RISE - Menu Monitor

Tastee Freez
Headquarters
4440 Von Karman Avenue Suite 222, Newport Beach, California 92660 USA
Tel: (949)851-2614 Fax: (949)851-2618
www.tastee-freez.com
Ownership: Private
Segment: Limited Service Frozen Dessert
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 127,500 125,000 118,000
Company-owned ($000) - - -
Franchised ($000) 127,500 125,000 118,000
U.S. Number of Units 440 440 273
Company-owned - - -
Franchised 440 440 273
International Sales ($000) 400 350 500
International Units 2 2 2
Average Sales/Unit ($000) 350 350 470
Concept Positioning |
Tastee Freez is one of America's oldest franchise operations, specializing in soft-serve ice cream and other frozen dairy treats.
Today there are Tastee Freez locations in more than 20 states and Panama, and have evolved from a quick-service operator
to become more of a fast-casual format, featuring hamburgers, chicken sandwiches and a wider variety of ice cream treats.
Tastee Freez appeals to a wide customer base, from children to older adults. Galardi Group owns and franchises the chain,
which operates more than 60 units in several states.
Units are freestanding and are typically located in strip shopping centers or near shopping malls. The concept began as a
small, white walk-up ice cream stand. Some older units still maintain this design, but the majority of newer Tastee Freez
locations average 1,200 sq. ft. and offer seating for 30 customers. Most of these new units are co-branded with
Wienerschnitzel, the classic fast-food hot dog chain.
Tastee Freez was created in 1950 when Leo Moranz and Harry Axene developed a new soft serve ice cream pump and
freezer. They allowed the use of their Tastee Freez name to franchisees in exchange for rent payments on the ice cream
pump, and little white stands began emerging, selling soft-serve ice cream cones and sundaes. In 2003, Tastee Freez was
acquired by California's Galardi Group Franchise and Leasing for an undisclosed sum.
Menu Positioning |
The menu at Tastee Freez, open for lunch and dinner, varies from store to store. Standard items include hamburgers and
cheeseburgers, hot wings, hot dogs, grilled sausages, corn dogs, fried chicken, fish dinners and a full assortment of side
dishes, including mashed potatoes, biscuits, fries, onion rings and coleslaw. Some units also serve Tex-Mex items like tacos,
flautas, tortas and quesadillas. But the signature offering is the chain's extensive selection of soft-serve ice cream treats,
including cones, sundaes and splits. Cones are available in small, medium and large sizes and are served in a choice of
regular cone, waffle cone or cup. Sundaes and splits include customer favorites such as the Banana Royal Split and the Hot
Fudge Brownie Cake Sundae. Another popular line of treats is its Freezees selection—including its Chocolate Brownie
Freezee, Hawaiian Freezee and Grasshopper Freezee. Beverages include malts, milkshakes, sodas, Slushees and Coffee
Coolers, made with coffee, vanilla ice cream and a choice of flavoring. No alcohol is served and no kids’ menu is available at
most units. Menu prices range from $1–$4.99. Checks average $3.29.
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