Article

Ice cream shop plans to be 'franchising fantasyland'

Sloan's Ice Cream is planning to open 200 U.S. locations.

March 29, 2013

It may not be Willy Wonka's Chocolate Factory, but with its hot pink walls, "magical" glass bathroom doors and toy-lined walls, Sloan's Ice Cream may be the closest thing to it. The South Florida-based ice cream shop has been serving Floridians for the past 13 years, but Sloan Kamenstein, founder, owner and classically trained chef from London's Le Cordon Bleu, is ready to take his concept to the masses by launching a Strategic Franchising Initiative. (Click here to see more photos of the concept.)

"One taste, sniff and glimpse of Sloan's sends the senses soaring," he said. "The time has come to share Sloan's yumminess beyond South Florida."

The four stores already operating in Florida were designed to be destination stops for community members and visitors, Kamenstein said. Plush toys line the walls, and homemade sweets and ice cream fill the countertops.

"Everything in Sloan's has been well thought out. From our twinkling chandeliers and mouthwatering display cases, to the posh pink walls and ceilings; coming to Sloan's is an escape from reality," Kamenstein.

Bringing Sloan's to the masses

Kamenstein and his leadership team have launched a franchising program in U.S. markets, including additional regions in Florida, and throughout California, the Carolinas, Georgia, New York and New England.

Company projections call for the first franchised Sloan's shops to be near completion this year, with additional units opening throughout the year ahead. The chain's goal is to eventually open 200 U.S. franchise locations, and international locations are also on the horizon.

"To people who know us, Sloan's is a phenomenon that they can't get enough of," said David Wild, director of franchising at Sloan's. "For more than 10 years, Sloan's has proven to be a standout brand built to last. Frozen dessert fads come and go, Sloan's has what it takes to remain in a class by itself forever."

Along with Kamenstein and Wild, David and Carol Kamenstein, Sloan's parents, are guiding the company's entry into franchising. Carol heads up the design, décor and merchandising responsibilities. David, best known for his entrepreneurial successes with Kamenstein-quality kitchen and pantry accessories, advises Sloan on strategic company decisions.

Sloan designed the menu of ice cream, candy and sweet treats. Popular items include:

• Tracy's Scrumptious Pretzel: Caramel ice cream with milk chocolate covered salty pretzels and peanut butter swirls.
• Coffee & Doughnuts: Coffee ice cream with pieces of Krispy Kreme glazed doughnuts.
• Mom's Apple Pie: Apple pie ice cream with actual slices of homemade apple pie.
• Scout's Honor: Mint ice cream with real Girl Scout thin mint cookies and chocolate chunks.
• Minnie & Indy's Wonderland: Pink buttercream ice cream with cereal marshmallows, mini M&M's and Rice Krispie treats and
• I ♥ RANDI S'MORE: S'mores ice cream made with graham crackers, Hershey's milk chocolate bars and toasted marshmallows.

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