Gelatissimo is the Aussie brand built on Italian heritage. Its award-winning gelato is based on a family recipe. But that doesn’t stop the business from innovating.
“We’re trying quite a few things, releasing something new every month,” explains Fred Pose, franchise development manager.
While the innovations drive social media, there is a direct impact on store sales too, says Pose.
“People come out to taste and see what we’re creating.”
And they don’t stop with a taste-test. Customers trying out the new, quirky flavour will also purchase their favourite as back-up, he explains.
Changing consumer behaviours are boosting the business.
“Dessert is becoming its own food location, it’s exciting. We have to lift up the game, make it compelling.”
In a growing marketplace, eating at home or at another venue and then heading off to a dessert outlet for the final sweet touch to the meal is increasingly common.
“We are the occasion,” Pose suggests.
In metro areas independents offer a personal perspective on the caf and dessert scene, perhaps something a little more atmospheric and quirky.
But while good operators can be worthy competitors, “not many are doing it really well,” suggests Pose. “We can be more consistent.”
Gelatissimo leverages its strong branding, communicating with its customers and reaching a broad audience which drives people to the stores.
The good news is that costs are becoming more reasonable. “Our cost of goods is pretty good, and what we are seeing in rent is that landlords are taking a reality check and making it a lot easier to open and maintain a business,” says Pose.
Casual dining might be a strong trend in the fast food sector but Pose believes the high street is still the prime location for Gelatissimo sites. “We have a few outlets going into casual dining that we are trialling but the high street works really well for us.”