Australia’s largest ice cream chain Cold Rock Ice Creamery has opened its 100th store at Sydney Olympic Park, with plans underway to almost triple its numbers over the next three years.
The brand, owned by Melbourne-based Franchised Food Company (FFCo), aims to rapidly grow by around 180 more outlets by the end of 2014 under the new ‘Express’ concept – smaller stores which operate as complementary outlets within high profile retail brands.
“Opening our 100th store is a milestone but this is just the beginning of an exciting new chapter for Cold Rock,” FFCo managing director Stan Gordon said.
“Our goal is to open around 120 Express stores and around 60 full stores in the next three years.
“We have already opened four Cold Rock Express stores in Melbourne – one within a Video Ezy in Kew and three within Souvlaki Hut outlets in Keysborough, Corio and Hoppers Crossing.
“With much of traditional retailing under immense pressure we are moving quickly to innovate and seize opportunities to expand our presence and believe this store within a store model will help our brand rapidly grow.”
Seven more express outlets are due to open in Victoria, Tasmania and Queensland this month.
Cold Rock began dual branding in early 2010, with a full Cold Rock/Pretzel World store in Hobart followed by Bendigo and most recently Hawthorn.
The first Cold Rock store opened in Aspley in Brisbane’s north in 1996. FFCo, which also owns Pretzel World, Mr Whippy and Nutshack, purchased the brand in 2009.
Cold Rock is the home of over 3000 different ice cream combinations. Customers can choose from a huge range of premium ice cream, low fat ice cream, gelato and sorbet flavours, add chocolate, lolly, fruit and nut Mix Ins and then watch it get smashed together on a refrigerated ‘Cold Rock’ slab.
“Cold Rock is the only ice cream offer of its kind in Australia,” Mr Gordon said. “It’s a fun business – a little bit crazy, a little bit funky, a little bit loopy and definitely not boring.
“The brand’s steady growth has been the result of cultivating a colourful image, recruiting the right franchisees and making significant improvements in operational support. We have also implemented more engaging and relevant marketing promotions and made use of social media like Facebook and viral ads.
“Consumers love Cold Rock because it appeals to their desire for designer products. Franchisees love it because it’s a simple, fun and contemporary business to run backed by strong support from head office.”
Mr Gordon said Cold Rock would consider further tailoring its offer, with a greater focus on making individual cakes for events like birthdays and weddings and growing its Premium take home ice cream pack market.
“We are also in the process of launching the Cold Rock Catering Program, whereby each Cold Rock Store will have a portable Cold Rock and ice cream freezer for use at parties, functions and events,” he said.
“We will continue looking for more brands to partner with and consider bundling our other franchises.”
Cold Olympic Park franchisee Rajive Kapoor, who also owns the Campbelltown and Bondi Cold Rock outlets, said Cold Rock had a bright future ahead of it.
“The new express store concept is very exciting and something I’ll be looking into as part of my own plans to continue growing,” he said.
