Cold Stone Creamery is embracing the yogurt craze. The ice cream giant is rolling out a new yogurt concept that will be incorporated into existing stores throughout 2011.
The Cold Stone Yogurt Bar leverages the company’s brand equity, real estate and proprietary product innovation process to introduce a new low-calorie, non-fat option that features probiotic benefits.
According to Dan Beem, president of Cold Stone Creamery, the concept is designed to extend the company’s core audience and help combat the “veto” effect of individuals seeking a healthier indulgence. It is also meant to increase the frequency and repeat intent of customers.
The Cold Stone Yogurt bar includes self-serve weigh and pay with a full list of toppings for a customized experience.
Cold Stone’s Tastemaster Ray Karam developed the proprietary yogurt recipe that distinguishes it from the pre-packaged mixes found in other yogurt shops.
The yogurt line will include Cold Stone signatures such as sweet and creamy vanilla, chocolate and cake batter, as well as new tart and tangy flavors.
“With the phenomenal brand affinity Cold Stone enjoys and the some of the best real estate in the country, we are in an optimal position to extend our brand to provide the quality product that our customers trust us to serve up,” said Beem. “With the growing popularity of frozen yogurt and a continued consumer preference toward choice and customization, we see a significant opportunity for our brand, our franchisees and our customers as we evolve and introduce a frozen yogurt we know will be the best in its category.”
Franchisees have a choice
Throughout the next few weeks, Cold Stone Creamery locations in Arizona and California, as well as across the East Coast will incorporate the new feature. A nationwide launch is expected in the spring.
Franchisees have the option to incorporate the yogurt bar into their locations - at no additional fee. Thus far, Cold Stone has seen a lot of interest from their franchisees wanting to incorporate the new component, which requires only minor changes to restaurant layout and customer flow.
The Yogurt Bar offers current franchisees the opportunity to increase top-line sales by driving increased traffic and capturing additional market share.
Locations that do not offer the soft-serve Yogurt Bar concept will still have the yogurt presence in a hard-packed form allowing for customizable creations on the granite stone.
According to the a U.S. Market for Ice Cream and Related Frozen Desserts report, the ice cream and frozen dessert market is expected to grow by more than $4 billion (to $27.6 billion) by 2012. So far, frozen yogurt's sales have jumped the most within the industry, growing by 12 percent from 2006 to 2007 alone.
