focus brands innovation campus · for more than 80 years, carvel has served premium, soft ice cream...
TRANSCRIPT
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FOCUS BRANDS Innovation Campus
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BRAND OVERVIEW
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TOM CARVEL, OUR FOUNDER
• Opened his first ice cream Shoppe in Hartsdale, NY in 1934• Soft serve machine• Walk up ice cream Shoppe
• A true innovator• First with ice cream cakes and frozen
novelties• Referred to as The Father of Franchising
• The first to franchise a retail ice cream store in 1947
For more than 80 years, Carvel has served premium, soft ice cream made
fresh every day.
79.3% of consumers purchase premium ice cream
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CARVEL…84 YEARS OF MAKING PEOPLE SMILE
Tom Carvel, Our Founder First location was in Hartsdale, NY
TOM CARVEL – AN INNOVATOR
• Pioneer in Marketing• Buy One Get One Free (BOGO Wednesday)• Gift Certificates
• Creator of Soft Serve Ice Cream
• Plastic Packaging
• Round Ice Cream Sandwich – Flying Sauces
• First to Create Character Ice Cream Cakes• Created Hug Me the Bear®, Cookie Puss® & Fudgie the Whale®
• First CEO to do Radio/TV ads
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CARVEL TEAM• President: Scott Colwell
• VP of Ops and Training: Jim Salerno
• Regional VP Operations: Mike De Stefano
• Director of Training: Scott Nicely
• Director of Brand Marketing: Nicolle DuBose
• Marketing Manager: Katelyn Siegel
• Marketing Coordinator: Aliya Nealy
• Director of Supply Chain: April Fleming
• Sr. Art Director: Mandy Jefferis
• Director of PR: Loryn Franco
• Sr. Social Media Manager: Matthew Courtoy
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ENERGIZE CARVEL!
• Own “America’s Freshest Ice Cream”
• Be an Innovation Leader
• Significantly Enhance Operating Standards
• Improve Franchisee Profitability
• Introduce New Image for Full & Express Shoppes
• Grow Full Shoppes in Core & Concentric Markets
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EACH GENERATION LOVES CARVEL DIFFERENTLY
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CAPTURING THE GENERATIONS
• What is Carvel to each Generation?
• How has Carvel evolved over time to appeal to different Generations?
• Why are we trying to capture the interest of the last two generations?
• How can we successfully achieve this?• Assortment/Variety• Quality/Quantity• Value• Fresh/Renewed• Relevant partnerships
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CONSUMER RESEARCHTop Trends in the ice cream industry and how it is applied to soft serve ice cream and creating an LTO line.
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• Technomics
• Trade Magazine
• Industry Equipment Companies
• Electro-Freeze
• Carpigiani
• NRA
• Networking with Industry Chefs
• Travel
• Big Brand Companies
• Hershey’s
• Ghirardelli
• Mondelez (Oreo)
• Pre Gel
• Ferrero
R&D TEST FLOW
• Development at R&D Kitchen
• COGS are calculated by R&D Team
• Food Show for Carvel Team and Focus Brands
• Adjustments the builds as needed per Operations & present to CFAC
• Marketing & Creative feedback and go into Shoppe Test
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R&D SHOPPE TEST
• Builds adjustments - If needed – per Carvel Team
• Meeting with Creative for POP –Marketing, R&D and Training
• Menu descriptions are created by R&D and Training
• Nutritionals and food cost created by R&D
• Photo Shoot for Operational Test
• Recipe Chart are created by Training
• Creative presents POP to Marketing
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R&D SHOPPE TEST
• Market Test restaurant locations are chosen by Marketing Team
• Marketing meeting to discuss adjustments and next steps
• Supply Chain to distribute/ deploy new SKU’s -if needed
• Photoshoot - If there are changes from Operational Test
• Market Test New POP is created by Creative Team; if changes were made to
builds or promotion
• Market Test takes place
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R&D SHOPPE TEST
• Operational Test restaurant locations are chosen
• Creative Team creates Marketing and Operational Guide
• Operational Test takes place
• Our team visits Operational Test locations for feedback
• Adjustments are made at R&D kitchen if needed, based on feedback from
Operational Test
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5 YEARS AGO: ONLY FOCUS SUNDAE DAHSERS®
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BEFORE NOW
FOCUS ON FLAVOR INNOVATION ACROSS LINE
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INNOVATIVE PRODUCTS
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Character NoveltiesWitch Cake using the
Fudgie the Whale® mold
THE POWER OF PUBLIC RELATIONS & SOCIAL MEDIA
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