Cold Stone Creamery - submittal by Trix Corp. for Retail City Awards 2010, Dubai


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From unique ice cream creations to smoothies, cakes and shakes – nobody serves up the ultimate indulgence like Cold Stone.

Our creative team came up with this submittal for the Retail City Awards 2010 in Dubai... and guess what? Cold Stone walked away with glittering "Franchise Operator of the Year 2010" for Middle East!

Who says hard work (packaged in a little bit of Trix ingenuity) does not bring success?

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Cold Stone Creamery - submittal by Trix Corp. for Retail City Awards 2010, Dubai

  3. 3. About Us<br />Profile<br />Creations<br />Quality<br />Cold Stone Creamery – A Revolutionary Evolution<br />Our founders, Donald and Susan Sutherland, scoured the world in search of the perfect ice cream. Not surprisingly, they found that not all ice cream is created equal. From traditional hard-packed to soft serve varieties, until Donald and Susan pursued their "Ice Cream Dream"– we were stuck with some pretty disappointing alternatives. But after 1988 and the opening of the first Cold Stone Creamery in Tempe, Arizona, things changed. The Sutherlands fundamentally redefined ice cream and the world would never be the same.<br />Cold Stone Creamery ice cream is categorized by industry experts as "Super Premium." Our ice cream is better because we make it fresh every day in every store, which puts Cold Stone completely in a class of our own.<br />
  4. 4. 1994<br />Current CEO Doug Ducey joins Cold Stone Creamery<br />1995<br />1st Franchised Store opened<br />2000<br />Store # 100 opens<br />2003<br />Store # 500 opens<br />2007<br />2,250 stores awarded<br />Miraqe Gulf (Apparel Group) appointed as the Master Franchisee for Middle East region<br />2007<br />Merged with Kahalain May 2007 to form “Kahala Cold Stone”<br />KahalaCold Stone jointly has 13 brands and around 5,000 stores. <br />Sales $1.2b<br />2005<br />Store # 1,000 opens<br />1988<br />Founded by Dan & Susan Sutherland in Tempe, Arizona, USA<br />
  5. 5. About Us<br />Profile<br />Creations<br />Quality<br />Cold Stone Creamery has partnered with Apparel Group , a leading retailer to bring ‘The Ultimate Ice Cream Experience’ to ice cream lovers in the Middle East. <br />Currently, the Apparel Group operates in 10 different countries with 50 different brands such as Aldo, Bally, Tommy Hilfiger, Kenneth Cole, Nine West, Mango, La Senza, Pramod, The Athlete’s Foot, Skechers, Bookplus and has over 500 stores in these countries. <br />Apparel Group’s vision aims at being the premier sources of contemporary fashion and food in the region offering world-class excellence in quality, taste and value. <br />
  6. 6. Apparel Group Brand Portfolio:<br />
  7. 7. About Us<br />Profile<br />Creations<br />Quality<br />At Cold Stone Creamery, we are proud of our heritage as Ice Cream Innovators. This heritage is based on a tradition of continuously redefining plain old regular ice cream into something truly extraordinary. Around here, we call every ice cream we serve a "Creation" – because each one is a work of art. Freshly made, smooth, creamy ice cream blended on a frozen granite stone with endless combinations – fruits, nuts, candy, cookies, brownies…you name it – you can mix in to your heart’s content.<br />
  8. 8. About Us<br />Profile<br />Creations<br />Quality<br />Cold Stone Creamery is all about delivering the finest ice cream, made just for you. We start with the highest quality ice cream and add wide variety of mix-ins, combined to create your personalized ice cream experience.<br />
  9. 9. About Us<br />Profile<br />Creations<br />Quality<br />Imagine this: thick, moist cake, layered with some of the richest, creamiest ice cream in the world, and your favorite mix-ins, all wrapped in fluffy white frosting or rich fudge ganache.<br />
  10. 10. About Us<br />Profile<br />Creations<br />Quality<br />At Cold Stone Creamery®, not only do we make the world’s best ice cream, we also offer a variety of indulgent drinks that are sure to make you come back for more.<br />
  11. 11. About Us<br />Profile<br />Creations<br />Quality<br />A Cold Stone novelty is the perfect way to celebrate the sweetness of everyday life. With so many fabulous options and ways to customize your novelty treats, just imagine how popular you'll be bringing one to the party. <br />Ice Cream Cup Cakes: First to launch in the region. <br />
  12. 12. About Us<br />Profile<br />Creations<br />Quality<br />Fresh Ice Cream Made Daily In Every Store<br />Cold Stone Creamery® offers super-premium ice cream and sorbet, made fresh in every store, every day, and served up with your choice of mix-ins. Just how many different ways can you customize your ice cream treat? Over 11.5 million, to be exact.<br />Since opening our first store in 1988, Cold Stone has reinvented what people expect from their ice cream experience. By using only the finest ingredients to make our ice cream and mixing in your choice of fruit, nuts, chocolate or fresh cake (to name just a few!) on a frozen granite stone, Cold Stone delivers the best tasting ice cream, completely customized for you every time. And to make your perfect Creation™ complete, add a freshly made waffle cone or bowl – the smell alone is pure nirvana.<br />
  13. 13. Key Elements<br />The Star of Our Show<br />Mixed Fresh on the Stone<br />Inside Store<br />Crew Members Passion<br />Made fresh daily in each store, our ice cream truly is the drool worthy star of our show. <br />
  14. 14. Key Elements<br />The Star of Our Show<br />Mixed Fresh on the Stone<br />Inside Store<br />Crew Members Passion<br />With a combination of 40 mixes set in 20 different flavors. We conjure up ice cream creations by the minute. <br />
  15. 15. Key Elements<br />The Star of Our Show<br />Mixed Fresh on the Stone<br />Inside Store<br />Crew Members Passion<br />No wonder then that the lines at our stores are often longer than usual. For those who tire easily, check out our longest counter at the Atlantis. <br />
  16. 16. Key Elements<br />The Star of Our Show<br />Mixed Fresh on the Stone<br />Inside Store<br />Crew Members Passion<br />We call it the X-Factor – the art of juggling flying ice creams! Our crew are auditioned and not interviewed for the best job in town. <br />
  17. 17. Stores<br />Growth<br />Distribution<br />X Factor<br />25 stores in 36 months. Slated to open 50 more stores in the next 24 months.<br />The first store was launched at the Dubai Festival City in 2007 and since then Cold Stone Creamery has made its presence across the UAE, Bahrain, Oman, Kuwait and Qatar. <br />
  18. 18. Stores<br />Growth<br />Distribution<br />X Factor<br />U.A.E<br />BAHRAIN<br />QATAR<br />UAE<br />OMAN<br />KUWAIT<br />
  19. 19. Stores<br />Growth<br />Distribution<br />Gallery<br />Stores in UAE:<br />Dubai Outlet Mall<br />Dubai Festival City<br />Atlantis The Palm<br />
  20. 20. Stores<br />Growth<br />Distribution<br />Gallery<br />Bawadi Mall, Al Ain<br />Stores in UAE:<br />Dubai Mall – First Floor<br />Abu Dhabi Mall<br />
  21. 21. Lamcy Plaza<br />Stores in UAE:<br />Al Ghurair Center<br />Stores<br />Growth<br />Distribution<br />Gallery<br />Dubai International Airport – Terminal 1<br />Mirdiff City Center<br />
  22. 22. Stores<br />Growth<br />Distribution<br />Gallery<br />Stores in UAE:<br />Dubai Mall – Second Floor<br />Ajman City Centre<br />Mall of the Emirates<br />
  23. 23. Stores<br />Growth<br />Distribution<br />Gallery<br />Deira City Centre<br />Stores in UAE:<br />Arabian Centre<br />Sharjah City Centre<br />
  24. 24. Stores<br />Growth<br />Distribution<br />Gallery<br />Stores in UAE:<br />Al Wahda Mall<br />Abu Dhabi Corniche<br />
  25. 25. Stores<br />Growth<br />Distribution<br />Gallery<br />Stores in Bahrain:<br />Bahrain City Center<br />Bahrain Mall<br />
  26. 26. Stores<br />Growth<br />Distribution<br />Gallery<br />Stores in Qatar:<br />Villagio<br />Hyatt Plaza<br />
  27. 27. Stores<br />Growth<br />Distribution<br />Gallery<br />Store in Oman:<br />
  28. 28. Stores<br />Growth<br />Distribution<br />Gallery<br />Store in Kuwait:<br />
  29. 29. Launches<br />First Launch: Dubai Festival City<br />Grand Launch: Deira City Centre<br />
  30. 30. Launches<br />First Launch: Dubai Festival City<br />Grand Launch: Deira City Centre<br />
  31. 31. Events<br />MECSC Event<br />Hairspray Show<br />Fastest Ice Cream Eating Competition<br />
  32. 32. Events<br />MECSC Event<br />Hairspray Show<br />Fastest Ice Cream Eating Competition<br />
  33. 33. Events<br />MECSC EventHairspray Show<br />Fastest Ice Cream Eating Competition<br />
  34. 34. Marketing<br />Media Exposure<br />
  35. 35. Marketing<br />Media Exposure<br />
  36. 36. Marketing<br />Media Exposure<br />
  37. 37. Awards & Accolades <br />Principal<br />Malls<br />Dubai Service Excellence<br />Best Market X-Factor 2008: GCC<br />Best Community Focused Charity Program 2008: GCC – Autism Charity Program<br />
  38. 38. Awards & Accolades <br />Principal<br />Malls<br />Dubai Service Excellence<br />Deira City Centre Best Innovative Campaign 2009: <br />Cold Stone Creamery Launch – 10,000 audience<br />
  39. 39. Awards & Accolades <br />Principal<br />Malls<br />Dubai Service Excellence<br />Mr. NileshVed, CEO Apparel Group, awarding the star performers<br />
  40. 40. CSR <br />Dubai Autism<br />TaareZameen Par<br />An initiative to bring the gems to the forefront.<br />TaareZameen Par was a painting competition for kids followed by an exhibition. The winners were given an opportunity to meet Aamir Khan.<br />The selected top paintings were printed as Season Greeting cards, who’s sales proceeds were given to the Dubai Autism Center <br />
  41. 41. CSR <br />Dubai Autism<br />TaareZameen Par<br />
  42. 42. Training<br />Mr & Ms Cold Stone<br />5 Flavors<br />Taste Masters<br />As part of our crew motivational program, Mr & Ms Cold Stone is a region wide talent hunt event to crown the best of the very best. The event features talent shows , where the winners walk away with goodies and treats. <br />
  43. 43. Training<br />Mr & Mrs Cold Stone<br />5 Flavors<br />Taste Masters<br />Instant Recognition Program where employee gets recognized immediately. It is spontaneous, it is public & from the senior manager, where employee feel rewarded. Leads to decrease in staff enthusiasm & energy. Achieving higher productivity & increase in sales targets<br />Tools: - <br />05 Comments Cards with five different color logo mentioning 05 behaviors. <br /><ul><li> Welcoming
  44. 44. X-Factor & Enthusiasm
  45. 45. Initiative & Innovative
  46. 46. Knowledgeable
  47. 47. Sales & Profit Oriented</li></ul>05 pins in five different colors dedicated to each behavior.<br />
  48. 48. Training<br />Mr & Mrs Cold Stone<br />5 Flavors<br />Taste Masters<br />Taste Master sessions are conducted every quarter for our crew to share the delightful secrets they might have discovered while doing their gig on the floor. <br />Our crew comes from more than 10 different countries. That is 10 different cultures all coming together to create a better Cold Stone Experience. <br />
  49. 49. Innovation<br />Logistics<br />Equipments used for preparing and storing your delicious mixes need to be operated while following stringent guidelines as set by the brand's principal. When it comes to getting the right texture, to the smoothness, and even color, there can be no compromise on these guidelines.<br />That's how we can promise you the same Ultimate Ice Cream Experience with each visit. Every time!<br />Here at Apparel, our team spent months formulating a plan of action, auditing all the options that were in place to get the right ingredients, cake mixes, as well as display freezers.Aftercareful scrutiny, we were able to come up with an easier, more efficient way of sourcing our ingredients, in the most cost effective manner and while taking lesser time.<br />
  50. 50. Innovation<br />Logistics<br />We walked the streets of Venice in search of that perfect Ghea, and the efficient display case. We fell in love with new equipment, more energy efficient, with LED lighting for better visibility, translating to a lot of savings.. who else would we pass on these savings but to you!<br />Our recommendations, which stood to save around 40% in costs, were submitted to Cold Stone HQ, and it is under review for implementation..globally!<br />
  51. 51. Performance<br />Highlights<br />63,000 Ice Creams <br />Sold on a Single Day: <br />Eid at Atlantis, Dubai<br />Last year, we hit a all time record for selling the most number of ice creams in a single day. This year, we target to better than with 80,000.<br />
  52. 52. Performance<br />Highlights<br />4.7Customers<br />Served Every Minute<br />We are not The Ultimate Ice Cream Experience for nothing! Our crew serve out 4.7 customers every minute. That is over 280 happy customers every hour!<br />
  53. 53. Performance<br />Highlights<br />95% Excellence<br />On All Stores<br />DSE’s Mystery Shopper reports gave an average 95% Service Excellence across all our stores in Dubai. <br />
  54. 54. Performance<br />Highlights<br />Our brand principle had this to say about us:<br />GCC Stores have taken the standards guidelines to a higher level. <br />
  55. 55. Performance<br />Highlights<br />Our brand principle had this to say about us:<br />GCC Stores have taken the standards guidelines to a higher level. <br />
  56. 56. Ultimately - We Make People Happy!<br />