What works in the dessert market right now? We find out from St Louis House of Fine Ice Cream and Dessert.
Inspired by the atmospheric cafs of Paris with their delicious desserts, the St Louis chain is headed up by franchisor George Karamalis. He believes today's customer has high expectations of a dessert caf.
"Social media plays a huge part, because customers are able to share what they enjoy. But it's not a one-way street, they also share what they don't enjoy."
So the culture and the experience is what counts, he says.
"We understand what works for us, we're store-front, late night trade. We're allowing franchisees to redesign to suit store demographics or the store faade. We're ok with franchisees having individuality.
"We are happy and prepared to adapt the menu slightly for particular locations."
Innovation in desserts include Archie's cookie crunch – a meringue and shortbread dessert in a tall glass, ice cream flavours Baileys, pretzel, and salted caramel, and take-home packs might come in for winter.
While people want to eat healthy meals they have come to a happy compromise – eat well during the week, then indulge with cheap meals and decadent desserts.
"We always try to adapt and have vegan, low sugar options, try to cater for all types."
Karamalis is resisting the temptation to be drawn away for the core business. St Louis is introducing a small lunch offer but, he says "we don't want to take away from what we do, we remain and ice-cream and dessert bar".
"We're about to employ an ice-cream specialist from Italy, who will focus on the artisanal, craftsmanship aspect of the business.
"We're not prepared to cut corners on our quality. We have preferred suppliers for cakes and we distribute ice-cream to stores. We make fresh daily, that's important, it's not shelved.
"We want customers to feel they have had value for money and that they have walked out of a French ice-creamery."