In Design Refresh, Soft-Serve Chain Tweaks Equipment Lineup

Digital menu boards, upright freezers and a reduced equipment package mark a few highlights.

Simplified menu boards, one component of Carvel's new design, aim to improve guest flow at the unit in Gainesville, Fla. Photos Courtesy of Carvel.

A design debut and a 90th anniversary mark a couple of recent sweet spots for the soft-serve concept Carvel, part of GoTo Foods (formerly Focus Brands).

Recently, Carvel shared that units in Gainesville, Fla. and Jamaica, N.Y. are open, becoming the first two units to reflect the brand’s latest design. The refreshed look, Carvel says, is driven by a commitment to modernize the brand while also enabling it to grow in new and existing markets.

Overall, the brand reduced its equipment package, though it adds upright freezers to store ice cream cakes and other frozen treats, such as its new ice cream pops.


Easily accessible freezers store cakes and other take-home treats.

A brighter color scheme and new logo add flair, while simplified menu boards on the side of the store aim to improve guest flow. The design also includes a truck mural as a nod to the brand’s origin story.

“Carvel is a brand with such a unique history—one where our founder, Tom Carvel, took advantage of an unfortunately timed flat tire and built a soft serve empire. As we developed this new design, it was important to not only meet the needs of today’s consumers but also celebrate the history and nostalgia of the brand in a fresh, new way,” says Jim Salerno, chief brand officer for Carvel. “I’m confident that this update and refresh will propel the brand forward as we continue to grow our footprint across the country.”

The brand says the design’s footprint is flexible, able to be enlarged or reduced in square footage to fit end-caps, in-lines, urban streetside and captive audience venues.

As of March 31, Atlanta-based Carvel had more than 350 locations in eight countries.



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