Industry News | May 1, 2013

Bruster’s Gives Fans a Taste of What’s to Come

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Bruster’s Real Ice Cream, ranked No. 10 out of 100 limited-service restaurants nationwide by premier consulting firm WD Partners, has introduced the first of three new spring flavors.

Freshly made Chocolate Raspberry Cheesecake, with ribbons of raspberry sauce and creamy chocolate cheesecake ice cream, is the latest indulgence to join the restaurant’s collection of more than 140 signature recipes. This customer favorite is now available at all locations.

Next month, guests can take an early summertime trip to the beach with Bruster’s new Sea Salt Caramel and Sea Salt Caramel with Toffee.

“These are some of the best flavors ever created by Bruster’s and have all tested extremely well in the field,” says Michael Branigan, vice president of marketing.

The spring flavors are just part of Bruster’s new fully integrated marketing strategy. Bruster’s will now be introducing limited-time offers with more frequency than ever before; rather than just seasonal ice cream treats, Bruster’s will continuously introduce a wider variety of treats and drinks year-round.

“Consumers love Bruster’s,” says chief executive Jim Sahene. “Our goal is for them to love us all year—not just during warm months.”

Bruster’s, which turns 25 next year, will soon unveil a comprehensive revitalization plan designed to drive growth, Sahene says.

“The Bruster’s of the future will look very different than the Bruster’s of today,” he adds. “Our product line is being expanded and our stores will have a new, fresh look and feel, all with the goal of bringing Bruster’s to many more communities in the USA and internationally.”