Marble Slab is a company that is famous for making fresh ice cream. It sells its premium prestige ice cream that is made daily with unique toppings. The unique thing about Marble Slab is the customers’ ability to completely customize their ice cream the way that they want to eat it. Instead of having a predetermined flavour, customers are able to mix their flavours of ice cream that they please and put a numerous amount of toppings on them that include Bananas, Strawberries, Bread crumbs etc. They call this Mixins. All of this is done on a giant ice cold marble slab. Marble Slab wishes to give customers a unique experience with a prestigious brand of ice cream. Marble Slab Creamery Inc. was founded in Houston, Texas in 1983. It was independently owned by franchisees across the United States until 2003 when Canadians were granted permission to have franchisees in Canada. In 2007, Marble Slab creamery Inc. was purchased by NexCen Brands Inc. Although NexCen owned Marble Slab they played a small role in the daily operations of their locations. Marble Slab has become one of the fastest growing quick serve restaurants with almost 400 locations worldwide. Product: Besides premium ice cream that is made daily, Marble Slab also sells sundaes, milkshakes, ice cream cakes, frozen yogurt and more. Since the ice cream is made fresh at the location it can last up to 30 days. Every location had an offering of 21 different flavours and an endless amount of mixins. And the prices of the products were the same across any of the locations. Price: The prices of Marble Slabs products vary from as low as $4.95 for an ice cream cone with 1 mixin to a Slab cake for $54.95 and everything in between. They do have things that are cheaper than the cone with 1 mixin such as brownies, apple pie slices, and even a charge for extra mixins, all of which are under $3.00. Event catering for an event of at least 200 people will need 2 employees at a cost of $12 per hour, as well as the cost of supplies and the ice cream itself. Place: There are approximately 400 Marble Slab locations worldwide. With many locations in major Urban and Suburban areas throughout Canada and the United States With a potential location in Vaughn, Toronto Annex Area, the Beaches, or Oakville. Promotion: Potential promotional ads in the Toronto Star, Now Magazine Toronto, Pattison Outdoor and on 104.5 Chum FM.
CURRENT MARKET ENVIRONMENT
The biggest trend in the ice cream industry as of right now is that most consumers are switching over to a more premium and more expensive ice cream products. An example of this would be the Magnum bar that comes from chocolate imported from Belgium, which has become very popular because of their marketing campaign. Things such as TV Commercials and celebrity endorsements are the reasons for the success of that product. The popularity of impulse ice cream has been decreasing steadily since 2007. The reason for this is that people are becoming more health conscience and are not interested in that type of ice cream anymore. Organic ice creams are becoming very popular. People are interested in natural flavors with no artificial colours added. People like the act that these products are not genetically enhanced in any way because, as stated before, people are more health conscious. Chocolate, Vanilla, and Strawberry flavours are still the most popular flavours of ice cream. But this does not mean that consumers are not willing to try new flavours. New flavours are still being created because they are still successful.
Cold Stone- Cold Stone is pretty much an exact replica of Marble Slab. They offer a premium ice cream with complete customization. They even prepare it on a frozen granite stone. Created over 20 years ago and with over 1,400 stores it is easily one of Marble Slabs direct competitor. Baskin Robins- Baskin Robins is the largest ice...