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Attacking daypart, category and marketing opportunities to drive same-restaurant sales

  • Leverage menu innovation to grow morning, lunch and snacking dayparts
  • Grow hot and cold beverage category and market share
  • In the U.S., continue to test and implement menu opportunities that further differentiate us as a Cafe and Bake shop destination
  • Leverage our marketing strength to drive same-store sales growth 
    • In Canada, we will use our scale to reinforce our price-to-value position and brand equity
    • We will increase our advertising and marketing investments across the U.S., with particular emphasis on targeted investments in our most developed markets in order to more sharply define our brand position as a Cafe and Bake shop and highlight our unique offering

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Investing to build our scale and brand in new and existing markets

  • Develop restaurant penetration in Canadian growth markets. Development focus is primarily in Quebec, Western Canada, Ontario and major urban markets
    • Target smaller communities as part of our broader development strategy, primarily through standard restaurants, but we will also test a new, flexible restaurant design
  • Deploy most of our U.S. capital into our most developed growth markets, accelerating the time needed to increase density, becoming more convenient and increasing marketing scale
  • Complement standard restaurants both in Canada and the U.S. with non-traditional formats and locations

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Growing differently in ways we haven't grown before

  • Extend our service advantage in Canada through our hospitality strategy
  • Expand Cold Stone Creamery® co-branding concept in Canada and the U.S.
  • In the U.S., roll out successful innovations from our new-concept restaurants, such as interior and exterior features, equipment and menu innovations, in new restaurants and renovations
  • Broaden the pilot of our new restaurant format in Canada designed to increase capacity and throughput
  • Opportunistically pursue strategic alliances and partnerships to increase brand awareness and to accelerate average unit volumes in existing locations
  • Open up to 120 multi-format restaurants over five years through a Master License Agreement with the Apparel Group in the Gulf Cooperation Council. Based on success, evaluate additional regions for expansion

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Leveraging our core business strengths and franchise system

  • Continue to work collaboratively with Restaurant Owners to build upon the success of the system
  • Pursue additional vertical integration and supply-chain opportunities to create value for our Restaurant Ownersand shareholders
  • Continue to selectively assess acquisition opportunities that leverage our core strengths and capabilities

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