Tasti D-Lite is getting ready to enter the Mexico market with its first master franchise agreement for Mexico City. The agreement between Samuel Tarrab and Tasti-D-Lite includes 10 new stores within the next two years.
"People love ice cream here but they need some guidance when it comes to maintaining a balanced diet," Tarrab said. "With nearly 70 percent of the population being overweight, Mexico is one of the world's ‘largest' countries. But through Tasti D-Lite, we can educate people on just how easy it is to make good dietary choices while at the same time giving them a delicious treat and a fun store experience."
The concept, not to be confused with frozen yogurt or ice cream, is centered around more than 100 varieties of frozen dessert flavors.
"The flavor profile is sweet like ice cream although it's a whole lot lighter," said Nikki Sells, Tasti-D-Lite's vice president of franchise development.
Tasti-D-Lite opened its first store in 1987 in New York City and launched its franchise program in 2008. The company grew over the past 20 years based on loosely held licensing agreements and recently put in place a more strategic franchise program. They also are now registered to franchise in 48 states, South Korea and Mexico.
The company has more than 50 open locations and has secured commitments to open more than 300 locations in the coming years. In 2009, Tasti D-Lite has opened new stores in Texas, Florida, Tennessee, New York and New Jersey, and expects additional expansion into Arizona, Connecticut and California by the end of the year. Internationally, the company plans to build on its presence in South Korea and is targeting further growth into new international markets.
The concept also has been featured on TV shows such as "Sex and the City" and "The Apprentice."
"We are extremely excited to be entering the Latin American market with a franchisee with great business experience and a true passion for Tasti D-Lite," said Jim Amos, Tasti D-Lite's chairman and CEO. "The movement toward being active and eating a healthier diet are clearly global trends. We're confident Samuel and the rest of his management team will capitalize on this opportunity and build the same kind of loyal customer base we've established in the United States."
