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FOCUS BRANDS Innovation Campus

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BRAND OVERVIEW

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TOM CARVEL, OUR FOUNDER

• Opened his first ice cream Shoppe in Hartsdale, NY in 1934• Soft serve machine• Walk up ice cream Shoppe

• A true innovator• First with ice cream cakes and frozen

novelties• Referred to as The Father of Franchising

• The first to franchise a retail ice cream store in 1947

For more than 80 years, Carvel has served premium, soft ice cream made

fresh every day.

79.3% of consumers purchase premium ice cream

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CARVEL…84 YEARS OF MAKING PEOPLE SMILE

Tom Carvel, Our Founder First location was in Hartsdale, NY

TOM CARVEL – AN INNOVATOR

• Pioneer in Marketing• Buy One Get One Free (BOGO Wednesday)• Gift Certificates

• Creator of Soft Serve Ice Cream

• Plastic Packaging

• Round Ice Cream Sandwich – Flying Sauces

• First to Create Character Ice Cream Cakes• Created Hug Me the Bear®, Cookie Puss® & Fudgie the Whale®

• First CEO to do Radio/TV ads

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CARVEL TEAM• President: Scott Colwell

• VP of Ops and Training: Jim Salerno

• Regional VP Operations: Mike De Stefano

• Director of Training: Scott Nicely

• Director of Brand Marketing: Nicolle DuBose

• Marketing Manager: Katelyn Siegel

• Marketing Coordinator: Aliya Nealy

• Director of Supply Chain: April Fleming

• Sr. Art Director: Mandy Jefferis

• Director of PR: Loryn Franco

• Sr. Social Media Manager: Matthew Courtoy

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ENERGIZE CARVEL!

• Own “America’s Freshest Ice Cream”

• Be an Innovation Leader

• Significantly Enhance Operating Standards

• Improve Franchisee Profitability

• Introduce New Image for Full & Express Shoppes

• Grow Full Shoppes in Core & Concentric Markets

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EACH GENERATION LOVES CARVEL DIFFERENTLY

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CAPTURING THE GENERATIONS

• What is Carvel to each Generation?

• How has Carvel evolved over time to appeal to different Generations?

• Why are we trying to capture the interest of the last two generations?

• How can we successfully achieve this?• Assortment/Variety• Quality/Quantity• Value• Fresh/Renewed• Relevant partnerships

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CONSUMER RESEARCHTop Trends in the ice cream industry and how it is applied to soft serve ice cream and creating an LTO line.

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• Technomics

• Trade Magazine

• Industry Equipment Companies

• Electro-Freeze

• Carpigiani

• NRA

• Networking with Industry Chefs

• Travel

• Big Brand Companies

• Hershey’s

• Ghirardelli

• Mondelez (Oreo)

• Pre Gel

• Ferrero

R&D TEST FLOW

• Development at R&D Kitchen

• COGS are calculated by R&D Team

• Food Show for Carvel Team and Focus Brands

• Adjustments the builds as needed per Operations & present to CFAC

• Marketing & Creative feedback and go into Shoppe Test

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R&D SHOPPE TEST

• Builds adjustments - If needed – per Carvel Team

• Meeting with Creative for POP –Marketing, R&D and Training

• Menu descriptions are created by R&D and Training

• Nutritionals and food cost created by R&D

• Photo Shoot for Operational Test

• Recipe Chart are created by Training

• Creative presents POP to Marketing

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R&D SHOPPE TEST

• Market Test restaurant locations are chosen by Marketing Team

• Marketing meeting to discuss adjustments and next steps

• Supply Chain to distribute/ deploy new SKU’s -if needed

• Photoshoot - If there are changes from Operational Test

• Market Test New POP is created by Creative Team; if changes were made to

builds or promotion

• Market Test takes place

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R&D SHOPPE TEST

• Operational Test restaurant locations are chosen

• Creative Team creates Marketing and Operational Guide

• Operational Test takes place

• Our team visits Operational Test locations for feedback

• Adjustments are made at R&D kitchen if needed, based on feedback from

Operational Test

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5 YEARS AGO: ONLY FOCUS SUNDAE DAHSERS®

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BEFORE NOW

FOCUS ON FLAVOR INNOVATION ACROSS LINE

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INNOVATIVE PRODUCTS

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Character NoveltiesWitch Cake using the

Fudgie the Whale® mold

THE POWER OF PUBLIC RELATIONS & SOCIAL MEDIA

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