Gelatissimo reinvigorates image, a shift to improve branding
The brand's shift towards more café style stores with ambient seating and a fresh, modern décor.
This year, Gelatissimo redesigns its stores in an effort to update its image and be more than just a shop serving a cone of gelato.
Filipe Barbosa, Chief Executive Officer of Gelatissimo, recounted that at the start of the year, the company looked closely at the brand's direction and the team collectively decided to refresh Gelatissimo's store look and feel.
"As part of this, the new stores that opened in 2014 were completed in the more neutral colour schemes, allowing the gelato to be hero," he shared to QSR Media.
"The new store design is more contemporary," explained Fred Pose, Franchise Development Manager of Gelatissimo, "it is geared towards offering a dine in dessert experience rather than a take away cup and cone offer."
New additions to the design includes an open kitchen, where diners can watch gelato makers in action; and a seating area for those wanting relax in the store. According to Pose, the redesign is a result of customer feedback along with changing market conditions.
Accompanying the redesign, Barbosa tells QSR Media that the company has done a mini makeover throughout its Australian network, to better align the older stores. "The more complete alignment will be done as stores are due for refurbishment," he added.
OFFERING MORE THAN JUST A CONE OF GELATO
On top of the store redesign, Gelatissimo has also expanded its menu (available at select stores) to offer a wider range of desserts, with the addition of cakes and coffee, to compliment the new look of the café style stores.
"We have been trialling a new dessert range at a couple of locations. A way of getting people to think about Gelatissimo more of a dessert destination," revealed Barbosa.
Just last month, Gelatissimo announced that a core range of flavours will be available in low-sugar options this summer. The chain also unveiled a range of 'Eat In' Desserts, which includes modern takes on old classics, such as a Sinful Scattered Sundae and Milk & Cookies, to quirkier selections, like Sushi Gelato and the playful Noughts & Crosses creation.
The aim is for both range to be rolled out nationwide in the future.
2015 AND BEYOND
"We have evolved in 2014. Now 12 years old, it was important that we looked at ourselves and in doing so we realised we needed a new look, better systems of communication and training and more innovation. These have been the key achievements in 2014," said Barbosa.
For the coming year, Gelatissimo is focusing on a slow and steady growth in Australia, starting with Western Australia; and a slow entry to international markets.
"We are trying to break into the WA market and better diversify geographically around the country. Internationally, we are looking at our options but see the growing economies of Asia as a great opportunity," he added.
Emphasizing, "the market demands more now that it has in the past. More product innovation, more value, better customer service, etc… It’s about being able to deliver all of the above in commercially viable terms."
