CREAM owner and founder Jimmy Shamieh is a Palestinian immigrant who traveled to the United States over four decades ago and was a veteran entrepreneur when he opened the first CREAM ice cream sandwich bar in Berkeley, California in 2010. The franchise sells a sinfully scrumptious treat – fresh baked cookie sandwiches featuring the customer's choice of dough and ice cream. The sweets franchise is on the rise and part of a growing trend of dessert chains that develop vibrant customer bases with new twists on gourmet sweet treats. By combining cookies and ice cream, the CREAM franchise taps into two popular food trends and creates a uniquely customizable dessert experience for customers.
The dawn of a new hit
The first CREAM store opened with the goal of bringing a bit of flair to ice cream sandwich. The chain opened its doors offering a unique array of 20 cookies that serve as a delivery system for 20 flavors of ice cream and over two dozen mix-and-matchable toppings. CREAM quickly adopted the franchising model in 2013, opening its second location in Palo Alto, according to San Francisco Eatery. Fast Casual reported that CREAM recently took the next step toward widespread franchising, inking a multiunit deal with an existing franchisee to develop four locations in Santa Clara County. The franchise's leadership is working to have 50 units up and running by the end of 2015.
A menu built around customization
QSR notes that made-to-order dishes built from highly customizable menus are are especially popular with millennial customers. The article attributes much of Chipotle's success to its full embrace of this approach toward the fast casual sector. CREAM has also positioned itself to take advantage of the growing desire for customizable foods, and the chain's first location was smartly positioned to become a viable hangout for students from nearby UC Berkeley.
CREAM's success is not built solely on customization. The ice cream and cookie flavors are the stars of the show, ranging from obvious choices like chocolate chip with vanilla to exotic fare like salted caramel on snickerdoodle. The enjoyment the customer feels when concocting his or own dessert masterpiece is a big part of what makes CREAM such an attractive franchise model.
Happy memories create loyal customers
In the wake of the cupcake boom and bust, dessert chains are under more pressure to offer an experience beyond a calorie-rich temptation. Franchises like Sweet Arleen's distinguish themselves from the pack with simple, comfortable interiors and unique offerings that get customers talking to their friends, notes Entrepreneur. CREAM has been able to mimic that success, using a clean, sleek interior to simplify unit operation while creating a welcoming atmosphere. Even the store's name, an acronym for "Cookies Rule Everything Around Me," is a tongue-in-cheek reference to the Wu Tang Clan's 1993 song "C.R.E.A.M." (Cash Rules Everything Around Me), according to the company website. The naming choice strongly reflects the store's charming attitude and laid-back, California vibe. By going the extra mile to create memorable experiences for each customer, CREAM has laid down franchise foundation that is full of potential.