Industry News | October 14, 2011

Freshens Launches Crepe Concept

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Freshëns, a frozen yogurt and smoothie company, launched a new concept store at Robert Morris University.

The fully integrated design features handcrafted savory, dessert and breakfast crêpes, in addition to its signature frozen yogurt and smoothie platform.

"Freshëns handcrafted crêpes are changing the landscape in the Better for You category," says Steve Kibler, Freshens vice president of Business Development."Consumer focus groups told us that frozen yogurt and smoothies are primarily purchased as a snack or a treat, but not during traditional meal occasions. If we created a new product offering that met breakfast, lunch and dinner dayparts, we would increase our purchase frequency.

"Crêpes are individually prepared in front of the customer.Proteins and cheeses are steamed on a traditional crepe iron that uses no oil or grease.Customers can choose from craveable savory options including Southwest Chicken, Chicken Pesto and Tomato Cheese and Basil; Egg White Florentine or Steak and Egg breakfast crepes; and traditional crepe desserts that feature nutella and fruit.Only fresh ingredients are used."

We’ve seen customers order dessert crepes for breakfast, breakfast crepes for lunch, and savory crepes throughout the day" says Kibler."The crepe platform gives us the ability to create a diverse number of culinary builds, which helps keep the menu exciting for our guests."

"We have been thrilled with our performance at Robert Morris," says Ed Redmond, Freshens senior vice president. "Crêpes account for almost 50 percent of sales, and we’ve seen our business thrive at breakfast, lunch and dinner. It’s a perfect complement to our yogurt and smoothie, and extends our reach to all departs."

"Freshëns has filled a niche on our campus, offering a healthier option that is recognized by students", notes Russell T. Williams, general manager - Robert Morris University.

"The concept fits our culinary profile, which is preparing each item to order, in front of the guest, using only the freshest ingredients.The crepes have been a bigger hit than we anticipated, and frozen yogurt and smoothies are a great addition."

Freshëns plans to open 50 new integrated crepe, smoothie, and frozen yogurt locations in 2012, including airports, college campuses, health care facilities and regional malls.