Marble Slab and MaggieMoo's combined into one concept

 
Aug. 25, 2011 | by Alicia Kelso

Marble Slab Creamery and MaggieMoo's Ice Cream and Treatery are being combined into one concept. The new model will remain under the Marble Slab Creamery name and will include elements of both brands, including frozen slab creations and MaggieMia's Ice Cream Pizza.

GFG Management LLC, a subsidiary of Global Franchise Group, will continue to manage the single concept, and operations from both companies will be combined.

GFG believed that now was the right time to combine the two brands for a variety of reasons.

"Both Marble Slab Creamery and MaggieMoo's Ice Cream and Treatery are very strong brands, however, GFG also believed that there are elements of both brands that, if combined, would make a truly unique and robust super-premium ice cream concept. As the company looks to expand and grow the ice cream business, while being conscious of the current economic climate, combining the two brands made sense," said a GFG spokesperson Chris Potter.

A new store design will help integrate different features from each brand. Also making the transition is MaggieMoo's brand icon, Miss Maggie Moo, who focuses on giving back to the community by working with celebrities to raise money and awareness for local and national causes.

Marble Slab Creamery will also soon begin rolling out a special kids' menu, and will sell candy in-store. Both of these new components will be branded with Miss MaggieMoo.

Marble Slab Creameries have begun remodeling to a new brand design that includes a more playful, contemporary environment. Several MaggieMoo's Ice Cream and Treatery locations will be transitioning to Marble Slab Creamery's new look in the upcoming months.

This transition period is expected to last 18 months, with some MaggieMoo's Ice Cream and Treatery locations expected to remain with the MaggieMoo's brand.

The first of the newly designed Marble Slab Creameries opened Aug. 1 in St. George, Utah.

"Marble Slab Creamery will include the very best of both brands, including Miss Maggie Moo, and will further provide customers with great ice cream products in a fun, entertaining atmosphere," said Chris Dull, president and CEO for GFG Management LLC. "We are very excited for our customers with this new phase for Marble Slab Creamery."

Marble Slab Creamery was founded in 1983 behind its signature frozen slab technique. It exists throughout the U.S., as well as in Bahrain, Canada, Kuwait, Lebanon, Mexico, Oman, Scotland and the United Arab Emirates.

Inventor of the ice cream cupcake, ice cream pizza and a number of specialty ice cream flavors, MaggieMoo's Ice Cream and Treatery opened its first store in 1989.

Read more about branding efforts.


Topics: Coffee/Bakery/Donut , Marketing / Branding / Promotion , Operations Management , Restaurant Design / Layout


Alicia Kelso / Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.
View Alicia Kelso's profile on LinkedIn

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