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Bruster’s History
1989 1993 Founded in
Bridgewater, PA
Began
franchising
TODAY Operating in 18 states &
South America
MISSION STATEMENT
Bruster’s is passionate about creating
superior products, enhancing
employee skill and striving to achieve
customer satisfaction in an
atmosphere that is simple and fun.
Bruster’s Core Values
• Respect
• Accountability
• Heart
• Involvement
• Fun!!
Our Identity • Privately owned
• The “best” product
• Made on site product
• Locally owned
• Ecstatic customers
• Pleasant environment
• Controlled growth
• 25 year anniversary
Chief Executive Officer
Vice President Franchise
Development
Project Manager
Construction Manger
Sr. Vice President Operations/Training
Regional Operations
Manager
Regional Operations Manager
Regional Operations Manager
Vice President Marketing
Regional Marketing Manager
Regional Marketing Manager
Creative Designer
Creative Designer
Vice President Finance
Accounting
IT
HR
Franchise Support Team
Executive Management Team
• Bruce Reed: Founder Favorite Flavor: White Turtle
• Jim Sahene: Chief Executive Officer Favorite flavor: White Turtle
• Dave Guido: Senior VP Operations Favorite flavor: Chocolate Turtle
• Gregg McMillan: VP Finance Favorite flavor: Coffee Toffee
• Mike Branigan: VP Marketing and Product Innovation Favorite Flavor: “Jamaican Me Crazy”
• Kathy Kemerer: HR and Legal Favorite Flavor: White Turtle
• Corey Bradley: VP Development Favorite Flavor: Carmel Apple Crunch
Franchise Advisory Board (FAB)
• Consists of 8 members
• Well-respected leaders in the franchise community
• Meet for planning and decision making
• Available all year for counsel
• Women 52%, Men 48%
• Primary:
– Women, 25-54, with kids
– $55K plus HHI
• Average check is: $ 7.70
• Average party size is: 2.7
Bruster’s® Demographic Profile
Fun Facts
• Gallons of Ice cream sold in 2013 - 1.5 Million
Gallons
• Reese’s Cups used in 2013 - 65,000 pounds
• Pecans used in 2013 - 103,000 pounds
• Waffle Cones sold in 2013 - 3,357,900 waffle cones
• Whipped Cream used in 2013 – 3.8 Million ounces
The Facts
• Atlanta GA, is largest DMA with more than 50
locations
• The largest franchisees have no more than 4 units
with most of the locations being single unit
owner/operators
• The original three Bruster’s® employee's still work for
the company
• Bruster's® mascot is a giant Ice cream cone named
"Scoops"
The Products
The Product
• Ordering
• Distribution
• Pricing
• Menu
• Flavor Assortment
Bruster’s Top 10
1) Single cone 24.9%
2) Single Waffle18.9%
3) R. shake 5.2%
4) Double cone 4.9%
5) Banana Split 4.3%
6) HF Brownie 3.8%
7) 8“ Cake 3.4%
8) R. sundae 3.0%
9) R. Blast 2.9%
10) Pint 2.7%
Franchise
Development
New Prototype
• 1,200-1600 sq. Ft
• Complete treat
theater (visual
dipping cabinets)
• Comfortable /
contemporary
design
• $350,000 approx.
• Liquidity Min. of
$100,000
Advantages
• Lower capital investment
• Ideal for owner operator
• Great option for a multiple unit approach
• Quicker opening time
• More sites to choose from
End Cap
Walk Up
• 1,200 sq. Ft
• $180-344,000
• Liquidity Min. of
$100,000
The Mobile
Advantage &
Satellites
Agreement Terms
• Franchise fee $30,000 ($15,000 for qualifying
Veterans)
• Territory- 6 miles or 75,000 in population (whichever
smaller)
• 10 year term with 2-10 year options to renew
• No renewal fee
• Royalties 5%
• Marketing contribution 3%
Conveyor Belt of Support
• Franchise Development
• Construction/Project Management
• Operations
• Training
• Marketing
• Locks arms through the discovery process:
– Prequalification
– Disclosure
– Due Diligence
– Site Selection
– Franchise awarded
Franchise Development
Corey Bradley
Vice President of Franchise Development
Construction/Project Management
• Guides you from site to opening day
• Provides a comprehensive to do list to
provide guidance with:
– Engineering process
– Site design
– Contractor questions
– Equipment ordering
– Construction
– Site preparation
Operations • Driving sales
• Reduce costs
• Enhance profitability
• Product quality control
• Maintaining and improving
franchise relationships
• 2-4 visits annually
• Annual inspection
• Regional Meetings
Training
Bruster’s University
• Hands-on learning
• 10 day program
• Combination classroom and in-store
• Conducted monthly in Pittsburgh Area
• 2 leadership/owners required to attend for full session
• 2 team members on site for 7 additional days
Marketing
Full in-house agency
• Increase loyalty
• Increase trial
• Increase party size
• Increase ticket size
• Drive traffic to the store
Creative
Services
Marketing
Budget
Point of
Sale
Material
Public
Relations Loyalty Program
Website
Social
Media
Marketing Budget Allocation
Social Media
• E-Club (Sweet Rewards)
• Texting program
• Favorite Flavor
• You Tube
Core Promotions
In every store, every day
• PJ Day
• Banana Thursday
• Free Baby Cones
• Doggie Sundae
What makes our ICE CREAM better
Bruster’s Product / Accolades
The Buzzz on Bruster’s
• 2014 Industry Rankings:
– Voted #1 for Most Likely to Recommend
– Voted #1 for Likely to Return
– Voted # 3 in Overall Frozen Treats
– Voted #8 out of 100 Overall Brand
For the L VE of Ice Cream!
Industry Trends (frozen treats category)
• U.S. ice cream sales predicted to hit $10.8 billion in 2014 QSR Magazine
• Ice cream flavor offerings rose 28% (2012 to 2013) QSR Magazine
• Number of ice cream focused QSR concepts increased
from 196 to 248 (2012 to 2013) QSR Magazine
• Despite the frozen yogurt surge, Americans consume ice
cream 24 times as often as frozen yogurt Fortune Magazine
• Global ice cream sales 13% in 2013 Fortune Magazine
Considerations
• Compatibility to franchising
• Lifestyle
• Leadership skills
• Service gene
• Mentoring
Process/ Next steps
• Complete pre-qualification form
• Review FDD
• Due Diligence
• Site Selection
• Draft Agreement(s)
• Award Store
