Häagen-Dazs

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.

From the franchisee's point of view, the brand licenses its name and recipes and provides an end-to-end operating system: brand standards, shop design and the full suite of formats, site-selection guidance, product supply and approved sourcing, staff training in preparation and service, marketing campaigns and seasonal menu innovation, plus ongoing operational support. The franchisee, in turn, finds and fits out the location, hires and manages staff, runs daily operations and the customer experience, and funds the build-out and working capital. Several footprints are available — a full dine-in boutique with table service, a casual boutique, a take-out boutique, a mall or transit "corner" kiosk — as well as temporary and mobile formats for festivals, beaches and pop-ups.