Tasti D-Lite has signed new development agreements for Tampa, Fla., several counties in New York and Connecticut, and for a network of non-traditional sites across the country, totaling 104 locations.

Additionally, Tasti D-Lite recently opened its first locations in Missouri, Massachusetts, Nevada, Maryland, North Carolina and will soon open its first California center in the third quarter.

As part of this aggressive expansion plan, Tasti D-Lite has opened four centers that are new to the system, including:

• Drive-Thru: The first Tasti D-Lite drive-thru location opened earlier this year in Columbia, Mo.
• On-Campus: Duke University in North Carolina is home to Tasti D-Lite's first campus store, opened in March, where students, faculty and staff are able to pay with a pre-paid dining plan option. Additional on-campus sites in the works include Georgetown University and New Hampshire's Brewster Academy preparatory school.
• Hybrid: Tasti D-Lite has created a new "hybrid" concept that includes a self-serve module in addition to the brand's long-time full-serve model, giving customers maximum control over their experience. In the self-serve section of the center, customers can select and dispense their favorite flavors and toppings and pay by weight. Or, they can go to the counter and order a custom blend in any of over 100 flavors, or order a smoothie, parfait or treat. There are already two hybrid Tasti D-Lite locations open in Dallas, three in Las Vegas, one in New Jersey, with more in development across a variety of markets.
• Store within a store: Tasti D-Lite's Las Vegas Boulevard location is a store-within-a-store format where Tasti D-Lite co-exists within a convenience store, also owned by the franchisee.

Beyond its U.S. growth, Tasti D-Lite will open its first locations in Australia in the third quarter and Panama in the fourth quarter.

Tasti D-Lite expects to end 2011 with 70 locations open and operating and is projecting to have another 50 units open or in development by the end of 2012.

Menu and marketing innovation

To complement its expansion, Tasti D-Lite has introduced new products, adding to its hot beverage, breakfast and specialty treat line-ups. The chain is also rolling out a new line of fresh-made crepes.

In the spring, the company launched a year-long Tasti Healthy Habit Search Contest, in which customers can submit their story about how their Tasti habit has made a healthy difference in their life. One winner is selected each month and receives $1,000 cash plus a month of free Tasti and their story is featured online and in Tasti D-Lite stores.

The campaign, now in its fifth month, has showcased winners including one who has lost 100 pounds another who is a certified fitness trainer who recommends Tasti D-Lite to all of her clients as a substitute for unhealthier treats.

The company has also continued to expand its social media program, serving as a launch partner on Google's new "Google Places" location-based platform as well as bolstering its TastiRewards loyalty program.

"This year we've experienced the greatest growth in the history of our 24-year old brand," said Tasti D-Lite CEO Jim Amos. "We've achieved this not only through hard work but by innovating in literally every area of our business. I'm excited about how we've evolved our concept and formats, store design, product offering, marketing and social media programs and even our management team this past year."

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