News

Carvel unveils new brand image and shoppe design

April 8, 2014

Carvel is celebrating its 80th anniversary with the debut of a new shoppe design and brand image. The initiative was created to enhance guest experience and facilitate growth for the brand, according to a company press release.

Currently, the 400-unit Carvel has a strong presence in the Northeast and also 22 locations in South Florida. The first site of the new shoppe design opened in Royal Palm Beach, Fla., in March.

Nationally, Carvel has expanded its presence through more than 100 express shoppes, which are often developed as co-brands with established host restaurants, the release said.

The company plans to add 20 new full and express shoppes this year and is seeking franchisees to develop express locations throughout the country, as well as full shoppes in core markets such as Florida, New York, New Jersey, Connecticut and Massachusetts.

New shoppe design

The new shoppe design features updates that showcase Carvel menu items, including new dipping cabinets and a topping bar, as well as a large display area for the brand's signature ice cream cakes, the release said.

Carvel has also added digital menu boards to modernize the shoppes. Additionally, new units include wood-finished floors, vibrant colors and new brand imagery including a revamped logo with a "whimsical, illustrated ice cream cone," the company said.

"For the past 80 years, Carvel has delighted guests with ice cream treats that are perfect for any celebration," said Carvel President Scott Colwell. "With our new design and expansive menu of hand-crafted cakes and treats, it's never been a better time to be a part of the brand."

Express shoppe also redesigned

Carvel also recently unveiled its new redesigned express shoppe. Franchisees can develop Carvel express shoppes which can be stand alone or co-branded and are available for development in non-traditional venues, such as airports, universities, malls, travel venues, military bases, stadiums and arenas and amusement parks.

All new Carvel express shoppes include digital menu boards and upgraded branding, including the new logo.

Carvel full shoppes range in size from 800 to 1,200 square feet. Express shoppes range in size from 100 to 300 square feet.