Swensen’s is an America casual restaurant concept and maintaining focus on a premium ice cream of many flavors and all presented in creatively is Sundae. Early Swensens gave his customer three things quality, quality and value for their money. The standard of product made swensens popular in the market. Everything was a quality too. It made swensens successful in this day.
The key promotion strategies of Swensen's were the ice cream franchise parlors to serve a premium ice cream in a wide variety of flavors and all presented in creatively designed Sundaes. Swensens used brand image, product positioning, increase sale volumes, brand awareness and support sale promotion, via TV program, billboard and Internet etc.
For example Toy’s r Us Swensen’s Promotion Summary: Swensen’s is happy to offer holders of Toys ‘R’ Us Star card, the following:
•Buy one meal get 2nd one (of equal or lesser value) at 50% (dine-in only)
•Enjoy 10% discount on purchase of any Swensen’s ice-cream cake. Terms & Conditions:
•Only valid by presenting ORIGINAL Toys R Us STAR Card prior to payment is made.
•Offers valid from 1st July till 31st Dec 2010.
•Offers are not applicable to promotions, vouchers and premiums.
•Offers only valid at Swensen’s outlet at Klang Valley.
Swensen’s is leading of ice cream market premium. Swensens expand sector strategies continue to protect market share 90% in premium ice cream 2 billion baht. Next year, they have a plan to battle that expands to the oversea. Swensens want to offensive line that open at local and expand ice cream to home. In 2007, Swensens premium from America was very movement so much in the market. So, Swensens want to grow in the new markets too. Swensens have a colorful atmosphere to look like modern style. However, Swensens focus on strategy under 4 ways.
1.They developing innovation product that try to create color theme to the customer. It made alternative to eat ice cream to customers. They have a new product at new seasonal menu 3-4 to 2 months.
2.The shop was designed by modern style. The guidelines for developing new fields under concept of lifestyle. For example, Swensen’s Ice cream shop at Siam Square has a good atmosphere and tries to develop new products. They use a concept from United States and Europe to adapt to Thai customers.
3.The appropriate price that is “Fifty-Nine” price per cup for stimulate the sale.
4.The service with strong staff to be in line with the target group that they were different. Each on of Swensens has an identity in oneself.
-High quality Swensens has high quality in term of taste and service mind. Although, we live wherever that we can taste in the same flavor.
-Old and premium brand Swensens was opened since 1948 in San Francisco. Early Swensen gave his customer three things that have quality, quality and Value for their money.
-Good Management System The standards of service and food operation, superior training and management.
-Various Flavors Swensens have various flavors and all presented creatively is sundae ice cream that is all natural.
-Well take care When you become at Swensens franchise ice cream and you will become a member of family. Every season, Swensens will have a celebration to the customer.
Swensen’s logo come from a name of Earle Swensen who was established Swensens’ Brand. Earle Swensen offering his ice cream as “Good as Father Used to Make” He realize that Swensens today, be a name synonymous with extraordinary delicious ice cream the world had ever known. Moreover, Swensens’ Brand has a slogan that is “Happiness never melts”. It’s extremely genuine that everybody can touch it.
Swensens divides product line into 2 main lines; there are restaurant and parlour.
1.Restaurant -Appetizer: French Fries, Dinner Salad, Popcorn Chicken & Fries, Fried Zucchini, Onion Rings and Soup Cup or Bowl
-Gourmet Salad: Crispy Chicken Salad, Cobb Salad, Chicken Caesar Salad, Chicken Fiesta Salad, Chef Salad and Fiesta Salad
-Gourmet burgers: The Original, Old Fashioned Cheeseburger, Sourdough Cheeseburger, Bacon Cheeseburger, Gourmet Burger, Bbq Burger, Pizza Burger, Patty Melt and California Patty Melt -Crispy Chicken Sandwiches: Buffalo Chicken, Crispy Chicken, Chicken and Green Chiles, and Chicken, Swiss and Bacon -Mega melts: Barbary Coast, The Forty Niner, The Mother lode, Turkey Avocado Melt and The EI Dorado -Specialty Sandwiches: Egg Salad Sandwich, Tuna Melt, BLT, French Dip, Tuna Salad, Grilled Cheese Sandwich, Turkey Club, The Ultimate Veggie Sandwich and Ham Club
-Beverages: Super Salads, Milkshake, Malted Milkshake, Root Beer Float, Tea (hot or iced), Hot Chocolate, Milk/Chocolate Milk and Soft Drinks
