Häagen-Dazs is a luxury ice cream brand that operates a network of branded ice cream shops (so-called "Shoppes" or boutiques). In the cosy setting of a dessert cafe it serves scooped super-premium ice cream, sorbets, sundaes, milkshakes, crepes, fondues and coffee. What sets it apart from mass-market or self-serve frozen-yogurt concepts is its luxury positioning — a dense, high-butterfat, low-overrun recipe, an elegant burgundy brand identity, and signature in-shop creations developed by an in-house pastry chef.