Carvel celebrates 70th with world's largest ice cream cake.
To celebrate its 70th anniversary, Carvel Corporation will build the world's largest ice cream cake at a celebration in New York City's Union Square Park on May 25th. Weighing in at just under 11,000 pounds, the cake will be made of Carvel's premium vanilla ice cream, its "famous chocolate crunchies, and Carvel's delicious chocolate brownie base." Carvel reports that it will take 40 people about one hour to build and assemble the cake, which will be about 18 ft long, 8 ft wide and 3 feet high when completed. For this engineering feat, Carvel will create ice cream sheet cakes at a temperature of minus 120 degrees, and maintain them in a freezer truck at minus 20 degrees. A trial run was held in Jessup, Maryland on May 7, 2004 to ensure total success. Keely Hopkins, representative of The Guinness Book of World Records, will be on hand to offer make the official announcement that the Carvel offering has, indeed, broken the world's previous record.Once the party ends all the remaining ice cream and brownie base will be donated to City Harvest, an organization that is devoted to feeding the hungry and homeless. City Harvest distributes 45,000 pounds of food daily to a network of more than 800 emergency food programs throughout NYC. And to further celebrate its 70th, Carvel is hosting a birthday bash at all participating Carrel locations from May 17th through June 27th, featuring a new Birthday Mix specialty sundae and the rebirth of the Deluxe Sundae Dinner cake. A special Memorial Day weekend celebration will feature $0.70 soft serve cones as well as several "Buy One Get One" promotions.
Carvel has been in an expansionist mode of late, announcing record franchise sales growth through the first trimester of 2004 with the granting of 73 new franchise licenses and 15 new locations opened. The company attributes its recent growth to the successful efforts to reinvigorate the brand image through a new store prototype; more than 20 new products, including a fresh baked waffle program and new hand dipped flavors. An extensive franchise support system is also cited as drawing the new franchisees.
The 15 newly open locations are in Bradenton, FL; Dunwoody, Smyrna, and Statesboro, GA; Geneva, IL; Las Vegas, NV; East Meadow, Jackson Heights and Scarsdale, NY; Charlotte, Greensboro, Harrisburg, and Wilmington, NC; Myrtle Beach, SC; and Arlington, VA. The signed locations are in Alabama, Arizona, California, Florida, Georgia, Iowa, Maryland, Mississippi, Nevada, New Jersey, New York, North Carolina, Nebraska, Pennsylvania, Puerto Rico, South Carolina, Texas, Virginia, and West Virginia.
Steve Romaniello, president and CEO of Carvel, said: "A family favorite since 1934, Carvel is proud of our growth efforts to date, and delighted with the demand that our brand is generating. As we maintain our stronghold in our core markets, as well as introduce new markets to our delicious high quality concept, we will continue to capitalize on our tremendous brand recognition and consumer loyalty, and aggressively pursue our goal of 1,000 locations within the next three to four years."
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| Publication: | Ice Cream Reporter |
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| Geographic Code: | 1USA |
| Date: | May 20, 2004 |
| Words: | 510 |
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