Ice cream brand Carvel is celebrating its 80th anniversary this year with the debut of a new store design and brand image, a move designed to enhance the guest experience and spur a new wave of growth.
The chain, known for its signature ice cream cakes, Fudgie the Whale character, freshly made soft-serve ice cream and other hand-crafted novelty treats, opened the first of its new prototype units in Royal Palm Beach, Fla., in March.
The new "full 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. Digital menu boards have been added and the new prototype features an inviting, updated atmosphere with wood-finished floors, vibrant colors and new brand imagery, including a revamped logo. Full units range in size from 800 to 1,200 square feet and in initial investment from $250,000 to $380,000. The company's "express shoppe" format has also been redesigned to include digital menu boards and upgraded branding. These smaller units range in size from 100 to 300 square feet and in initial investment from $30,000 to $120,000.
Currently operating 400 units, Carvel, a FOCUS Brands concept, expects to add 20 new full and express locations in the year ahead.