‘Consumers are more savvy than ever': Gelatissimo finds solace in variety amidst a challenging retail space

In an interview with QSR Media, CEO Filipe Barbosa offers his take on changing consumer preferences and finding ‘long-term’ franchise partners.

From dog-friendly gelato to Men In Black-themed flavours, Gelatissimo has served headline-grabbing soft-serve desserts last year. This 2020, gelato patrons can expect more healthy flavours from the gelato chain as it zeroes in on their customers’ health and dietary needs.

“[F]ocusing on health and catering to dietary requirements is becoming more and more important and will continue to be a focus for us in the coming years,” CEO Filipe Barbosa explained in an exclusive interview with QSR Media.

The gelato chain offers a host of flavour selections in their cabinet, catering to diverse customers who may or may not have strict dietary restrictions. Recently, the gelato brand has expanded its low-sugar gelato range.

Currently present in 6 Asian and MENA markets, Gelatissimo operates approximately 73 shops worldwide, including 47 stores in Australia.

Before entering the new year, the gelato chain undergone a store refresh and rebranding to highlight the brand’s “fresh” offering.

The chain recently opened a shop in Stockland Shellharbour shopping centre in NSW last December.

The latest in their flavour offering is a limited-edition family-themed range for the brand’s 17th anniversary, which features the Weet-Bix with Honey and Banana borne out of their partnership with the cereal band. 

Nearing two decades with the brand, Barbosa looks back and forward on their brand’s position in franchising and product development.

QSR Media: Gelatissimo has continuously introduced new products, from its dog and human-friendly gelato to the family-themed flavours for the brand’s anniversary. Looking back, how has Gelatissimo evolved in terms of product development? Any notable achievements in this space?

As a brand, we're continually looking at customer trends and preferences in the frozen dessert space. We engage regularly in market research so that we can grow and evolve in line with our customers. We're finding now that customers want and expect more than they ever have before. Some want fun and excitement like our limited edition themed flavours, some want indulgence which is why we introduced our Deluxe range and some have dietary restrictions which led us to develop and grow a variety of ranges like our vegan and non-dairy flavours (my favourite is Sunkissed Coconut). We've recently put a lot of focus into expanding our low sugar range which has been really well received. It's a constant juggle ensuring we're catering for everyone and growing as a business.

How about your brand's expansion? Have you met your target and goals for [2019]?

We've taken a steady as-you-go approach to expanding our brand. We always aim to manage our own expectations to ensure we're prioritising our company and it's values first and foremost. Taking our time allows us to focus on finding long-term, sustainable partners both in Australia and overseas. Without a doubt, the retail space can be a little testing but we've developed some amazing new products this year, opened a handful of great new stores and seen some really strong store sales that we're incredibly proud of.

In terms of franchising, your business offers kiosk and cafe formats, with the former being the most widespread. Does Gelatissimo plan to open more cafe formats or other store types in the future?

Different areas are suited to different types of stores. With the high cost of leasing, particularly in the major cities, we never want to mandate a specific format. We'd rather our stores are in the right locations and managed by the right people. We can operate in a space as small as 30sqm., although 40 [to] 50sqm. with a few internal seats to sit down and enjoy the gelato experience is what we aim for.

What trends in gelato franchising are you seeing that could drive the sector in the upcoming years?

The main trends we're seeing are across retail as a whole as opposed to just gelato franchising. Consumers are more savvy than ever - they expect more and in turn we have to be more nimble and focused on continual improvement. From a gelato or food service perspective, focusing on health and catering to dietary requirements is becoming more and more important and will continue to be a focus for us in the coming years.

Looking forward, what does Gelatissimo have in store for its customers and franchisees in 2020?

More new and exciting gelato innovations, more community based marketing and more focus on delivering in-store experiences that deliver on our promise of "pure happiness”. We're currently in the process of refreshing our stores as well as our brand look and feel so customers should keep an eye out for a fresh look at their local stores in the first half of 2020.

Adam Ang contributed to this report.