food franchise. However, fresh preparation is the cornerstone of the Marble Slab Creamery way. The dairy that is used to make all of the fresh products is also always procured from local farms. These core business concepts give Marble Slab Creamery an advantage in the brave new world of food franchises. ONLINE IS IN The majority of Marble Slab Creamery customers are children, people with children, or people with grandchildren. Notice a trend? To reach this young customer base, it is important to market where these customers spend a majority of their time-on the internet. By staying hip on social media and making an effort to put the Marble Slab Creamery name in front of customers eyes on a regular basis, franchises instill brand familiarity. This can mean the difference between Let s go for ice cream! and Let s go to Marble Slab Creamery! SWEET TREATS While ice cream is a delicious indulgent treat in itself, customers feel even better about getting their sweet treats from a company that spreads the sweetness around. Marble Slab Creamery gives back to ice cream s biggest fans by providing fundraiser opportunities and celebrity scoop nights for local schools and organizations. Marble Slab Creamery also gives customers some sugar with the Slab Happy rewards program. The Slab Happy rewards program shows customers that they are appreciated by offering special promotions and giving them a free ice cream on their birthday. 5

6 Now you know how to stay smart, savvy, and informed throughout your entire franchising journey. You know how to outshine your competition, improve your franchise internally, and capitalize on trends in the ice cream industry. By using the strategies and tips in this guide, your franchise will be well on its way to success. We hope that this guide helps you as experienced franchise owners to have the thriving, profitable business you ve worked so hard for. If you ever have any questions, feel free to contact your Marble Slab Creamery Development Manager or visit Marble Slab Creamery s blog for more ideas on how to make your franchise even better. We are always there to help you improve your franchise and ensure it s everything that you want out of your business. If you re new to the franchise industry and you re researching how to make your franchise a success from the start, contact Marble Slab Creamery today to make your dream a reality. We can help you avoid common pitfalls of new franchise owners and help you to realize the rewards of owning a thriving ice cream franchise. This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of or want to locate a franchise in one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your state. Franchise offerings are made by Franchise Disclosure Document only Oakbrook Drive, Suite 170, Norcross, GA franchiseinfo@gfgmanagement.com