In Focus
FRANCHISING | Staff Reporter, Australia

Gelatissimo focuses on geographical diversification as it ramps up its expansion

India and Bangladesh are Gelatissimo’s new frontiers in 2018, with stores to open in both countries within a couple of months. The brand is also exploring opportunities in the USA.

QSR Media: What's new at Gelatissimo?

We are pushing for greater geographical diversification through launching more stores in areas away from Sydney (as we are a bit Sydney centric). We are also focusing on a store refurbishment programme to keep all locations on-brand and provide better customer familiarity.

In terms of innovation, for us it is about creating flavours that have mainstream appeal and we’ve been working on even higher level of ‘quality of product’, using more of the finest ingredients. A deeper focus on increased agility particularly with marketing activities is also at the forefront of thought. Speed to market is becoming increasingly important.

QSR Media: What trends are you seeing in the industry this 2018?

Niche markets are growing and some are here to stay and will at some stage become significant enough market sectors – for example vegan and low sugar. However most other things that come onto the market are just a passing fad and have little chance of being here to stay. We do believe that most customers whilst they will try something new do ultimately revert to their own favourite flavour.

Health consciousness is however a trend for the future.

QSR Media: How do you plan to innovate your menu offerings this year?

For gelato, we’ll be including more flavours to our line-up and will focus on more inclusions. This is line with what customers are telling us they want. No quirky products for us.

QSR Media: Are there any digital innovations underway?

Digital menu boards are now being trialled at a pilot store. This will allow us to tailor offers, promote during different times of day and weather, and target different calendar dates in the year. The visual communications are done through dynamic imaging, small video clips, and various animation types with the objective to capture the attention of passers-by during the decision making process.

QSR Media: Any other big plans for the year?

We will stay true to our mantra - essentially to continue to ‘do the same but better’ – this includes new flavour innovations and creative brand partnerships.

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