Nestle Toll House by Chip and Planet Smoothie enter co-branding agreement
January 19, 2006
by FoodBusinessNews.net Staff
ATLANTA — Planet Smoothie has signed an agreement with Crest Foods Inc. dba Nestle Toll House Cafe by Chip to begin co-branding the two brands. The deal offers existing and new franchisees an opportunity to offer a more dynamic array of products, an increased revenue potential with minimal additional financial costs, in more varied real estate environments.
"This co-branding agreement is good for the consumer and good for the franchisee," said Doyle Liesenfelt, president of Nestle Toll House Cafe by Chip. "Each of our brands has always focused on the importance of taste and delivering the very best products and consumer experience. The brand loyalty we each share with our customer bases should prove beneficial to our new franchisees."
The co-branded concept will be operated by one franchisee with two integrated, but distinctly branded areas. Planet Smoothie will feature a full menu of smoothies and healthy snacks, while Nestle Toll House Cafe by Chip will feature 20 to 30 ice cream flavors and full baked foods.
"We are looking forward to spirited growth as a result of aligning with a household brand," said Chris Morocco, executive partner at Raving Brands/Planet Smoothie. "We have successfully retrofitted an existing concept in one of Atlanta's premier malls, Phipps Plaza, and we anticipate having four more deals in Q1 with existing Planet Smoothie franchisees. We are predicting a lift no less than 50% in revenue potential with a one-time initial build-out increase of 25%. It's a very dynamic proposition that places our smoothie concept in an emerging leadership position."