2007 Great Idea Book - Revised 4 26 2007 95771

The Great Idea Book
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Table of Contents
Introduction
Increase Ice Cream Sales

1. Administrative Professionals Week
2. BOGO Blast
3. Family Night
4. Free Ice Cream
5. In-store Fundraisers
6. Hiring an Intern and/or Marketing Intern
7. Places of Worship Fundraiser
8. Teacher Appreciation
9. Mother’s Day LSM
10. Movie Theater Partnership
11. Hit & Run Product Drops
12. Television Sponsorship
Increase Cake Sales

1. Outside Cake Sales
2. Wedding Cakes
3. Valentine’s Day Cakes
4. Sampling Cakes
5. Thanksgiving Pie Sales
6. Pre-sale Fundraiser
7. Selling Petite Cakes in Restaurants
8. Petite Cake Decorating Program
9. June & July Local Store Marketing
10. Jewelry Stores
11. How They Do It
12. BIRTH-day Cakes
13. B2B Cake Sampling
Increase Pester Power

1. Birthday Parties
2. Cold Stone Creamery & Univision Reading Program
3. “Feed Your Mind” Summer Reading Program
4. Summer Reading Program
5. Girl Scout Patch Program
6. Ice Cream Parties
7. Little League Marketing
8. Local School Marketing
9. Police Departments “Safe Summer Program”
10. Store Tours/Field Trips
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11. Library Reading Program
Increase Birthday Club Membership
1. Birthday Club Contest
Increase Grab & Go

1. Pizza & Ice Cream
Miscellaneous Marketing
1. Give ‘em the Pickle
2. Hit List
3. S’mores Dipped Waffle Products
4. Wataffle Offer
5. Tree Lighting Ceremony
6. Movie Theater Advertising
7. NFL Sponsorship
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Introduction
Getting out into your trade area – also known as local store marketing-- is one of
the most important things you can do to increase sales. To help you get started,
we’ve compiled a list of Great Ideas-- local store marketing activities that have
proven to build sales across the country for Cold Stone Creamery franchisees.
These Great Ideas were developed, tested and submitted by your peers and are
organized by product. For example, if you are looking for a great way to increase
cake sales, simply turn to the “Cake” section. Pair these Great Ideas with tools
from the BAM Kit and you’ll be ready to execute them in your store.
Keep in mind that Great Ideas are only great if actually implemented. Please read
through the attached booklet and commit to putting at least one Great Idea into
practice every quarter.
Great Ideas also can be found on the Creamery Connection in the Creamery Talk
forum under “Great Idea Bank.” This is the place to go to share your own Great
Idea success stories with the community. If you have any questions regarding any
Great Idea, please contact your Area Developer team.
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Increase Ice Cream
Sales
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1. Adminis t r a t i v e P r o f e s s i o n a l s W e e k
Administrative Professionals Week is celebrated in April. This gives us a full week to visit area
businesses, introduce ourselves, and tell them about our cakes. In most cases, an office has
multiple administrative assistants. So there is a really good chance that they will purchase
multiple cakes for the occasion.
Please note, some offices may be celebrating on Administrative Assistants Day only, which is April 27.
Snapshot of Program
This is a simple sampling program that allows you to recognize Administrative Assistants in
offices near your store and gives you a chance to tell them about your Cakes.
Here’s how the program works:

• Designate 20 businesses (with 25 + employees) in a two–three mile radius of your
store.
• Visit them in person April 18-22.
• Give a free Creation certificate to the Administrative Assistants (plan on at least 5 per
business) and speak with their bosses about an ice cream cake for an in-office
celebration.
Results & Expectations

If you visit 20 businesses and give 5 Free Creation gift cards to assistants at each business, you
will make 100 Administrative Assistants (potential customers) feel like gold! Plus, it may be the
first time many of them have visited your store.
If 5 of those businesses purchase 3 cakes, that’s 45 cakes for the week or approximately $770
towards your topline sales.
Who To Visit
Spend time with the person at the front desk and then ask to speak with their boss so you can
introduce yourself.
Buyer Motivation
How can anyone turn away Free Ice Cream? You are recognizing Administrative Assistants with
free ice cream and their boss can recognize them with an indulgent ice cream cake.
Selling Tips/Key Phrases

Here’s a script when visiting businesses.
• “Hi! My name is _________________ from Cold Stone Creamery located at
____________.”
• “Since Administrative Assistants Week is next week, we are out recognizing assistants
with a free creation. How many Administrative Assistants do you have in this
company? Would it be possible to leave them a certificate for a FREE Creation?”
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• If they say yes (and who wouldn’t) then ask if it would be possible to give the
certificates in person so you can introduce yourself. If not, leave them with the
receptionist for him or her to distribute.
• Then ask if it would be possible to leave cake information for the assistant’s bosses.
Let them know that a Cold Stone Creamery cake is great for office parties and
celebrations. Give them a tip on which cake or cakes would be a “crowd pleaser.”
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2. B o g o B l a s t
Who:
Jason Wall
Lincoln, NE
402-432-1280
Area Developer: Scott & Janet Otis/ Eric Banks
This is ideal for a franchisee who has a school near them.
What:
Come to Cold Stone Creamery on a slow day, buy a Love It Original or larger, show your
student ID and receive a free Original of equal or lesser value. On Wednesdays, come to Cold
Stone Creamery, purchase a Love It Original or larger and receive a free waffle cone.
Why:
¾ To increase traffic on a typically slower day
¾ To increase waffle percentages; giving away waffle products will allow customers taste
how wonderful they are and hopefully will purchase on future visits.
Proven Results:
Jason has increased his Monday and Wednesday traffic by an average of about $150-$200 per
day. It took a while to catch on, but now that people are getting conditioned to it, they are
coming in the stores on those specific days just to get the special.
How:
Simply put up a counter talker showcasing the specials. Jason’s creative is attached.
Alternatively, put an ad in the local school newspaper. They are typically less expensive than
regular newspapers.
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3. Family Night
Who:
All Utah, Montana, and Idaho Cold Stone Creamery stores
Area Developer: Brad Nielsen
What:
Monday is Family Night at Cold Stone Creamery! Come in to your local Cold Stone Creamery
from 6p-close, buy a Love it Original or larger and receive 2 Kids Creations for free!
Why:
“Let’s fish while the fish are biting!” This program will kick off summer and promote the $1.50
Kids Creations, family bonding, pester power, and consequently draw more customers into the
stores. This is a great opportunity to add value to each customer’s Cold Stone Creamery
experience. Additional objectives of Family Night include:
¾ Capitalize on pester power to drive sales

¾ Build sales on a typically slower night
¾ Portray a kid-friendly environment to attract new youth and adult customers
¾ Generate PR exposure
¾ Increase trial and frequency with new flavors, smoothies, shakes & cakes
¾ Generate additional Birthday Club registrations
¾ Generate awareness of themed cake offerings
¾ Create a new family tradition
¾ Boost crew morale with an in-store party atmosphere every Monday
Proven Results:
Brad Nielsen brought the Family Night to Utah in March 2005. At that time, Monday night
sales averaged approximately $600-700 (one of the slowest nights of the week). Within the year,
after the inception of Family Night, Monday turned into their third busiest night, with
franchisees increasing their sales between 30-40%. The cost of a Kids Creation is 36 cents.
When:
Monday nights
Managers Responsible:
Leo Kauranen
lkauranen@coldstonecreamery.com
480-362-4917
Timeline:
Family Night began in March 2005. Family Night was promoted 3 ways:
1) A Counter Talker
2) A flyer handed out to every customer
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3) A three month advertisement in their local newspaper
4) Word of mouth
The first Family Night was geared toward promoting the event. Each customer was told about
the night even if they did not come in specifically for Family Night- it was a great surprise for
families to unexpectedly receive free ice cream. Every Monday thereafter, frequency increased.
Additionally, parents tended to order more ice cream knowing that they were getting free ice
cream for their children. The cost to the franchisee is approximately 70-80 cents for the 2 Kids
Creations:
DELICIOUS DIRT Kids $ 0.43

SPRINKLEBERRY Kids $ 0.36
BEARY BEARY BLUE Kids $ 0.39
This is the total cost of sales for each of the creations (food, paper (including spoon)).
How:
¾ Create a counter talker that promotes Family Night at Cold Stone Creamery. A counter
talker was created and put on the sneeze guard.
¾ Set up a table next to the cake display to sample cakes. Have order forms, cake
brochures and coupons available to hand out to every customer. (This can be modified
to sample smoothies and shakes after the rollout).
¾ Promote the Birthday Club to all customers. Distribute Birthday Club cards to every
customer. The artwork is available on: Creamery Connection/Store
Operations/Marketing/National Marketing/Birthday Club.
¾ Attach four helium balloons to the table (www.partypop.com). This is a great marketing
strategy to draw attention to a unique offering.
¾ On all tables have Cold Stone Creamery placemats and crayons. The BAM Kit under
Kids Programs- Placemat with Offer is available. The placemat has an offer for a free
Kids Creation after they finish coloring it.
Marketing Plan
¾ Promote crew participation. Encourage them to invite their families and friends.
¾ Everyday of the week (with the exception of Monday) hand out Family Night flyers
to every customer
¾ Distribute information on in-store tours and birthday parties.
¾ Distribute fundraising information for sports teams, church groups, and
organizations. This can include cake pre-sale fundraising as well as in-store
fundraising opportunities. Fundraising kits can be found at Gold Graphics on the
Creamery Connection. Please contact your Area Developer if you need more
information regarding fundraisers.
¾ Feature kids’ activities and entertainment (e.g. clowns, balloons, magicians, kids
karaoke, face painting, removable tattoos, stickers).
¾ Create an in-store enter-to-win contest awarding a Cold Stone Creamery Birthday
Party to the winner.
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¾ Create a database or card where the child tries every new Kids Creation and
afterwards receives a free Creation of his/her favorite.
Remember: This is primarily a word of mouth promotion, and it will take time to spread
the word about Family Night on Mondays. Each Monday, franchisees should see an
increase in the number of customers frequenting their store.
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4. Free Ice Cream
Who:
Carole Talen
Cold Stone Creamery
832 11th Street
Paso Robles, CA 93446
Phone: (805) 226-9330; 805-423-3961
On the Paso Robles Chamber of Commerce website this is what I found:

“At Cold Stone Creamery in Paso Robles, we want you to experience the ultimate indulgence.
Just for you, we make our smooth and creamy ice cream fresh daily. We also offer Ice Cream
Cakes made in our local store. Come and try one. Located on the Park in Historic downtown
Paso Robles.”
What:
Give mothers free Love It Creations on Mother’s Day. Give fathers free Love It Creations on
Father’s Day.
Why:
¾ Builds community relations
¾ Increases brand awareness
¾ Increases overall sales
Proven Results:
Carole did $3066 in sales on Sunday, May 15, 2006 (Mother’s Day). Of this amount only eight
cakes were sold. She gave away $375 in free ice cream to mothers. She has seen a 39% increase
in sales from last year’s Mother’s Day. Love It sales have increased as well. (256 Love It
Creations vs. 205 Like It Creations). Waffle percentages increased as well.
Where
Paso Robles, CA is a community of 27,000 people. Located in the California wine country, the
outlying county has an additional 70,000 people with only one other Cold Stone Creamery in the
area. This is obviously a smaller community, and strong ties to this community can make or
break a business. This area has smaller ice cream venues, and Baskin Robbins plans to open
within the next two months.
How:
This is the third year that Carole has given free ice cream away to mothers on Mother’s Day. It
has become the place to go on Mother’s Day. In this community newspaper advertising does
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not work. A small magazine called Paso Robles Magazine is where Carole targeted her
advertising. In fact the cover of the magazine talks about saluting Mother’s on Mother’s Day.1
In previous years, Carole used a counter talker, but realized that this did not draw additional
customers into her store.
When a mother receives their free ice cream, crew members are trained to up sell beverages and
waffle products.
Of course there are going to be people who will try to get anything for free. Out of over $3000
in sales, she gave away ice cream to only ten mothers without any family members
accompanying them. Additionally, customers that did not bring in the coupon from the
magazine, but knew about the promotion were given the pickle as well.
POS
A PLU was designated specifically for this promotion. This way her sales reflected the
promotion and she was able to account for how much ice cream she gave away for free.
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www.pasoroblesmagazine.com
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5. In-store Fundraiser
Want to bring in $1,000 in incremental sales in one night? All you need to do is spread the word
about this amazing fundraiser and your store could potentially be booked every night of the
week.
Snapshot of Program
Many Parent/Teacher Organizations (aka PTOs) are researching fundraising options in January
and February for the following school year. So now is the time to get in front of them and tell
them about your fundraiser. This month, visit every elementary school that is in your three-five
mile radius.

• The school chooses their fundraising night at Cold Stone
• They hand out flyers to students, parents, friends and neighbors promoting their night
at Cold Stone Creamery.
• For every flyer that is brought in on their fundraising night, Cold Stone Creamery will
donate a certain percentage (see next page for donation chart).
# of # of schools Possible sales from Donation to

Elementary to commit fundraiser school
Schools
Visited
5 2 $2,000 $600
10 5 5,000 1,500
15 9 9,000 2,700
Just think… if you had 10 schools book a night at your store each month, you could potentially
bring in anywhere from $5,000 to 10,000 per month! Or $60,000 – 100,000 a year!
Who To Visit
Drop by your local elementary schools and find out how to get in touch with the PTO President.
While you’re there, drop off fundraising flyers and see if the front office will put them in each
teacher’s mailbox.
Buyer Motivation
This is one of the easiest fundraisers around. In one night, organizations have the potential to
make hundreds if not thousands of dollars. All they have to do is spread the word about the
night.
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Whether you’re making calls from the store or visiting them in person, here’s a script to go over
before you visit them.
• “Hi! This is _________________ from Cold Stone Creamery”.
• “We have a simple fundraising program that we would like to present to you. Your
school could potentially make hundreds if not thousands of dollars in one night.
Would it be possible for me to present the program at your next meeting?”
• If they say yes, then be sure to find out how many people will be attending the
meeting so you can bring a sample creation for each person.
• At the meeting, hand out ice cream and let them know how the program works. Show
them a template so they can see how easy it is to promote the event and make a good
sum of money for their school.
Community Newspapers
Your local newspapers are always looking for events like this to promote. Call the reporter who
covers local schools/events and let them know your fundraising event schedule in case they
would like to promote it.
Materials Needed
Customizable Flyer to give to the organization to make copies
Here is a sample of how much to donate back to the school:

$500 – 15%
$500 - $700 – 20%
$700 - $1,000 – 30%
Over $1,000 – 35%
Charities Responsibility
• Make copies of the flyer and begin handing out at least two weeks prior to event
• Promote the fundraiser through newsletters, school announcements, e-mails, local newspapers,
church bulletins, passing out flyers, posting at local office buildings
• It is important that they promote their event, we don’t want to be giving them a % of sales
just from our regular customer base
• If it is a band or music group – invite them to play in the lobby during the fundraiser
• One member from the group should work with the kids on the night of the event behind the
stone – you don’t want to many, because you want to be able to move your line. (Make sure
they know at least two songs to sing with your crew)
One week prior to the fundraiser

• Call the organizer to check on numbers and how they are promoting the event. Get a
feel for how you will staff it.
Night of the Event

• Have your best kids behind the stone! You are introducing Cold Stone Creamery to a
whole new group of people and you want them to have a wonderful experience.
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• Ask you guest scooper to show up 30 minutes prior to the fundraiser and go over
scooping – don’t have them make any specialty items.
• Let you kids keep their tips during the fundraiser
Ringing The Event

• Sign in on the POS system as a cashier
• Hit the Fundraiser button, then ring the transaction as normal
• Close out the transaction as normal
• At the end of the Fundraiser, type in the amount of money to be donated to the
organization (i.e. if you have arranged to give the organization 30% of the revenue
generated for that evening and the group accounted for $1000.00 in sales then you
would type in $300.00)
• Hit the Fundraiser Donation button and a negative amount will show in the screen (in
the example above it would display -$300.00)
• Hit the Subtotal Button
• Hit the Cash Button
• This will back the charitable amount out of the Fundraiser “bucket” in POS and move
it into the Fundraiser Coupon “bucket”, thereby giving you a record of donations
while subtracting from sales that will be used for royalty calculations.
Follow-up
• Have them come back to the store and pick up their check or pay them the night of
the fundraiser
• Call and see if everyone enjoyed themselves and thank them for having their event
with us!
• Let them know that they can book a night each month if they’d like.
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6. H i r i n g a n I n t e r n a n d / o r a
Marketing Coordinator
Who:
Ken Mogle
Athens, OH
614-565-6477
Area Developer: Lori Hindenlang
What:
Creating an internship program or hiring someone from a local university or college to
coordinate your marketing efforts.
When:
An internship typically coincides with the school semester schedule. An internship may last a
semester, an entire year or even longer, depending on the franchisee’s needs and the intern’s
availability. For interns, this is a suggested timeline but it will vary based on school calendar:
• Fall semester
o Solicit applications July 1
o Application deadline August 15
o Start date September 1
• Spring semester
o Solicit applications October 1
o Application deadline November 15
o Start date January 1
• Summer break
o Solicit applications February 1
o Application deadline March 15
o Start date May 15
Why:
Some franchisees fall into the trap of becoming so busy that they are never able to leave their
store. This program will offer additional insights into how to effectively market your store using
outside resources. In many cases with internship programs, there is no cost to the franchisee.
Manager Responsible:
Leo Kauranen
480-362-4917
How:
Timeline
Ken Mogle, a franchisee in Athens, OH contacted the Voinovich Center, which is a state funded
organization that helps local area businesses. The Voinovich Center is associated with Ohio
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University. During his first meeting, Ken brainstormed the issues that he was having being a
college focused franchise. The following were the top three issues:
• Physical barrier of franchise location in relationship to the rest of the community
• The main customer being the student population
• Lack of customers when school is not in session
A team of 2 people from the Voinovich Center became involved with the Cold Stone Creamery
project. Additionally, Ken got his manager directly involved with the meetings. The following
meetings established a couple of break through efforts. First, the University allowed Ken to put
up an 8 ½ by 11 poster in all 42 on-campus residences’ bulletin boards. Additionally, they
received a list of all the sororities and fraternities at Ohio University. They brought ice cream,
$1.00 off coupons and information on fundraising. As a result, from the middle of April to the
end of May, Monday through Thursday, the Athens Cold Stone Creamery is fully booked with
fundraisers.
Future meetings developed Ken’s top priority: Not best practices, but rather someone to execute
them. Thus, Ken and team established a program to hire a Marketing Intern. The team
contacted the head of the Marketing Department at the business school. This is the key to
getting an intern- finding the strongest link within the Marketing Department. A job description
was written (please see Appendix for more information) and was forwarded to the head of the
Marketing Department. This internship opportunity was then forwarded to all the Marketing
students. A list was compiled and the finalists have to come up with one Local Store Marketing
initiative and explain how to implement it. Benefits include:
• Hourly rate of $5.75 with bonus potential
• Cold Stone Creamery logo shirt
• Free ice cream
• Flexible hours
• Direct link to Cold Stone Creamery
• Great resume builder
The intern will be hired after all finalists have submitted their local store marketing initiative.
Internship Program
What benefits may a franchisee see in starting an internship program?

• An individual dedicated to marketing the store(s)
• An individual to do research and other time-consuming tasks
• Interns can bring fresh ideas from the classroom and apply them in your store(s)
• Increase productivity and sales
• Cost-effective – interns can be hired inexpensively or even free!
• Interns are motivated to learn and produce quality work
• An intern can work on projects that have been put on the back burner
What are the benefits to the intern?

• Gain practical marketing experience
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• Develop relationships in the local community and with professionals who will serve as
contacts and references
• Work closely with a business owner
• Apply lessons from the classroom to real-world situations
• Practical training in the strategy of Local Store Marketing
• Gain skills transferable to many trades & fields
• Improve post-graduation prospects by gaining valuable work experience
Pre-hire process
Assess the needs
• Ongoing tasks
• Labor-intensive tasks
• Research
• Projects that have taken a back seat for various reasons
• Year-round, seasonal
Determine what resources need to be allocated to the program and individual

• Identify a supervisor for the intern (franchisee or manager)
• Paid internship (hourly wage or monthly stipend) or unpaid internship (work through the
university to offer an internship for credits)
• Mileage reimbursements
• Training – how will you train them and how many hours will be dedicated to training
• Regular meetings with supervisor – supervisor will need to be prepared to dedicate time
to spend with the intern on a daily or weekly basis
• Will the intern need access to a computer, printer, fax, email, phone and voicemail box,
supplies, workspace, etc.
Develop job description and include the following information:

• General information about Cold Stone Creamery
• Description of roles and responsibilities
• Preferred completed coursework or major
• Skills required
• Start/End dates for internship and typical daily work hours
• Compensation or academic credit
Hiring Process
How to get the word out and who to contact
• Contact the Career Services department at the college or university. The Internship
Coordinator can provide the institution’s internship requirements and best practices
• Contact the appropriate academic departments – Business School, Marketing,
Communication, Advertising, Public Relations, etc. These departments will often have
an Internship Coordinator. It is also a great idea to develop a relationship with the
faculty
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• Contact various school organizations – sponsor a fundraiser and get to know the
members, be a speaker at one of their meetings, invite the group to tour your store
• Attend internship/career fairs
• Hold an Open House for faculty and students at your store
• Advertise in the school newspaper
• Advertise in your local newspaper
Hiring an intern for college credit

• It is the student’s responsibility to manage his or her university requirements
• The student’s academic advisor may want to approve the job description and speak with
the supervisor upon hire
• The supervisor will likely need to fill out an evaluation at the end of the internship
• The student will often write a report or summary of their experience to receive credit
After hire
Paperwork
• Statement of Work or Memorandum of Understanding
• Master Services Agreement
Orientation
• Tour of store
• Meet crew
• Complete Core Skills Workbook
• Review Local Store Marketing Guide & Procedures
• Familiarize intern with trade area
• Review Trade Area Map
• Determine appropriate attire
• Determine how breaks will be handled
• Communicate the best way to get a hold of supervisor
• Discuss etiquette a business meetings (i.e. rules of professionalism)
• Develop and explain a tracking and reporting system
• Set weekly or monthly meetings with supervisor
Periodic program evaluation

• How has program increased productivity
• Does the intern have the necessary skills for the job
• Have the needs of the franchisee changed
• Is the internship meeting the needs of the intern
• Are there other projects where the intern can add value
Prerequisites for Marketing Internship:

What type of candidate are you looking for?
• The best candidate is a good mix of personality, knowledge, creativity, dependability and
accountability
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• References are key
• You can tell a lot about a candidate by reviewing their extracurricular and community
activities
• Make sure they exemplify the Cold Stone Creamery culture
• Strong written and verbal communication skills
• Knowledge of MS Office, including Word, Excel, Outlook and Power Point
• Excellent organizational and project management skills
• Ability to work with media personnel, community leaders and multiple levels of
corporate personnel
• College level coursework in marketing, communications, advertising, public relations or
related field
• General knowledge of the local area
• Dependable transportation
Marketing Intern Responsibilities:

• Complete trade area map
• Develop a marketing plan based on Cold Stone Creamery local store marketing
guidelines
• Identify opportunities and key events in trade area
• Cold calling to set up programs with businesses and organizations
• Product drops to local businesses and media outlets in trade area
• Execute the monthly local store marketing programs
• Submit creative requests and handle printing of coupons and advertising materials
• Maintain a binder with updated creative customizable templates and media relations
programs and templates
• Develop and maintain local media relationships
• Strategize and implement methods for reaching out to influencers, celebrities and key
local businesses
• Review Creamery News and Cake News weekly
• Create a customer database
• Create a business contact database
• Form alliances with local charities and non-profit organizations
• Identify local advertising opportunities
Personality Profile:
Passion for our brand, sense of urgency, personal integrity/intellectual honesty, people
skills/relationship manager, self-disciplined, good work organization, goal-oriented, positive
outlook and attitude, Cold Stone Creamery product knowledge, team player/independent yet
supportive, understands responsibility, assertive social style/follow through, public speaking
ability/communicator, professional manner, computer literate
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Marketing Coordinator Position
The ideal candidate is skilled at cultivating and maintaining secure relationships with local
schools, area business and community leaders. The Marketing Coordinator should demonstrate
strong organizational, planning and follow though abilities.
Prerequisites for the Marketing Coordinator Position

• Involvement with the community
• Strong communications skills both verbal and written
• 2 + years of professional experience
Marketing Coordinator Responsibilities

• Relationships & Support are the key to being successful as a Marketing Coordinator
• Follow Cold Stone Creamery targeted marketing plans
• Present Local Store Marketing activities for the upcoming month or quarter.
• Prepare and visit each open store, 4 hours per month
• Establish relationships with local community organization such as schools, PTOs,
Chamber of Commerce, local businesses, etc.
• Establish partnerships with local charities
• Coordinator franchisee with coordination of ice cream and cake parties in the
community
• Market Contact for Media
• Provide Monthly Report to Area Developer and Creamery Marketing Manager of how
the market is doing on a local level
• Provide any information on who isn’t participating as well as best practices
Personality Profile
Passion for our brand, sense of urgency, personal integrity/intellectual honesty, people
skills/relationship manager, self-disciplined, good work organization, goal-oriented, positive
outlook and attitude, Cold Stone Creamery product knowledge, team player/independent yet
supportive, understands responsibility, assertive social style/follow through, public speaking
ability/communicator, professional manner, computer literate
Bonus System
This bonus program is based on a point system. The total number of points achievable by
Marketing Coordinator is 100 per quarter. Points will be broken down into the following
categories:
Territory Sales Increase – 20 points

Fundraisers – 20 points
Store Partnerships – 20 points
Local Store Marketing Evaluation – 40 points
Quarterly bonuses will be determined on the following point scale:

50 to 62 points - $600
63 to 75 points - $800
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76 to 89 points - $1,000
90 to 100 points - $1,200*
(*$1,200 is the maximum bonus the Coordinator can receive per quarter)
TERRITORY SALES INCREASE= 20 points

Same store sales will be used for stores that have been open for one year
AUV will be used for all new stores (open for less than one year)
AUV will be calculated using all stores, not only new ones
Percentages will be a combination of AUV and same store sales and will be broken down as
follows:
0% to +1% - 0 points
+2% to +3% - 6 points
+4% to +5% - 12 points
+6% to +7% - 18 points
+8% to +9% - 24 points
+10% or more - 30 points
IN-STORE FUNDRAISERS= 20 points

Fundraisers will be analyzed on a quarterly basis
The Coordinator will need to set up a minimum of 5 fundraisers to be eligible for the points
As an added incentive, for each successful fundraiser ($1,000 or more), the Coordinator can earn
a $25 bonus (paid for by the Co-op)
Fundraisers are to be tracked by the Coordinator and they are also responsible for keeping track
of their $25 bonuses
Fundraisers by Region will be converted into a percentage as follows:
Under 25% over $1,000 – 4 points
25% - 49% over $1,000 – 8 points
50% - 74% over $1,000 – 12 points
75% - 99% over $1,000 – 16 points
100% over $1,000 – 20 points
The Coordinator will have the opportunity to earn 3 bonus points if they set up a minimum of 3
fundraisers per store in a given quarter.
Note: If the Co-op decides not to have fundraisers during the summer months(3rd Quarter),
the 20 points will be reallocated to the remaining categories.
STORE PARTNERSHIP= 20 points

COORDINATOR WILL NEED TO INITIATE A MINIMUM OF ONE NEW, OR
INCREASE AN EXISTING PARTNERSHIP PER STORE PER QUARTER
Percentages will be based on the number of stores that have an established partnership by the
end of the quarter
Under 25% partnerships – 2 points
25% - 49% partnerships – 5 points
50% - 74% partnerships – 10 points
75% - 99% partnerships– 15 points
100% partnerships – 20 points
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The Coordinator will have the opportunity to earn 5 bonus points if they set up a minimum of 2
new or improve upon 2 partnerships per store in a given quarter.
LOCAL STORE MARKETING EVALUATIONS= 40 points

Evaluations will be given to the franchisees at each quarterly Market Meeting
Evaluations are to be filled out and returned at the Market Meeting
60% of the franchisees in each territory must return evaluations for the Coordinator to be
eligible for the points
Evaluation will have 10 questions
Evaluations will be scored on a point system:
4 will be the maximum number of points
1 will be the minimum number of points
Evaluations may change quarterly depending on the season
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7. Places of Worship Fundraiser
By offering this fundraiser to area places of worship, you could possibly boost your
weekly sales by $1,000!
Snapshot of Program
Within places of worship there are dozens of groups who are raising funds through out the year
like youth groups, women’s auxiliaries and summer bible schools. Within the five-mile radius of
your store, there could be anywhere from 5 to 30 churches. Just think of the possibilities!
The program is similar the school fundraising program. Here’s how it works:
• The place of worship chooses their fundraising night at Cold Stone Creamery
• They hand out flyers to members, neighbors, and friends promoting their night at
Cold Stone Creamery.
• For every flyer that is brought in on their fundraising night, Cold Stone Creamery will
donate a certain percentage back to the group (see next page for donation chart).
# of churches # of groups to Possible sales from Donation to

Visited commit fundraiser church group
5 2 $2,000 $600
10 5 5,000 1,500
15 9 9,000 2,700
Just think… if you had 10 groups from area places of worship book a night at your store each
month, you could potentially bring in approximately $10,000 a month! Or $120,000 a year!
Here is a sample of how much to donate back to the organization:

$500 – 15%
$500 - $700 – 20%
$700 - $1,000 – 30%
Over $1,000 – 35%
Who To Visit
Drop by the place of worship office and speak with the person at the front desk. While you’re
there, be sure to bring a sample of ice cream.
Buyer Motivation
This is one of the easiest fundraisers around. In one night, organizations have the potential to
make hundreds if not thousands of dollars. The best part is that they can book one night a
month if they want.
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All they have to do is spread the word about the night.

• “Hi! This is _________________ from Cold Stone Creamery”.
• “We have a simple fundraising program that we would like to present to you.
Organizations within your place of worship could potentially make hundreds if not
thousands of dollars in one night. Would it be possible for me to present the program
at your next meeting or get fundraising flyers to those individuals in charge of
fundraising?”
• If they say yes, then be sure to find out how many people will be attending the
meeting so you can bring a sample creation for each person.
• At the meeting, hand out ice cream and let them know how the program works. Show
them a template so they can see how easy it is to promote the event and make a good
sum of money for their group.
Church/Temple Bulletin
When you are coordinating this evening with the organization, ask if it would be possible to put
a mention in the bulletin to help spread the word about the fundraising night. This will allow you
to tell the entire place of worship about it.
Charities Responsibility
• Make copies of the flyer and begin handing out at least two weeks prior to event
• Promote the fundraiser through the organization’s bulletin, e-mails, community
newspapers, passing out flyers, and posting at local office buildings
• It is important that they promote their event, we don’t want to be giving them a % of
sales just from our regular customer base
• One member from the group should work with the kids on the night of the event
behind the stone – you don’t want to many, because you want to be able to move your
line. (Make sure they know at least two songs to sing with your crew)
One week prior to the fundraiser

• Call the group to check on numbers and how they are promoting the event. Get a feel
for how you will staff it.
Night of the Event

• Have your best kids behind the stone! You are introducing Cold Stone Creamery to a
whole new group of people and you want them to have a wonderful experience.
• Ask you guest scooper to show up 30 minutes prior to the fundraiser and go over
scooping – don’t have them make any specialty items.
• Let you kids keep their tips during the fundraiser
Ringing The Event

• Sign in on the POS system as a cashier
• Hit the Fundraiser button, then ring the transaction as normal
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• Close out the transaction as normal
• At the end of the Fundraiser, type in the amount of money to be donated to the
organization (i.e. if you have arranged to give the group 30% of the revenue generated
for that evening and the group accounted for $1000.00 in sales then you would type in
$300.00)
• Hit the Fundraiser Coupon button and a negative amount will show in the screen (in
the example above it would display -$300.00)
• Hit the Subtotal Button
• Hit the Cash Button
• This will back the charitable amount out of the Fundraiser “bucket” in POS and move
it into the Fundraiser Coupon “bucket”, thereby giving you a record of donations
while subtracting from sales that will be used for royalty calculations.
Follow-up
• Have them come back to the store and pick up their check or pay them the night of
the fundraiser
• Call and see if everyone enjoyed themselves and thank them for having their event
with us!
• Let them know that they can book a night each month if they’d like.
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Teacher Appreciation Week, a nationally recognized week, is May 1 – 7. What a great time for us
to recognize area educators and to get to know this significant group.
Snapshot of Program
This idea is one that will take you out of the store. Since Teacher Appreciation Week is May 1 –
7, is gives you five days to visit area schools and show how much Cold Stone appreciates area
educators.
Visit area schools with the Teacher Appreciation flyer and a Free Creation Card attached to it.
At the same time, sample an ice cream flavor to the front office of the school.

This program is one of goodwill. But it serves a number of long-term purposes:
1) When you are visiting the school’s front office, take at least 10 samples of the new Red
Plan flavor and share it with the front office. If you visit at least 15 schools that week,
you will have had a chance to share the new flavor with at least 150 potential customers.
2) By giving a Free Creation Card to area educators you are:
• Making them aware of Cold Stone Creamery
• Touching them on an emotional level by giving them something and not expecting
anything in return
• If you don’t have a relationship with this group, it will allow you to start one. It
only gets better from there. They will begin to think of you for parties, cakes,
fundraisers, etc.
Who To Visit
Visit at least 5 elementary schools, 5 middle schools and 5 high schools.
Depending on the size of your market, you’ll want to have at least 50 flyers per school (some will
need more and some will need less).
Additional Sales Notes

While visiting school offices, here are a few more things to consider:
1) This would be a great opportunity to talk with the front office people about setting up
something for graduation. Maybe they need cakes for upcoming senior parties.
2) Bring flyers for the Bookmark Program which could go in an upcoming school
newsletter or coupons for the report cards.
3) Solicit information on summer events, camps or any other events that may be happening
at the school during the summer.
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In honor of “Teacher Appreciation Week”, we want to say thank you
for your dedication and passion. You mean a lot to us!
Kindest Regards,
The Cold Stone Creamery Team

(stamp of store address here)

Kindest Regards,


Kindest Regards,

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9. M o t h e r ’ s D a y L S M
Make Mom’s Day Memorable
Mother’s Day is in May so you’ll need to set up programs by mid-April to get a jump-start on
this holiday. On Mother’s Day, many families across the country go out for brunch or dinner,
and then maybe to a movie or shopping – whatever Mom wants to do. Cold Stone Creamery
should be apart of the tradition!
Program #1: Get Media Exposure for Mother’s Day

Sue Forester, LSM Coach for the San Diego market, wrote in to tell us about their Mother’s Day
promotion.
“Last year, the San Diego Coop offered FREE ice cream creations to moms on Mother’s Day.
Media Alerts were sent out to gain coverage on the event.
Charley Willis from the Albuquerque market reported that Mother's Day was phenomenal not
only in cakes but ice cream sales as well. They gave mothers a free Love It on Mother’s Day.
This year, they will change the program slightly and give Moms a Free Love It with the purchase
of a Love It.
Program #2: A Sweet In-Store Promotion

Here’s a promotional idea for current customers.
Have kid-customers write, “Why Your Mom is So Sweet”. Have them submit a note about Mom
(25 words or less) and post it on a board in-store from April 27 through May 8. Choose five
winners and award the child a FREE cake to share with their family on Mother’s Day. (Thanks to
Mindee Doney, LSM Coach for Portland, for giving us this idea).
Expected Results
Here’s how to make this promotion really work for you. Contact your community newspaper,
tell them about the program and see if they will run a small article telling their readers about it. It
would be great if they could publish the five winning notes from kids along with a photo of the
winners.
Program #3: Bank Stuffer Program To Boost Sales

This program is targeted to individuals who can be reached through their bank. Mother’s Day is
a great time to reach people who live in your trade area and let them know about Cold Stone
Creamery. Work with a local bank (start with one branch only) to send a Buy One Get One
offer in each customer’s monthly statement. A bank usually has 1,500 to 10,000 customers per
branch which includes both retail and commercial clients. Just think…all those people live or
work in your trade area!

If you work with one branch near your store and they agree to send out 5,000 coupons to their
customers, you can expect a 1 to 3% return (that’s 50 to 150 coupons). If the offer is a Buy One
Get One, than customers have to spend at least $6.00 to get a free creation. With 50 coupons
redeemed at $6.00 that’s $300 to the topline. A 3% return would give you approximately $900 to
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the topline. And think of the residuals. The coupon is designed to get them to come in once, but
great customer service and amazing product will get them to back again and again.
Selling Tips
Start with a bank in which you have a relationship – how about the branch in which you bank
each day?
- It’s always best to go in person so bring a few ice cream samples and ask for the branch
manager.
- Ask if they would be willing to insert a coupon in each customer’s statement the next
time they have statements assembled. You may find it necessary to offer a free cake or a
number of Creations in exchange.
- Be sure to verify the number of coupons, along with the size required, and the date they
must be delivered.
- Follow up with a thank you note.
- If it was a success, ask the branch manager if you could repeat this program for Father’s
Day.
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10. Hit & Run Product Drops
In short, a Hit ‘n’ Run is a series of quick product drops. This program takes our brand outside
of the stores, much like a newspaper ad or a radio promotion. Only this advertising vehicle is
OUR EMPLOYEES! Crew members from every Creamery across the country will serve as
ambassadors of the Cold Stone Creamery brand, by reaching out to our communities with free
samples of our fantastic Creations. A "Hit 'n' Run” is essentially a product drop of 30 Creation
samples to a location within a specified trade area of a store. Armed with a rolling cooler, ice
cream, and a flyer, crew members will venture out into the community every afternoon with free
samples of ice cream to various locations. The location could be a media outlet or an influential
business. It could also be a high traffic area such as a park, a busy intersection or a long line at a
bank. We're going to provide each store with the tools necessary to conduct these "Hit 'n' Run"
product drops in an quick, efficient manner that will result in higher traffic volumes in your
stores.
"Hit List” - A list comprised of community influencers and busy places within trade areas of
each store. Community influencers could be media outlets and influential businesses. "Busy
places" would be busy intersections, parks, or long lines at a bank. Once developed, you will
attach dates to each location and will carry out "Hit 'n' Run" product drops throughout the Taste
of Cold Stone promotion.
Hit 'n' Run How-To
Step 1 - Develop Hit List of your trade area:
Review the shells of location categories we have provided at the end of this package. Explore
the places where people are clustered within a 3-mile radius of your store. Where were your
customers before they came in for ice cream? Where do they go afterwards? If we haven't
thought of a category that belongs on the list, please add it and begin to fill in locations.
Once your lists are complete, assign dates to each location with a goal to hit a "busy place" every
day, and an "influencer" once a week (media or an influential business in your trade area).
Before approaching a business or media outlet do the following:
a. Call the business to get their cross streets and business hours.
b. Let the business know that you are bringing them free ice cream samples. For
example, “Hi, this is John from Cold Stone Creamery. Since every day is a great day
for ice cream, I am going to bring you free ice cream today around 2:00 PM. See you
then!”
c. When you arrive at the business, stop at the front desk and introduce yourself. “Hi,
I’m John from Cold Stone Creamery. As promised, I have free ice cream Creations
for your team.”
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d. Tell them about the Creation. For example, “Today we are featuring our Founder’s
Favorite. It’s our Sweet Cream Ice Cream made with brownies, fudge, caramel and
pecans.”
e. Pass out the Creations and a flyer or put them in their freezers and the flyers in their
break room.
f. Tell everyone to stop by and see us for more fabulous Creations.
Step 2 - Load up the cooler, coupons, flyers and roll:
During a non-peak time period, pack the cooler and venture out to the designated drop location
of the day.
IMPORTANT: A flyer must accompany ice cream samples, because it will list Creations
and ingredients, alerting people of potential allergens. Those who choose to distribute the
coupon will hand it out as well.
What to say: You will undoubtedly be the most popular person on the street corner, parking lot
or wherever you end up. Let people know you're giving out samples of Cold Stone Creamery's
new ice cream Creations.
• Tell them what flavor you have.

• Tell them where you're located and invite them to come for a visit.
We're confident that these quick product drops will bring people back to your stores, asking for
more.
BUT….
WHAT DO I DO IF I get to a business to drop off free ice cream Creations and the business
isn’t allowed to accept any free product? Here’s what we suggest:
First and foremost be understanding. You might say,
• “I’m so sorry that you can’t accept free ice cream, I understand. May I leave you with
these flyers that describe some of the wonderful Creations we offer at our Cold Stone
Creamery? Please let your team know that each week from April 8 through June 30, we
are offering free mini tastes of ice cream Creations at our store. Please stop by and get a
free Taste of Cold Stone. Our store location is on the flyer.
• To whet their appetite, describe what the in-store featured sample is, for example,
“Today we are sampling our Founder’s Favorite. It starts with our Sweet Cream Ice
Cream, freshly made brownies, caramel, fudge and pecans.”
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So now what to do with the samples:
• Try another business on your list, or find a busy place and

share the ice cream…you will have no problem giving out
free ice cream.
How to use the rolling cooler
To take your Creations on the road, a.k.a. Hit ‘n’ Run, included in this package is your very own
rolling cooler with the Cold Stone Creamery logo proudly displayed on the outside of the cooler.
How cool is that? This cooler will be used for many promotions in the future, so take good care
of it.
Preparing the cooler for use:
1. Wash with mild soap and warm water to clean the cooler inside and out. Towel dry
completely.
2. Pre-chill the cooler.
• Unzip and open the top of the cooler to expose the inside.
• Place the cooler in the walk-in refrigerator. It will take
approximately 20 to 30 minutes to properly chill the
cooler.
EXTREMELY IMPORTANT: Don’t put the cooler in the walk-in freezer or the blast! Freezing
the cooler will crack the cooler and render it unusable. Never use dry ice. The extreme cold of the
dry ice will damage the cooler.
3. Line the cooler with either “reusable ice packs” or small cubed ice.
Unzip the transparent cooler liner and place the ice on the bottom
and or sides of the cooler. Do not over use ice. A moderate amount of ice goes a long way.
Don’t use up valuable cooler space that could be used for your yummy Creations. These
coolers are very good at maintaining the temperature of items placed inside for at least 2 ½
to 3 hours! For very short trips, e.g., one hour or less, you can transport the Creations
without ice, but you must pre-chill the cooler.
1. When you bring the cooler back to the store, empty the ice or reusable ice
packs. Clean and dry the cooler. Fold up the cooler and place the cooler in
storage until needed for the next Hit ‘n’ Run.
Preparing the Hit ‘n’ Run sample Creations
1. Use a marking pen to neatly write the name of the Creation on the labels
provided.
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2. Place the labels on a small cup lid (6-ounce). Be sure you have enough lids in stock. If not,
order from Sygma.
3. Roll the pre-chilled cooler to the stone.
4. Using the same recipes as the in-store samples, prepare two ultimate buckets of product, one
bucket at a time. Each ultimate bucket will yield approximately 15, 3-ounce portions.
5. Using a blue disher (Kids size scoop), place a slightly rounded scoop (3
ounces) into a small cup (6 ounce cup).
Note: It will take approximately 15 minutes to complete this process

from start to finish (i.e., 30 sample portions) if you are organized. It is
important that you prepare Creations quickly to prevent the samples from
melting.
6. Place a labeled lid on the cup
a. Place the freshly made cup immediately into the cooler before scooping the next
sample cup. Do not leave the cups on the counter, as they will start to melt.
b. Place the samples in the cooler stacking them in neat columns.
7. Always transport a full cooler (30 portions) as it will keep the ice cream colder longer. If you
are transporting less than a full cooler use the collapsible feature of the cooler to eliminate
warmer air space.
8. Zip the cooler closed and use the telescoping handle feature and/or straps to conveniently
transport the samples.
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12. Television Opportunities
Who:
A franchisee with marketing savvy who is willing and able to lead the venture, a local Co-op
willing to fund and support the initiative, and a local television network affiliate open to co-
sponsoring a Birthday Club. Developing a relationship between the Co-op and the network
affiliate must be a top priority.
What:
Developing a business relationship with a local television network affiliate
When:
3 to 6 month timeframe to implement
Why:
For the franchisee: To increase foot traffic, increase frequency of purchase, expand customer
base and to increase profitability.
For the Co-Op: To invest in a marketing tool that has a direct ROI.
Proven Results:
As a result of this relationship, sales for the 14 stores in the Las Vegas Co-OP increased 4% over
prior year with an average incremental net profit increase of $25,000 per store– with an AUV
higher than the national average.
Costs:
The direct cost to the Las Vegas Co-Op is $60,000 per year paid to Channel 3 for running the
program through their marketing group (approximately $4285 per store). The additional cost is
the time and labor needed to maintain and grow the relationship with Channel 3.
Where:
Las Vegas Co-op
14 stores
Leo Kauranen
480-362-4917
37
How:
Timeline
Theresa Gulbranson, owner of two stores in Las Vegas, together with the members of the local
Co-op, developed a mutually profitably business relationship with the local NBC television
network affiliate, KVBC-TV. The relationship began with the Las Vegas Co-Op co-sponsoring
The Channel 3 NBC Birthday Club in early 2004, well before Cold Stone Creamery’s national
Birthday Club. The Las Vegas Birthday Club is now running parallel with the new national web-
based program.
The Channel 3 NBC Birthday Club was the “door opener” for establishing a relationship between
the Las Vegas Co-Op and Channel 3. This program was a way for Cold Stone to cost effectively
leverage the power of a mass medium as a marketing tool.
Channel 3 Birthday Club

KVBC TV
(NBC) Affiliate - Channel 3 1500 Foremaster Lane
Las Vegas, NV 89101 702-642-3333
http://www.e-reply.net/EReply/kvbc/birthdays/
“Join in the Fun! Sign up for the Channel 3 Birthday Club. You'll receive a free birthday gift from Cold Stone
Creamery. Plus, watch for birthday announcements on News 3 at Sunrise. You may see your name!”
The Birthday Club-TV program is designed to make customers aware of Cold Stone’s presence
in the community, and to bring customer into our stores. It directs viewers to register for the
Birthday Club at their local Cold Stone store to receive a free birthday card from the station and
free ice cream on their birthday.
The goal of Channel 3 was to regain the #1 position for the local NBC affiliate for the morning
news. The effect of airing a 30-second TV spot on The Channel 3 NBC Birthday Club just prior to
airing The Today Show was to allow Channel 3 to realize their goal of becoming the #1 market
leader in news. This happened because the Channel 3 NBC Birthday Club was co-sponsored with
Cold Stone Creamery, a highly-recognizable premium national brand for ice cream. The
customer has now “signed up” and personalized their relationship with the station by joining the
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Birthday Club. That commitment is reinforced when they receive free ice cream and the birthday
card.
Channel 3 runs 30-second spots five days a week prior to airing The Today Show and on Saturday
and Sunday mornings. The following table shows how the spots are aired:
Type of spot Spot runtimes

Duration of spot
30 seconds How to join the Birthday Club 5 day/week, random
30 seconds Lists names of birthday 7 days/week, before Today
members Show
15 seconds CSC monthly promotion 5-7 days/week, random
15 seconds CSC level-2 promotion As needed, random (exclusion:
will not run during sweep
times)
The spots feature the names of 20 to 30 registrants for The Channel 3 NBC Birthday Club whose
birthdays fall on that day. The spots also urge viewers go to their local Cold Stone Creamery
store to register for the Birthday Club. Signing up for the Channel 3 NBC Birthday Club is easy to
do on site in the store. This Birthday Club is seen on TV and is reinforced through the media,
CSC outside events, and direct mail promotions through the station. This promotion is not
linked to the Cold Stone national birthday club. In return, the registrant will receive a card from
Channel 3 and a free petite birthday cake from Cold Stone Creamery. The spots include a visual
of both Cold Stone and Channel 3’s logo.
b-day cold
stone_medium.wmv
Channel 3’s marketing group purchases and distributes the birthday cards using The Channel 3
NBC Birthday Club database. Channel 3 allows Cold Stone to use this database for other
marketing purposes such as direct mail campaigns by Channel 3 during sweeps (February, May,
July, November). In addition, Cold Stone is currently working on leveraging the Creamery’s
viral marketing campaign to include the Channel 3 database. The initiative took 6 months to
plan and has been operational for one year.
There are also two 15-second spots aired randomly throughout the day. One spot urges viewers
to register for the Birthday Club at their local Cold Stone Store. The content of the other 15-
second spot is Cold Stone’s own. The co-op develops scripting for these spots and they change
to suit market conditions or promotions.
This partnership has created an exciting calendar of joint events with Channel 3 and Cold Stone
for the entire year because of the success of the relationship started by co-sponsoring The
Channel 3 NBC Birthday Club. Other exciting joint activities include many in-store live remotes
and Channel 3’s willingness to broadcast the Make-A-Wish fundraiser and other market-wide
39
events as news stories rather than public service announcements. They also provide “Celebrities
Behind the Stone,” usually newscasters and business personalities for fundraisers. The following
is a promotion for To-Go:
b-day to go_large.wmv
club_medium.wmv
Customer Demographic
As shown below the majority of this television network’s audience is between 18 and 49 years
old. Almost 30% of the audience has a Bachelor’s Degree. The real demographic variable that
contributed to this initiative’s success in Las Vegas was high disposable income in a densely
populated area. This information can be received directly from the television sales and
advertising team; most networks also make this information available on their website:
Audience
Demo Composition Index
P18-49 68.5% 119
HHI $100k+ 26.2% 138
Bachelor Degree* 29.3% 166
Source: comScore MediaMetrix, January 2005-December 2005
*Nielsen NetRatings, January 2005-December 2005
FRANCHISEE ACTION PLAN
THE FOLLOWING IS A LIST OF TASKS TO BE COMPLETED THAT YOU CAN SUCCESSFULLY

LAUNCH A CO-SPONSORSHIP OF A BIRTHDAY CLUB WITH A LOCAL TELEVISION NETWORK
AFFILIATE.
Meet as Co-op and select a member franchisee to act as leader for the initiative. This
person should be willing to work initially a minimum of 10 hours per week. This should
go down to 5 hours per week after the program is up and running.
The leader researches all television affiliates in the trade area.
The leader contacts and meets with the general managers of local television major
network affiliates. It is best to as for a director and if necessary, be delegated down to the
general sales manager or creative director. Do not approach a cable channel because of
40
its limited market reach. Cold Stone Creamery is a national brand; therefore general
managers should be open to a meeting.
At the meeting explain that Cold Stone Creamery’s national headquarters prohibits local
franchisees from purchasing television time for product commercials, but local
franchises have co-sponsored programs with local network affiliates designed to increase
viewership for the television stations. Channel 3 NBC Las Vegas is willing to serve as a
reference, but only through Theresa Gulbranson.
If there is an interest, introduce the mechanics of the “Birthday Club” program as an

opener. It has the advantage of reaching an adult audience with a personal touch from
the network affiliate.
Negotiate terms and price. Negotiate for the 30-second spot to appear before the major
morning news show (e.g. Good Morning America) and at least two 15-second spots aired
randomly throughout the day. The content of one spot should be “how to register for
the Birthday Club”; the other should be a commercial spot with Cold Stone Creamery’s
latest promotion (e.g. “Friends Don’t Let Friends Buy Grocery Store Ice Cream”.) Agree to
write the content for this spot and supply the creative content and graphics from Cold
Stone Creamery’s national campaigns. This must be approved by the Area
Developer before airing.
Negotiate to jointly own the database. The database if a valuable instrument to secure
future business.
Negotiate that the station’s field reps take on the responsibility of ensuring that the
stores are properly displaying the Birthday Club supplies, are fully stocked with supplies,
and are properly sending in to the station the completed Birthday Club registration
forms. This should be done quarterly.
The network affiliate’s marketing group should take on the responsibility of procuring
and distributing the birthday cards. Cold Stone retains all creative content for Cold
Stone’s section of the birthday card.
Negotiate for the station to do on-location shooting of your store(s). This is great
advertising and low-cost for the station.
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Negotiate exclusivity for the relationship (i.e. no other companies co-sponsoring the
initiative.) However, it may be necessary to include another co-sponsoring company
because of budget constraints. If so, make sure that the co-sponsor is an appropriate
company (i.e. not a competitor or sponsor in bad taste). The network affiliate should be
sensitive to both of these issues. The right co-sponsor can also be a great way to cross-
sell Cold Stone Creamery, so it is not always a negative to have a co-sponsor.
Meet with network affiliate’s marketing group to work out collaborative marketing plan
for the year. They must run a new program every month during the available daily 15-
second spot. Each new program must have an action item of value to the customer to
engage interest and drive new business to the stores. Examples are:
Oct ’05 – Dec ’05 - Cake tasting Fridays during the holidays
Oct ’05- Jan ’06 - “2 for Tuesdays” to meet competition.
March ’06 - $3 off a cake donated to the memorial fund of a fallen police officer
April ’06 - Promoting “Cold Stone at Home” including free t-shirts
May ’06 - “Buy a Cake for Mother’s Day and Get a Free ‘Mine’” promotion
June ’06 ‘ “Buy a Cake and Get a Free Shake”
The Las Vegas Co-Op planned the marketing campaign for ’06 as “The Year of the
Customer,” featuring offers to customers as a way to thanking our customer for their
past patronage and to encourage future patronage. They try to tie in the marketing
campaigns as closely as possible with Creamery initiatives.
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Increase Your
Cake Sales
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1. Valentine’s Day Cakes
You could make an additional $400 an evening by sampling in-store. One bite of our
Valentine’s Cakes will be enough to entice someone to take home a cake to their sweetheart!
Here are two programs that will help build your bottom line. The first is in-store sampling
followed by out-of-store sampling.
Snapshot of Program
Sometimes it’s a case of “they don’t know what they don’t know”. You may have loyal
customers that come in for a creation but they’ve never purchased a cake because they don’t
know how incredible they are. Here’s your chance to get them to purchase one for Valentine’s
Day.
On February 11 & 12
From 5 p.m. to close on February 11 & 12, sample cakes in-store to every customer. To
“sweeten the deal”; run an in-house offer of $3 off any Valentine’s Day cake.

If 15 people purchase a cake (when they hadn’t planned on it), you could potentially bring in an
additional $375 - $425 each night.
Buyer Motivation
Cold Stone Creamery cakes are great for office parties or for a special treat for the family. Since
they are frozen, they are easy to transport and who doesn’t LOVE ice cream!
Selling Tips/Key Phrases for your Team Members

Since team members are your frontline, here are some scripts to help train them on what to say.
“Hi, welcome to Cold Stone. Today is your lucky day we are sampling one of our Valentine
cakes _______________________ This cake is made with
____________________________”. (hand sample to customer)”.
Sampling Tips
Here are tips to help you with sampling in-store:
• Build and decorate a Medium Rectangle cake (1/4 sheet) as usual.
• Place in the Quarter Sheet packaging and store in the walk-in freezer until you are
ready to sample the cake. If you are sampling the cake outside of the store, place in
the blast freezer (for no less than 30 minutes and no longer than 60 minutes) prior to
transporting the cake.
• When you are ready to sample the cake, remove the cake from the packaging and place
on a level surface, use the scraper to score the cake in thirds lengthwise (slightly less
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than 2 ¾″ each).
• Using a scraper, score the cake in half widthwise and then score each half into 5 pieces
(4 lines) of equal size (slightly less than 1¼″ each). Or use the marks on the left edge
of this training card as your guide. Notice that the marks here indicate only 3 lines per
half. Adjust the guide accordingly to score the required 4 lines per half.
• Using a serrated knife, cut along the score marks one slice at a time.
• Hold a clean scraper next to the cake piece and use the knife to lay the slice on the
scraper. Gently slide the cake slice off the scraper into a “Gotta’ Have It” size cup.
Steps to Consider:
• If you will be sampling the cake immediately after cutting, place a spoon into the cup.
If you will be pre-packing the cake refer to Step 6.
• Fill a clean cookie sheet pan with the prepared “Gotta Have It” cake samples and
serve to the customers using a Entertainment Director.
• If preparing cakes ahead of time store the cut cake in its cake packaging and place it in
the walk-in freezer. Remove slices of the cake as needed.
Tools Needed:
Pre-made quarter sheet cake Serrated knife
Gloves Cookie sheet pan
Scraper “Gotta Have It” size cup
Serving spoons
Sampling Outside the Four Walls
February 1 -14:
People love things that are new and our NEW Grab & Go flavor will be no exception. Talk
about a flavor that will get people talking!
Snapshot of Program
Sample the new flavor between February 1 & 14 to help boost Valentine’s Day Cake sales.
To help you decide on where and who to sample to, here are our recommendations:
• Hair Salons – because the majority of people who go to the salon will live or work
nearby. And stylists can talk about the new flavor with their clients.
• Spas- Our core target audience can be found at local spas. Give samples to the spa
owner/director and therapists.
• Florists – Sample cake to florists. They may have a customer who is looking for
something (other than the standard box of chocolates) to accompany a bouquet of
flowers. What better than a Cold Stone Creamery cake!

The more people you visit, the better your chances of building sales. These are possible
results/expectations as a result of your time and efforts.
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Salons, Spas, Possible Sales @ $25
Florists Cakes Sold as each
Visited a Result
5 5 $125
10 10 $250
20 20 $500
Buyer Motivation
Cold Stone Creamery Valentines Cakes make an interesting gift/treat for co-workers, your
family, and a special friend.
Selling Tips/Key Phrases for your Team Members

When out sampling, here are some things to say to help promote your product.
• After you introduce yourself say, “Cold Stone Creamery has a new flavor that is the
most unique flavor you’ve ever tasted – it’s called Shock-A-Cone.”
• Give at least 5 – 10 samples when visiting spa, salons and florists.
• Ask if you could put at least 50 Valentine’s flyers at their front counter to let
customers know about Valentine’s Day cakes.
• Give everyone in the spa, salon or florist a coupon for $3 off their next cake.
Sampling Tips
Here are tips to help you with sampling in-store:
• Build and decorate a Medium Rectangle cake (1/4 sheet) as usual.
• Place in the Quarter Sheet packaging and store in the walk-in freezer until you are
ready to sample the cake. If you are sampling the cake outside of the store, place in
the blast freezer (for no less than 30 minutes and no longer than 60 minutes) prior to
transporting the cake.
• When you are ready to sample the cake, remove the cake from the packaging and place
on a level surface, use the scraper to score the cake in thirds lengthwise (slightly less
than 2 ¾″ each).
• Using a scraper, score the cake in half widthwise and then score each half into 5 pieces
(4 lines) of equal size (slightly less than 1¼″ each). Or use the marks on the left edge
of this training card as your guide. Notice that the marks here indicate only 3 lines per
half. Adjust the guide accordingly to score the required 4 lines per half.
• Using a serrated knife, cut along the score marks one slice at a time.
• Hold a clean scraper next to the cake piece and use the knife to lay the slice on the
scraper. Gently slide the cake slice off the scraper into a “Gotta Have It” size cup.
Steps to Consider:
• If you will be sampling the cake immediately after cutting, place a spoon into the cup.
If you will be pre-packing the cake refer to Step 6.
• Fill a clean cookie sheet pan with the prepared “Gotta Have It” cake samples and
serve to the customers using a Entertainment Director.
• If preparing cakes ahead of time store the cut cake in its cake packaging and place it in
46
the walk-in freezer. Remove slices of the cake as needed.
Tools Needed:
Pre-made quarter sheet cake Serrated knife
Gloves Cookie sheet pan
Scraper “Gotta Have It” size cup
Serving spoons
Materials Needed:
The following customizable creative materials are available on the intranet under Creative
Templates:
• Ads
• B/W Sample
• Invitation to Cake Sampling that takes place on February 11 & 12 in-store
• $3 off coupons to hand out to hair stylists, spas, and florists
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2. Sampling
Who:
Every single franchisee at Cold Stone Creamery.
What:
Many franchisees consider finding time for marketing as one of the biggest issues as a franchisee.
Sampling cakes on the busiest nights is one of the easiest ways to create awareness and increase
sales- and franchisees don’t have to leave their four walls!
Why:
Almost half of our customers still do not know that Cold Stone Creamery sells cakes. The main
goal of consistent sampling every week is to draw attention to Cold Stone Creamery Signature
Cakes. With the launch of shakes and smoothies, sampling will be key to advertising this
product as well. Additionally, sampling:
¾ Portrays a kid-friendly environment to attract new youth and adult customers

¾ Generates PR exposure
¾ Increases trial and frequency with new flavors, smoothies, shakes and cakes
¾ Generates additional Birthday Club registrations
¾ Generates awareness of themed cake offerings
¾ Your 1% can be used!
Proven Results:
¾ Stacy Koelfgen, Denver CO:
Stacy gives out slices of Cookies ‘n Creamery on the weekends because it is a middle of
the road taste profile. As they come in the door, the customer is handed a slice of
cake. After they eat it, someone approaches them with a cake brochure and asks if
they would like a $3 off cake bounce back or a Free Love It Creation with the
purchase of a cake (most people want the free creation offer). In 2 weeks, she passed
out 200 coupons (50 per weekend night) and received 28 back (21 out of the 28 were
Free Creation) that is 28 CAKES x $25 = $700.
¾ Angie Still, Branson and Springfield MO

Angie started cake tasting on Fridays. She sampled cakes starting at 5pm and
went through the night. She took small pieces (two or three bites) pre-cut and put
them in like-it bowls w/ lids, so we could just pull them out of the freezer and
passed them out to people as they were waiting in line. She went through 1 to 1 1/2
medium sheet cakes each week. She also had $3 off coupons printed and gave the
coupons out to every customer, every day. Additionally, she implemented a contest for
the crew- whoever had the most coupons redeemed at the end of the month wins
something (movie tickets, restaurant meal, whatever). That helped to motivate
them to pass out the coupons. Angie also has a crew member (college intern) that
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goes out into the community every Friday afternoon and drops cakes (along with a
folder with all of the cake information in it) to local businesses. The intern samples
6-8 cakes each Friday.
Results: Angie’s weekly cake sales have increased by more than $100 from the time
they started. Last year’s August cakes sales were up by over $700 from July, and
they expect to just keep seeing those numbers continue to go up!
¾ Scott Gilman, Chesapeake, VA

By sampling, Scott saw an increase of 60 percent over last year’s cake sales. Scott has
a Cake Marketing Manager and he believes cake sampling is very successful. Kelly
Hartwig recommended the entire region to sample every Friday and Saturday night
from 6:30-8:00pm. They use medium rectangle cakes and sample different signature
cakes each week.
When:
Every Thursday, Friday and Saturday night
Leo Kauranen
480-362-4917
How:
¾ Set up a table next to the cake display to sample cakes. Have order forms, cake
brochures and coupons available to hand out to every customer. (This can be modified
to sample smoothies and shakes after the rollout).
¾ Attach four helium balloons to the table (www.partypop.com). This is a great marketing
strategy to draw attention to what you are selling.
¾ Sample any cakes about to expire or cut up a medium rectangle cake and place bite sized
samples in Love It cups. Hand out to every customer as they walk in and suggestively
sell (e.g. Birthday Club, promotions, Mother’s Day Cake etc.)
¾ Remind every customer what major holiday is approaching. Encourage customers to
pre-order their cakes so they are guaranteed a Cold Stone Creamery cake for the holiday.
Incentivize them with a coupon to purchase that day.
¾ Promote the Birthday Club to all customers. Distribute Birthday Club cards to every
customer. The artwork is available on: Creamery Connection/Store
Operations/Marketing/National Marketing/Birthday Club.
Marketing Plan
¾ Promote crew participation. Encourage them to invite their families and friends.
¾ Distribute information on in-store tours and birthday parties. Please contact your Area
Developer or Leo Kauranen for more information on tours and parties.
¾ Distribute fundraising information for sports teams, church groups, and organizations.
This can include cake pre-sale fundraising as well as in-store fundraising opportunities.
Fundraising kits can be found at Gold Graphics on the Creamery Connection. Please
49
contact Amy Tremper, Leo Kauranen or your Area Developer if you need more
information regarding fundraisers.
¾ Feature kids’ activities and entertainment (e.g. clowns, balloons, magicians, kids karaoke,
face painting, removable tattoos, stickers).
¾ Create an in-store enter-to-win contest awarding a Cold Stone Creamery Birthday Party
to the winner.
Related Information
Sam’s Club, Costco and Trader Joe’s have sampled products for years. Read the following
article from the Seattle Times:
“Samples = Sales Surge”

Food purveyors have learned that point-of-sale sampling is a cost-effective way to introduce new
products, educate consumers and generally add to the pleasure of the overall shopping
experience. Demos reach the buyer directly and can generate a considerable bump in sales.
"The fragmented media market makes it harder to reach people via traditional outlets, so one
place vendors can get direct access to the consumer is through demos," says Brent Ellis, CFO of
Warehouse Demo Services (WDS), one of two companies nationwide that provide
demonstrators exclusively to Costco.
"With in-store sampling, the effect on sales is immediate and easier to measure than the effect of
an ad," says Brian Clearman of New Concepts in Marketing, a North Carolina-based company
that handles product demos for QFC stores.
Much of a demo's success can depend on the demonstrator. "People are all of our assets, and
our success depends on our ability to attract and keep the right kind of person," says Ellis. They
need stamina to work the six-hour shifts, a lively personality and considerable people skills, but
they don't need to learn much more than basic knowledge about a product and don't have to
deal with money or learn the till. "Demonstration businesses have long attracted a
nontraditional work force homemakers, students, retirees interested in part-time work, short
hours and flexible schedules," Clearman says.
"Sampling, along with an instantly redeemable coupon, is the best way to get people to
try new things," he says. "Regular coupons typically have a response rate of 2 percent or less.
In a face-to-face demo, when you can hand the customer an instantly redeemable coupon, the
response rate jumps to 10 to 15 percent. You just get more bang for the buck."2
2
Mmm ... samples!; Customers love the free food, and retailers get their own taste of success by offering in-
store demos, The Seattle Times, January 11, 2006 Wednesday, Fourth Edition, ROP ZONE; Food; Pg.
C1, 1080 words, Providence Cicero, Special to The Seattle Times
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3. Thanksgiving Pie Sales
OBJECTIVE
Awareness, Community Goodwill, Generate Traffic, Increase Sales, Stimulate Trial
TARGET
Charity, Schools, Clubs and Churches in your trade area
PROGRAM DESCRIPTION
You don’t want to have too many organizations pre-selling cakes. This is an EASY opportunity
for an organization to pass out flyers with their name on it to all of their friends and family.
People bring in the flyer and at the end of the promotion, Cold Stone will make a donation for
every pumpkin pie and signature cake sold with a flyer.
This is an awesome awareness program. If someone has the opportunity to pick up a holiday
cake or pumpkin pie that makes a donation to their charity, it’s a higher probability they will get
a Cold Stone cake than go somewhere else.
Cold Stone to keep every flyer brought in and staple the receipt to the flyer. Put an envelope in
the back with each individual charity you are working with. Every time a customer purchases a
pumpkin pie and or Signature Cake, staple the receipt to the back and put in the charities
envelope. At the end of the promotion, count up how many pumpkin pies and signature cakes
were sold. Send the donation and thank you note to the charity.
This fundraiser should run for 5 weeks. 1 week to distribute the flyers to the organization, 4
weeks for distribution and redemption.
Work with charity to pre-sale to the public our pumpkin pies and or our top 4 signature and
holiday cakes. You can choose to do just pumpkin pies (easier for the sellers).
Top 4 Signature Cakes: Midnight Delight, Strawberry Passion, Mmmmmmint Chip, Cookies and
Creamery
Thanksgiving: 2 Pumpkin Cakes,
Holiday: 2 Candy Cane Cakes
Cold Stone to make a donation back to the charity for every pumpkin pie and or / signature
cake sold. Sellers will take orders, collect checks and turn back to Cold Stone. Choose the
donation ($3 for every pumpkin pie and $5 for every signature cake) that will not only excite the
organization, but that will also cover your food cost.
The promotion should run for 6 weeks. A 4 week selling period, 1 week collection and
preparation for Cold Stone and 1 week pick-up period. Decide on a prize for top sellers or
classroom (ice cream social for class or ice cream social at Cold Stone for top sellers’ 10 closest
friends)
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TIMELINE: THANKSGIVING
Now – October 8: Meet with schools and churches in your trade area to set up
fundraiser, display counter talker
Week of Oct. 11: Deliver all materials to organization to hand out to sellers
Explain program, timelines and expectations to sellers
Put together selling packets
Selling Packets should include:
√ Envelope
√ Order Form taped to one side
√ Picture of Pumpkin Pie and or Signature Cakes on
other side
√ 20 vouchers for each seller
Pick a point person with the charity to collect money from sellers,
match order forms with left over vouchers and return to Cold
Stone
Vouchers left over in each sellers envelope must match the order
form (you don’t want vouchers out there without an order)
Oct. 18-Nov. 11: Pre-sale pumpkin pies and or signature cakes + pumpkin cakes
Hand out vouchers to customers
Nov. 12: Sellers to turn in orders and money to charities point person and
turn into Cold Stone
Nov. 15– 19: Cold Stone to prepare for customer pick up
Nov. 22-24: Customers to pick up the Ultimate pumpkin pie and or signature
cake + pumpkin cakes (remember, this could be their first
experience at Cold Stone, make it memorable)
Week of Nov. 29: Cold Stone to send a check and thank you note to the charity
(key to a loyal customer base)
Evaluate results: Same Store Sales
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FUNDRAISING RECAP
Type of Fundraiser
How we participated
How did this event help us +/- Prior year Sales +/- Cake Sales
achieve our goals?
Opportunities for next

year
Sufficient Sysco/Sygma
order?
Sufficient Staff?
Missed Opportunities:
1.
2.
3.
Additional Comments:
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4. Pre-Sale Fundraiser
Pre-Sale Fundraiser To Help Build Top line Sales All Year!
Snapshot of Program
So that you have the opportunity to build sales and give back to local schools and organizations
all year long, the pre-sell fundraising program has been revised.
In case you aren’t familiar with the program it’s as simple as this:
The organization will pre-sell cakes to friends, neighbors, and families during a 3 week period. In
return, the organization will receive money ($3 - $5, it’s your choice) for every cake sold.
Organizations # Cakes Sold per Profit after Org. keeps $5 Money in pocket
Signed Up Organization Labor for every after Royalty Fees
($14.98) cake sold
1 80 $1,198.40 $400.00 $690.54
5 400 $5,992.00 $2,000.00 $3,452.72
10 800 $11,984.00 $4,000.00 $6,905.44
Just think of the sales possibilities if you had pre-sale fundraisers happening all year
long. By signing up 10 groups a year, you could easily add $500 a month to your bottom
line. It will depend on how aggressive the organizations pre-sell and how persistent you
are in getting the word out about this great fundraiser.
Who To Visit
If you spend just an hour each week contacting groups like elementary school PTA’s, places of
worship, and clubs like the Girl Scouts, you will be able to help them raise funds all while getting
in front of existing and potential customers!
Buyer Motivation
Just think of the possibilities for the organization. If they pre-sell 80 cakes and keep $5 for each
one sold, they could make $400.00 in a snap! Also, there are free incentives for those in the
organizations who sell the most!
Product(s)
8” inch round cakes
• Coffeehouse Crunch • Strawberry Passion
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• Cookies & Creamery • Midnight Delight
Sample Timeline
We wanted to give you an idea of the timeline – how long it will take to meet with groups and
then how long it will take them to pre-sell cakes. Additionally, we’ve included the length of time
you’ll need to make product and have people pick up cakes from your store.
1) Set up a meeting and give the organizations everything they’ll need. This will include:
• Sales Sheet and Order Form.
This will feature cakes on one side and an order form on the back. For example, say a
student is selling to a neighbor. They have the neighbor sign their name on the back of
the order form and choose which cake they want.
• Vouchers.
Right then and there, the person making the purchase writes a check or gives cash to
the student. In return, the student gives them a voucher with the date to pick up their
cake from Cold Stone.
• At this same meeting, designate a point person from the organization who will collect
money from sellers and makes sure that everything adds up. Then they deliver the
order forms to your store and a check for the entire order (less $3 or $5 per cake-
whatever amount you decided upon as the donation amount).
• The organization will need at least 3 – 4 weeks to pre-sell.
• You will need approximately 3 days to fulfill the orders.
• Those who purchased cakes will need a two –day window to pick up product at your
store.
• Once the fundraiser is complete, send a thank you note.

• “Hi – I’m here to give you information about Cold Stone Creamery’s Fundraiser
Package!”
• “It’s as easy as 1-2-3
1. Pre-sell Cold Stone cakes to friends, neighbors and business associates
2. Customers pick-up cakes from Cold Stone store
3. Then your organization receives $____ for every cake purchased! You have the
chance to raise hundreds, if not thousands, of dollars and it will only take
members of your organization a few hours to accomplish this.”
• To get a follow up appointment say: “I’d be delighted to review all the details with you
- when is there a convenient time that we can sit and chat more about Cold Stone
helping your organization?”
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How To Promote the Program:
We’ve created a flyer that explains the program. The flyer is designed to get schools, clubs, teams
and organizations excited about this easy fundraiser.
• Be sure to keep a stack in store so you (and your team) can give out the flyers to
customers.
• Hand out /send out the flyer to any school or organization that you’ve worked
with in the past. They may be in need of a new fundraiser and this is just what
they’ve been looking for.
• Give a small stack to employees who are in high school and ask them to hand
them out to at least 15 organizations in school who need to raise funds.
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5. June & July LSM
FOCUS FOR THE MONTH OF JUNE
• Fire Department
• Police
• Chamber of Commerce
• Department
• Follow up with Churches, Libraries, Community Centers
FIRE DEPARTMENT/POLICE DEPARTMENT

• Bring them a Cake and an Invitation to scoop for the evening of MAW
• Ask if they could bring a Fire Truck (some stations have old Fire trucks for display)
• The Police Department has Special Cars or McGruff from the Dare Program
CHAMBER OF COMMERCE
• Ask them to put a Cake flyer in their next newsletter going out
• Give them a Media Alert for FREE Ice Cream for Father’s Day if your going to
participate
FOLLOW UP WITH LAST MONTHS CHURCHES, LIBRARIES AND SCHOOLS

• Getting the information to them will build awareness for the fall and get things on the
calendar in September
• Anytime you give out any information packets always include a cake flyer (birthdays,
office parties, graduation parties, teacher/parent end of year party
FOCUS FOR THE MONTH OF JULY
• TV STATIONS
• RADIO STATIONS
• NEWSPAPER PUBLICATIONS
IT IS TIME FOR ICE CREAM & CAKE BLITZES!!!!!!!!

• Send local media the media alert that is posted on the intranet
• Make contact with all local media and set up a time to have an Ice Cream Cake Party
• Invite personalities to Ice Cream Social to join in the fun!!!
• Invite local radio station to set up a remote or have their van stop by the Ice Cream Social
57
10. Jewelry Stores
February is a SWEET time to build same store sales!
Increase your monthly top line sales by 5%! This sparkling cross promotion with jewelers
will allow you to sample and sell Valentine’s Cakes.
Snapshot of Program
The first two weeks of February are some of the busiest times for jewelry stores around the
country. By tapping into their customer base, you will be able to talk one-on-one with people
who live in your three-mile radius. Our goal is to sample cakes at the open house so they will
consider a Cold Stone Creamery cake for their sweetheart too!

• Look up every jewelry store that is located in your store’s trade area.
• Between January 26 and February 10, visit them and ask them if they are hosting an
open house for their customers. There is a good chance that they will have customers
in to look at jewelry for Valentine’s Day.
• If not, ask if you could sample Valentines cakes one night in-store to customers as a
special treat for their customer base.
• Also, ask if you could have the jewelry store hand out cake coupons to everyone who
comes in between January 26 and Feb. 13.

For example purposes, if 1 jewelry store allows you to sample cakes to at least 50 customers,
there is a good chance that 5 of the people will buy a cake - which equates to approximately
$125. If you do this cross promotion with 5 jewelry stores you will have the chance to sample
approximately 250 people which could bring in an extra $625 in sales.
Remember… the relationships built today will result in sales tomorrow!
Who To Visit
Stop by each jewelry store in person and introduce yourself.
Buyer Motivation
This is a simple way to create in-store excitement for the jewelry stores customers. We sample
the cakes - which is no hassle for the jewelry store.

Here’s a script when visiting jewelers.
• “Hi! My name is _________________ from Cold Stone Creamery located at
____________”.
58
• “I was wondering if your store was going to host a customer open house or an in-
store party to help boost sales for Valentine’s Day sales?”
• If they say yes, then be sure to find out how many people will be attending so you can
bring enough cakes so everyone attending the party gets at least one sample.
• If they say no, then you can share the idea with them. The jeweler could invite 50-100
key customers to come in one evening before Valentine’s Day to look at jewelry for
their sweetheart. As a special treat for the customers, we could sample Cold Stone
Creamery’s top-of-the-line Valentines cakes at the event.
Sampling Tips
Prior to the event, work with the jewelry store on a designated area for you to set up cake
samples and bounceback coupons. Slice the cake into small samples and talk about the cake
flavor and where your store is located.
Materials Needed
BAM KIT: Valentines Day Cake Flyer to give to the customers of your local jeweler.
59
11. How They Do It
Chapter I
Goals
The reason most people never reach their goals is that they don't define them, or ever
seriously consider them as believable or achievable. Winners can tell you where they are
going, what they plan to do along the way, and who will be sharing the adventure with
them.
-Denis Watley
As Keith Ellis points out in The Magic Lamp: Goal Setting for People Who Hate to Set Goals, failure to
accomplish our goals has nothing to do with self-worth- it is due to the fact that we focus on the
EFFECT rather than creating a CAUSE. We expect a change in our lives without setting in
motion the thing that will bring that change into being.
Achievement of goals requires an initial investment- “I'm going to work on my goals,” feels like
drudgery, but saying to yourself, “Today, I'm going to make my WISHES come true,” is more
likely to get you moving. Following this line of thinking, the L.A.M.P. process was developed to
ensure your goals become a reality:
L: LOCK-ON
"Locking on" is all about deciding what you want in life- and are you willing to pay the price to
have what you want? Setting goals for you and your crew are imperative to increase knowledge
and ultimately sales. For example, what do you want to accomplish with your cake sales? Do
you want to increase your sales by 50%? How are you going to do this?
Unfortunately, some people are much too limiting in their ideas about what they can accomplish.
Create a wish list; everything that you would want in life if you were absolutely certain that you
would get it. For example, set a huge but attainable goal for cakes sold or weekly cake sales.
Additionally, when you measure your progress, you stay on track, reach your target dates, and
experience the exhilaration of achievement that spurs you on to continued effort required to
reach your goal. To determine if your goal is measurable, ask questions such as: How much?
How many? How will I know when it is accomplished?
What do you want to do with your cake business? After you have developed a goal, create a
plan for achieving those desires. When you identify goals that are most important to you, you
begin to figure out ways you can make them come true. You develop the attitudes, abilities, skills,
and financial capacity to reach them. You begin seeing previously overlooked opportunities to
bring yourself closer to the achievement of your goals.
You can attain most any goal you set when you plan your steps wisely and establish a time frame
that allows you to carry out those steps. Goals that may have seemed far away and out of reach
eventually move closer and become attainable, not because your goals shrink, but because you
grow and expand to match them.
60
What small, specific, concrete steps would you have to take to make that wish a reality? What is
your deadline for accomplishing your goal? When will you have to complete each step to
successfully meet your deadline? And what limiting factors do you face that might hold you
back? What can you do to overcome these limiting factors? Finally, once you accomplish this
goal, what is your next wish? By answering this simple series of questions, you find yourself
with a well-laid plan for manifesting your dreams.
A: ACT
“A body in motion tends to remain in motion, and a body at rest tends to remain at rest.” Stated
in lay terms, if you will take one small step toward your goal each day, you will build up the
momentum needed to see it through. Taking that first is the hard part -- but it's that step that
helps you overcome inertia. Each step after that becomes easier and easier. Each time you pause
along the route to accomplishing your goal, you will have to overcome challenge of "getting
started" again, so by choosing the smallest, easiest action possible for that first step you can ease
back into it.
Of course, to really make progress toward your goals, you must build the right kinds of habits.
Mr. Ellis suggests that internal practice is the best way to start developing those habits. This is
more than just visualization- seeing pictures in your mind. You must feel, smell, hear, and taste
what it is like to already be practicing your new habit. You then translate that pre-memory of
your habit into a thirty-day commitment to practice your habit daily. But to make this
commitment, you have to carve out a space each day to work on your goal. This can seem like a
real challenge to people who already feel that their days are overburdened. The key is to always
be asking yourself, "What is the most important (not necessarily urgent) thing for me to be
doing right now,” and then do it! This requires some serious perspective about the many "have-
to's" in your life -- deciding which are absolutely required, and which merely eat up your day.
M: MANAGE YOUR PROGRESS

Focus your attention, rather than radiating it out in all directions. But it becomes difficult to
focus when we are bombarded with distractions and other responsibilities, day after day. Mr.
Ellis offers some simple techniques for staying focused on your goals:
• keep your wish in front of you -- taped to the mirror, refrigerator, or your desk
• affirm your wish -- REPEAT it to yourself over and over again every day
• work on one wish at a time
• keep a weekly PROGRESS REPORT to remind yourself that you are moving forward
• refocus and make adjustments when you get off track
P: PERSIST
Belief cause persistence- which leads to success. When you begin to feel that it is too difficult,
that you can't go on, ask yourself: "Do I believe I can make this wish come true?" and "Do I
believe this wish is worth the effort?" If the answer is no, you need to deal with your belief
before you can work on your wish. You might have developed the mistaken idea that self-
discipline will see you through to the end. But success is less about discipline and more about
passion- if you love (or learn to love) what you are doing, you will necessarily succeed.
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Or, you may have fallen prey to one of two classis "wish-killers." Fear is a "negative wish" -- the
cure for fear is to focus on what you want, not what you don't want. Thinking like a victim-
feeling that you are being acted upon by some uncontrollable outside force -- will turn you from
a cause rather than an effect, and kill any chance you have of fulfilling your wishes. Mr. Ellis
suggests that you permanently exchange the phrase, "Why me?" for "What can I do about it?" -
reclaiming responsibility for your dreams.
The following are some of the tools that successful franchisees have created to keep track of
their progress:
• On the following page is an example of a Daily Connection sheet. Each crew member fills
in all their statistics for their shift and measures them against their goals (including cake
sales) that were established by the manager for that day. These statistics are reviewed
throughout each shift to see if there are any potential training issues. This allows the
owner to address training issues immediately, rather than after the shift. It is faxed to
the owner every night, so that she is able to keep track of daily sales (which includes
cakes).
• Post all daily/weekly/monthly goals and statistics in the backroom. Set monthly goals
for cakes. Share your goals with your crew members!
• Set cake building and decorating goals for reach day.

• Post the Creamery top 10 cake leaders every week.
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Incentives
Make certain that you give them a vested interest in the profitability of your business. Frank
Wright, co-founder of A&W Restaurants says that, “Employees are like spouses; if you don’t
show appreciation they will go somewhere else.” When those goals are reached, crew members
should be incentivized for a job well done. Find ways to reward them when sales increase.
Otherwise, “they’ll expend zero mental or physical energy to try to increase revenues; they’ll
even refuse to go out of their way to reduce waste or inventory shrinkage.” Reward their efforts
and the results they create in a way that fits their tastes, needs, and style. The age-old axiom
‘behavior that gets rewarded gets repeated’ is true in QSR environment.
• Have a pizza party for the first time you make it in the Top Ten Cake Sales. Develop an
incentive if they can keep the store in the Top Ten for ten weeks straight.
• If a manager sells over 1200$ in cakes, they receive a bonus. Sell over 100K, free trip to
AFM!
• Start a bonus system for crew members – the person who sells the most cakes gets a bonus.
Crew members get cash back. (By employing this incentive, a franchisee was able to sell 53
cakes in the first 11 days!)
• Reward crew members for keeping the cake display full, for checking expiration dates and
FIFOing daily.
• According to Jim Sullivan3, giving cash rewards has no ‘trophy’ value as it is immediately
spent. If you do give cash, instead of giving a crew member $20, give him/her two $10 bills.
The recipient will remember where the bills came from each time they spend one.
• Incentivize a crew member by paying for a shift and not have them come into work.
• Give crew members who reach their goals premium shifts for the following week.
• Incentives do not have to be expensive! Gift cards to Starbucks, free gas, and movie tickets
are common incentives that crew members love!
• If a crew member sells a cake, give them $5.00. If another crew member sells a cake, that
first crew member has to give him/her the $5.00. The last crew member to successfully sell
a cake keeps the $5.00.
• Create an Employee of the Month Award for who sells the most cakes.
• Ask the crew members to mention about cakes to crew members after every sale. Send in a
secret shopper with $25 cash, and if the kids mention cakes, the crew member gets the
money on the spot. At the end of this promotion, the kid that sells the most cakes gets $250.
Evaluate your own compensation plan by answering these questions:

• Do you provide a ‘career track’ that encourages your crew members to care about image,
profits, and success?
• From your crew members’ perspective, does your success equate to their success, or do they
think they have to work harder just to line your pockets?
• Are additional profit incentives built into your crew members’ compensation plan? If so, are
they clearly laid out?
• Are the incentives challenging but reachable?
• Are you conveying to your crew members that it is to everyone’s advantage to turn a first
time customer into a customer forever?4
3
CEO of Sullivision Inc. a consulting firm catering to the restaurant industry
4
Eric Chester. Getting Them to Give a Damn. (p.79)
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Step 2
Find the right people
The path to greatness is along with others.

-Baltasar Gracion, Spanish Priest
Hire, hire, hire! Cake success is all about the crew! Finding the best people and compensating them
accordingly is key to an amazing cake program. Additionally, 95% of personnel problems can be
eliminated by recruiting the right people. With time and knowledge of your business history,
staffing trends will get easier. If you want to hire the best and the brightest, you have to outthink,
outmaneuver, and outrecruit your competitors. Be fresh, be different, be direct!
Who?
The most successful franchisees have a cake team led by a cake ‘manager’. This manager is in charge
of everything related to cakes. S/he is in charge of ordering, scheduling, building and decorating.
This allows you to spend more time marketing and selling. (see Step 7 for marketing your cakes
within your store). The following are different ways of creating your ultimate cake team:
• Before opening your store, hire a General Manager and then a cake person.
• Have cake captains and a go to person.
• Select 3-4 crew members who LOVE building and decorating cakes.
• Empower your employees – have a “Director of Cakes” or “Cake Manager” to control and
manage inventory, building and decorating. Order business cards for them.
• Select detail oriented crew members come in for specific shifts and only build cakes during
those shifts. Crew members are usually paid slightly higher for cake building shifts since
they don’t earn any tips during this shift.
• Select crew members that are interested in having specialized shifts to decorate cakes and
ramp inventory. Give them a special name like ‘The Cake Divas’.
• Consider hiring two part time people to decorate cakes so that you can have someone on
hand every day of the week to decorate, personalize, and customize cakes.
• Hire an assistant cake manager when business levels warrant it.
• Find art students for cake decorators.
• Hire cake decorators from the culinary school who specialize in patisserie; allow them to use
you as a reference.
How Much?
There are multiple ways you can pay your cake decorator. The first, and most popular is to pay
them a higher wage with no tips. The downside to this method is that cake decorators will not feel
inclined to help customers as they are not being tipped. This is ideal for those stores that are doing
a high volume of cakes and need to be constantly building and decorating cakes.
Another way to compensate your cake decorator is to pay them the same as crew members, and they
do receive tips at the end of their shift. They should be responsible for waiting on customers, which
can prove cumbersome if there are many cakes that need to be decorated.
64
The third is to pay your cake decorator per cake. This has proven successful for those stores that
have to produce many cakes in a given day. One last way to pay your decorator is to pay them an
hourly wage plus $1 extra for each completed cake. This adds an extra incentive for your decorators
to be as efficient as possible. If your cake decorator can build and decorate a cake on average in 22
minutes, that is less than 3 cakes per hour (or less than 3 additional dollars per hour).
The best way to calculate what is best for you is to use the Cake Profit Analysis labor tool to find
out what would be most profitable for your store. You can download the Cake Profit Analysis tool
from the Creamery Connection to see exactly how much you will make in your store at:
http://franchisee.coldstonecreamery.com/cam/manualsection.asp?link=view&manualsectionid=19
59 The tool is completely customizable and easy to use. It includes your dollar cost and profit
percentages on all of your cakes including rectangles!
65
Step 3
Organization & Supplies
No problem is insurmountable. With a little courage, teamwork and determination a person
can overcome anything.
-B. Dodge
Organizing and having the proper supplies on hand will eliminate extra time spent on building and
decorating your cakes. As mentioned in Step 2, your cake crew led by a cake manager should be
responsible for the Cake Program to ensure adequate and sufficient supplies. Time will be saved
and frustration levels lowered if the store is organized and ample supplies are available. Productivity
will improve as well- a properly organized store will ease the transition from hundreds to thousands
in weekly cake sales. Stock your store for your goals, rather than for your current sales levels as you
cannot sell cakes that you do not have.
Organization
Production
• Each pan of ice cream should yield approximately nine 6” cakes or five 8” cakes.
• Use the secondary stone as a prep area when it is not being used to mix creations. It is best
to build and decorate cakes before the store opens; but the second stone can provide a great
opportunity to showcase cakes. Clean and sanitize stone when finished; Ganache cakes out
of customer view to ensure our competitors don’t learn our secret!
• Organize the cupboards and the area under the stone. Keep one case of LVGH cups up
front, but store the unopened extras on a shelf in the back.
• Keep the ganache under the stone; the heat from the condensers helps avoid grainy or
lumpy texture.
• Increase your ice cream production to account for the extra pans of ice cream you will need
to build cakes.
• Decrease ice cream production for other flavors if necessary for storage space. Determine
how many pans of ice cream you need to have as back-up to last you through your busiest
day of sales.
• Ensure that you have enough Bettercreme and Ganache on hand to decorate all of your
cakes each week. Each tub of Bettercreme will decorate approximately 18 cakes. Each tub
of Ganache will decorate approximately 50 cakes.
• Take your ganache to Home Depot to get shaken in the paint shaker and put it under the
stone to keep it at a good temperature.
• Fill your center sink with warm water to warm the ganache.
• The ganache needs to be cold when it arrives. If the consistency is oily on top, then it has
not been stored properly. If it stays cold when you receive it, the consistency will be perfect.
Franchisees let Sysco/Sygma know this, and return it, if it’s oily on top.
• For large volumes of cakes, sort alphabetically of the person picking it up.
• Find/rent freezer space at nearby restaurants/supermarkets.
• Don’t pre-cut cake circles; this will create more walk-in storage and a better quality product;
cut all circles from a flat and build cakes to use it; wrap built cakes in plastic until they are
ready to decorate.
• Store three of every size of every cake except 2-3 lowest sellers in an extra reach in. (an extra
reach in typically holds 40 cakes.)
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Cake Stations
• Create cake stations/special table just for cake building.
• Set up a dedicated cake decorating area in back room.
• Have two dedicated shelves- one with Kids toys and the other for all other cake supplies.
• Create a “Cake World” with shelves that store all cake supplies. This will save you time
when everything is together:
• Have a sheet on the wall and carbon copy to be built, to be decorated, to be picked up, and
finished products:
Above daily checklists-

cakes to be built,
decorated, picked up,
and finished
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Walk In Freezer Best Practices
• Double stack your cakes in your walk-in freezer and be sure to label the front of the shelves
for ease of use.
• Designate a shelf in walk in that stores built (not decorated) cakes.
• Include in store opening checklist the settings for shelf height in walk in freezer to maximize
storage space
• Cake storage – 3 stacks – 4 wide/back
• Triple stack ice cream pans, or if space is really limited, tilt pans so that the ice cream faces
the front freezer door. Keep in mind that if your freezer unexpectedly warms, your ice
cream will end up on the floor.
• Remove all of the Riche’s Cakes from the bulky boxes and stack them in the freezer. Label
the ends with the cake type (D,Y,R) and write date received. Make sure to follow FIFO
procedures. Ideally, sheets of Riche’s cakes should be stored flat; however, they can be
stored on their sides in a pinch.
• Order poles instead of S-hooks. Poles allow you to adjust shelving heights independently
from each other.
• Purchase plastic hanging tags from a restaurant supply store. Label them with items in the
freezer to make it easier to find items in a packed freezer.
• Order additional shelves for the walk-in freezer. If you have the room, order an extra layer
of shelving; the less dead space between shelves the better!
• To store 32 back up cakes in your freezer, you will need 4 shelves 13.5” apart (8 cakes per
shelf double stacked).
• Create a separate shelf in walk in freezer for custom orders.
Label your shelves

so your crew
members can
easily and quickly
re-stock your cake
display
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Cake Display Best Practices
Customers “eat with their eyes”. How does your display look?
• Excess moisture- silica gel is the absorbent material found in the little envelopes in anything
from rice crackers to beef jerky to leather goods. They are very effective in absorbing excess
moisture from the environment. Silica gel can absorb about 40 percent of its weight in
moisture and can take the relative humidity in a closed container down to about 40 percent.
Once saturated, you can drive the moisture off and reuse silica gel by heating it above 300
degrees F (check package details to see if the particular product will allow this). Before using
the silica pad to reduce condensation please ensure your Master-Bilt display case has been
properly installed and set up by a refrigeration mechanic and/or licensed electrician. Trained
professionals can help you determine if the freezer temperatures and defrost settings are set
properly for your climate and ensure the display case is set up to perform optimally.
Temperature and defrost settings may vary from store to store.5
• Display your tags with the clip holding the tags by the top- this will reduce the cakes from
bumping against the tags each time they are moved in the display.
• Add an alarm to your cake display so that it constantly chimes when the door is open. The
chime will prompt your crew to assist the customer and will aid in preventing the display
doors from remaining ajar. Contact your alarm company about adding the door chime.
• If you have a camera, point it at the cake display so that multi-unit owners can view from
offsite computers and make sure the cake display is full; this is good for crew accountability
and they know it is a priority to keep the display full at all times.
• Double stack cakes- this will increase the number of cakes in your display. To do this,
remove one shelf from the display and readjust the shelves to accommodate the height
needed for double stacked cakes. Note: this does not change the minimum required cakes
needed for a properly stocked display. All required cakes must still be represented.
• The lobby person keeps display case full as part of their rotation through the lobby
• Treat your cake display like your ghea. You would never have it empty. Make sure cake
display is ALWAYS 100% full.
• Put 8” cakes on top of 6” cakes- They will sell first! Currently, 23 cakes in your 2 door
display keep your display “in compliance” (see photo below).
• Have three medium rounds and one small for each signature cake. Customers will take what
is left.
• Keep two medium rectangles and one large in your cake display…they will sell!
• Ever go to a retail store such as Nordstroms, or a supermarket? What do their shelves look
like? You can’t sell what you don’t have. (Do we leave empty pans in the Ghea?)
• Tilt the shelves– Angling the shelves allow for greater visibility of products. (Push up on the
back part of the shelf, then relock).
• Double stacking your cake display allows you to store extra cakes in the display and sell more.
You should have a minimum of two of each size of Signature cake in your display, giving
you 48 signature cakes in your display alone! In order to keep the cakes your customers
want in their hands, you will need back up cakes as well.
5
Silica gel pad- available at your local restaurant supply, various Internet sources or with San Jamar, 555 Koopman Lane,
Elkhorn, WI, 53121, 800-248-9826. customercare@sanjamar.com. Item name: Fridge-Kare, #FK1000
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Inventory
• Adjust the build to list- Create a higher build to for ganache cakes as it lasts longer.
• Separate build-to to ‘display,’ ‘chest,’ ‘walk in,’ and take inventory for all cakes including the
display. (Keep decorated back-ups in walk in and built ones in a freezer chest).
• Minimize SYSCO/SYGMA runs/orders by keeping up on all cake inventory; look at cake
products as an investment.
• Each night take cake inventory and always have a back up for each cake size. Have a third
back up for the highest sellers. Build based on inventory and keeping this stock format in
mind. Continuously take inventory in the same format you would take ice cream. Track
every sale. Do a daily tally of cake sales- type and size of cake.
• If your cake display is completely full, do your inventory from the walk-in freezer only. This
will save labor costs.
• Make sure you are making enough ice cream to keep up with demand, but don’t produce
more than you will use in a day.
• Order enough IQF fruits and raspberry puree for the week, not the month. Don’t order
what you don’t need and you’ll have more room for cakes.
• If your Sysco/Sygma house will deliver twice a week, take advantage of the opportunity and
place two smaller orders rather than one large order. Please remember that not all
Sysco/Sygma houses offer this option, as the Creamery only requires Sysco/Sygma provide
one delivery per week per store.
• Order enough product ahead of time.
Supplies
What supplies will you need to be as successful as possible in the cake business? Extra time
searching for extra supplies will increase the time it takes to make cakes and consequently decrease
your bottom line. Adjust your pars of ice cream and other frozen supplies in order to have enough
supplies on hand to make cakes and back up cakes, as well as the space to store them. You will be
selling and replacing approximately 80+ cakes per week- be sure you have the supplies on hand to
make them!
• Sysco/Sygma snap on labels/ O rings

• Extra shelves for the blast freezer so more ice cream pans and built cakes can freeze at one
time.
• Extra molds
• Upgrade cake freezer, and use the old one for back up cakes. Extra freezer for cake storage
in back room.
• Extra cake supplies are stored in homes and cars so they never run out!
• Two double door cake freezers in back room; one for ganache, one for bettercreme
• Extra single door blast
• Refrigerated van
• For themed cakes, find graphics and have someone who is creative make the cake
• Chest freezers for extra storage for undecorated cakes. (price? Where to buy?)
• Review sales trends from previous year to determine # of cakes/# of pans ice cream needed
for respective month or holiday.
• Double or triple amount of cake pans and cake supplies on hand. Own enough cake pans to
accommodate 30 small cakes, 30 medium cakes, 8 medium rectangle and 2 large rectangle
cakes at one time. They always have this many built, blasted and wrapped in the pan
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• Pans - Make sure you have enough 6 and 8 inch pans – you should have on hand at least 10
of each size of pan. Pans can be ordered from August Thomsen at 1.800.645.7170.
• Cake brochures on front tables (how many cases?)
• 3-carbon paper that customers sign off on for cake orders.
• “Stamp” tool that anyone can use to write Happy Birthday on a cake (more information)
• Colored frostings can be purchased from Sysco/Sygma.
• Rubbermaid storage container dedicated to all cake toppers
• Cake Cutters- You will want to have circle cutters on hand for your production line. If you
do not yet have these time-saving devices in your store, please contact August Thomsen at
1.800.645.7170.
• Cake cabinets are great for holding all cake supplies.
Please note, as communicated in the October 2005 Behind the Stone, all cake displays have alarm capability; this should
be used if you are storing them full. Eighty cakes at an average cost of $25 is potentially $2,000 in finished product.
• Place special plastic (from Michael’s) inside cake pan prior to placing cake and ice cream into
it. This will allow for a smooth “extraction” and will prevent the need to use water.
• A rolling cart to store items on in your freezer, and the ramp used to roll it in and out of
your freezer:
• Strainer and black crock for ganache.

• Ganache Warmer– Keeps your ganache at the proper temperature and consistency. Saves
the labor of making it pourable, manages quality, etc. Ganache warmer- fill it at night and
leave on 1 or 2; In the morning put 2 pitchers of water in and the consistency is perfect:
Name of item
Item #:
Warmer:
SUPC
3864105, Pan
insert: SUPC
4017729,
ladle: SUPC
4340964 and71
• Cake Tackle Box – Keeps all of your cake decorating supplies on hand and in one
convenient place. Tackle box compartmentalized for chocolate molds and plaques.
Wilton Tool
Caddy
Approx
$20.00
(joann.com)
• Expandable File – Keeps your cake labels neat and organized, in one convenient place and
ready to go.
Staples®
XtraLife®
Expanding
Files
Approx $13.00
(staples.com)
72
• Tiltable Turntable– decorating lots of Themed cakes? Doing a lot of personalizing around
the side of a cake? This might be the tool for you:
Wilton
Tilting Cake
Turntable
Approx
$60.00
(joann.com)
• Cake Labels - You will need the proper number and amount of labels to label all of your
cakes. One page of each type of cake will be sufficient to label 12 cakes, no matter the size.
If you have not already downloaded and printed the new version of the cake labels (shown
on the following page), you can do so on the Creamery Connection at:
http://franchisee.coldstonecreamery.com/cam/manual.asp?link=view&manualid=464&ma
nualtypeid=26:
And remember, you don’t need a huge store to be successful in the cake business. Mark Johnston
consistently sells $2000+ in cakes using a bus cart and an organized team of cake professionals (in
how big of a store?)
73
74
Step 4
Schedule your cake team
An empowered organization is one in which individuals have the knowledge, skill, desire,
and opportunity to personally succeed in a way that leads to collective organizational
success.
- M. Shawn Covey
Selling cakes should be treated as a separate business from selling ice cream. Remember this when
you are scheduling your crew members! If it takes on average 22 minutes to build and decorate a
single cake, one cake decorator can complete 3 cakes in an hour. In order to build and decorate 80+
cakes per week, you will need to schedule a cake decorator for a minimum of 25 hours each week.
We suggest that you have two cake decorators in order to have someone decorating cakes every day.
Scheduling someone who can personalize a cake at all times when the store is open is equally
important.
Because each store has its own unique characteristics, there is no magic answer to cake scheduling.
The following is a compilation of best scheduling practices and you will notice there are varying
ways to schedule your cake team. Because of your differences, there is no one answer that fits in
every situation. On their own, you may find that none of the solutions work for you. Mix and
match different solution or aspects to suit your store’s individual needs.
Schedule for Building Cakes

• Assign times during the day when cakes are to be built (i.e. part of the morning shift. duties
prior to ice cream production) and allow for extra work load when scheduling.
• One crew member builds cakes to be ready in the morning for the decorator.
• Set built cake goals for each shift to reach (i.e. day shift builds 6, night crew builds 4).
• When the cake decorator is not there, everyone builds.
• You will need to schedule a cake building shift every day. This shift should be
approximately 3 hours a day- 2 hours to build cakes and 1 hour to make toppers/cut cake
circles/clean up.
• Schedule dedicated cake people in the evening.
• All crew members can build cakes so they build during down times; thus they don’t have to
schedule extra people to build cakes. Start building 2 weeks out, and encourage pre-orders.
• Two crew members build and two work on the stone.
• If cake decorator is out in front make it there responsibility to interact with customers.
• Build and decorate during slow times or before store opens.
Schedule for Decorating Cakes

Most cake decorators are independent contractors who enjoy a flexible part time schedule, usually 3-
4 hours a day for 4-5 days a week. You’ll probably schedule at least 32 hours of cake shifts per week.
The best time for the decorator to come in depends on the store’s volume. It may be beneficial for
the cake decorator to come in early in the morning from 8a-12p, prior to the store’s busy hours.
(What about adjusting your schedule for cake preparation when the store is not open- 11pm-3am or
3am-7am?) If a lot of prep work is being done in the morning, the cake decorator can come in
during evening hours between 5-9p when the crew is busy up front waiting on customers.
75
Keep in mind there should always be one other person in the store that can decorate cakes on days
when the cake decorator does not come in and in case of an emergency. Make sure that there are
always plenty of back up cakes to refill the display freezer. In addition, all crew members should
have a general understanding of the cake program to answer consumer questions and take cake
orders:
• Have full time cake decorator(s) in store on Saturdays from 12-5pm to personalize cakes as
needed.
• Building at night and decorating in the morning cuts down on cakes sitting in the blast too
long.
• Has a full time cake decorator from publix who can decorate 40 cakes a day (in an 8 hour
shift).
• 1-3 Decorators per store.
• There are 2 people always dedicated to cake decorating. 15 hours per week/ 6 days a week.
During the slow months, the cake decorators build and do toppers to guarantee hours.
• 15-18 hours cake decorating
• Have decorating brown belts= can ganache; White belts= bettercreme cakes; duties are split
amongst crew members.
• Cake decorating during slow times.
Other Scheduling Responsibilities

• The lobby person keeps the cake display case full as part of their rotation through the lobby.
• A 24-hour turnaround is important to offer to customers. If you make rectangles, they will
sell… Make the most popular flavor.
• Slower months schedule less crew, but make sure that you try to avoid customers who are
waiting in line and can see someone in the back building cakes.
• Put a sign on back door that says “Cake Building/Decorating in Progress”.
• Crew member to make a judgment call when building a cake and evaluating whether it is
alright to take care of customer.
• Have 120 cakes in production at all times.
• Make sure at least one member of the cake team is working in the store at all times when
there is not someone on the “cake clock,” so there is always a cake expert available to answer
questions. In addition, whenever there is a spare moment, this person can work on cakes.
• Use the Manager’s Red Book or a cake notebook for the cake team to communicate.
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Step 5
Train your cake people
Education is not the filling of a pail, but the lighting of a fire.

William Butler Yeats
Improperly trained cake decorators and builders will have a devastating effect on your cake business;
with properly trained cake decorators and builders, customer satisfaction (and therefore your cake
sales) will soar. According to Jim Sullivan, when planning a training session, be sure to factor in a
three-to-one learning ratio. When teaching about cakes, attach three different activities that can help
the learner execute on and accomplish it. Choose three ways to educate them- for example, studying
the Picture Perfect Training cards and ingredients, taste-testing, and a written quiz. (One training
objective and three learning activities to support it.)
What about training all of your crew members to build AND decorate cakes? You could add prep
work for cakes to the opening and closing checklists and/or complete it during slow times. From 8-
1p build a cake shift into your schedule every day for a minimum of 4-5 hours. When a cake shift is
complete, hourly crew members can finish other store tasks. The main benefit of training all crew
members to build and decorate cakes is the assurance that at any given time, cakes will be a work in
progress. The potential drawback is that the cake program knowledge and expertise of the crew is
somewhat limited, not to mention that not everyone enjoys cake decorating! If you prefer to split
up tasks, the following are suggestions from franchisees who have been successful with training their
crew members:
Decorating
Ask yourself, what impression are your cakes leaving on your customers and their guests?
• If you aren’t open yet (or even if you already are!), train to build and decorate in another
store.
• Train all employees to build cakes, do prep work, take cake orders, and customize Signature
Cakes out of the display (train only one or two on more difficult decorating techniques).
Once a cake order is received or a backup cake needs to be made, hourly crew members can
build them during slow times.
• Decorate cakes on the secondary stone for customers to see the quality of our cakes and that
they are truly made in the store.
• Use an egg timer to remind you that as you strive for the perfectly smooth top, you might be
wasting lost of valuable time. Cakes should be nice and flat, but don’t obsess about tiny
bubbles.
• No piping along bottom perimeter of cake sides (sides can be crumbed, combed, both or
have a straight edge).
• No edible images on cakes or in the back room.
• Cake top must have symmetrical design.
• No airbrushing (cannot have airbrushing machine in store).
• No “drizzle” decorating (ganache or Bettercreme).
• Store 0091 in Dublin CA uses a tip from Deco-pak, #789 with a 1 7/8" opening, to quickly
frost cakes.
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Ganache
Ganache is a temperamental product, affected by temperature changes during shipment and in
storage. In the meantime, it’s worth revisiting (and adding to) ganache trouble shooting techniques:
• When the temperature gets too cold, the fats in the ganache formula will separate and find
each other, forming clumps and grains. More often than not, heating and stirring will
dissolve the fat clumps and ganache will be smooth. If placing ganache in a warm water
bath isn’t enough, there are a few other tricks that will make the ganache (and your cake
decorators lives) smooth and creamy.
• Use your dipping chocolate warmer. Fill the extra insert with ganache and place it in the
warmer until it reaches ~ 105° (this will take approximately 30 minutes). Remove the insert
(careful, it will be hot!) and stir with a spatula, spade, or wire whisk until smooth. Set the
ganache aside until it cools to 75° before pouring on a cake.
• Use your brownie oven. Preheat the brownie oven to 200°. Place 2 – 3 cups of ganache
into a clean brownie pan. Place the brownie pan in the oven and heat for 5 minutes.
CAREFULLY remove the brownie pan (using hot pads and be careful not to spill). Set the
brownie pan on the prep table and stir until smooth. Place the brownie pan on the cooling
rack until the ganache cools to 75° before pouring on a cake.
• Use a strainer. Push ganache through a strainer before warming. This will break up the fat
clumps and speed up the melting process.
• Frosting/ganache must not be left in piping bags overnight without the use of a proper
lining. Tips should be removed and sanitized after production.
• Piping ganache-stir the bucket before each use, especially before initial use.
• Portion the ganache that you need for the day’s piping and add a small amount of water to
the ganache. This will help with the consistency.
• Frosting/ganache must have clean edges.
Building
• Train or reinforce the proper cake building techniques. Use the EduCakeTion CBT to
reinforce necessary skills.
• Everyone Builds Cakes: all crew members responsible for building cakes for “build to” list
and custom orders.
• Crew members who take a custom order that is due within the next 48 hours must build the
cake prior to finishing their shift.
• Dedicate one or two fulltime people to build AND decorate cakes and have one on staff at
all times.
• Every shift each crew member needs to build a cake and check it off on a checklist. Always
make cake display look full even if it is not- move cakes to the front.
• If you are single stacking cakes, it MUST always be full. Initial the cake bottom so the
builder is held accountable.
• All crew members builds cakes while on their shift.
• Hold the crew responsible for building a certain number of cakes per shift.
• For efficiency, build a number of the same cake at once
• Train ALL crew members to build cakes. There should always be back-up and always be
something for the cake decorator to decorate.
• Add prep work (cutting cake circles, prepping toppers, etc.) to the opening and closing
checklists and/or complete during slow times.
• Have crew remove all built cakes from pans, so they are ready for the cake decorator to
simply remove from the freezer and decorate.
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• Build multiple cakes at one time.
• Build all Devil’s Food cakes, Yellow cakes, then Red Velvet cakes to ensure the cakes don’t
spend too much time exposed to the air. Having all three kinds of cake circles on the back
counter adds to clutter and confusion.
• If making multiple cakes of the same variety, measure all of the ice cream first. Weigh all ice
cream, then add the mix ins to each pile, mix one pile at a time, then build the cakes.
• Place Ganache cakes on one shelf (or one side) of the blast freezer, and Bettercreme on the
other side. You will spend less time looking at the bottom of the cake board to determine
the cake type.
• Have more than one crew member building multiple cakes at a time. Designate one for
weighing ice cream, labeling cake bottoms, and bringing cakes to the blast while the other
mixes it on the stone.
Personalizing
• Identify those crew members who have an interest in as well as the skill to personalize cakes.
• Train all employees to personalize cakes! During downtimes, pull pieces of parchment paper
out, and have crew members write “Happy Birthday (crew member’s name) 20 times. “If
you’re leaning best be Bettercreming!”
• At the very least, make sure there is someone on every shift that can write nicely on cakes.
• Use chocolate letters if you don’t trust them to write on their cakes.
• Assign one crew member to be responsible for cake toppers; another to be responsible for
chocolate letters/plaques.
• Piping bags- bags must be lined with plastic wrap or disposable piping bags for a fresh and
food-safe product. Disposable piping bags are available from Sysco/Sygma or your local
restaurant supply.
Selling
• TRAIN ALL OF YOUR CREW TO TALK ABOUT CAKES WITH EVERY
CUSTOMER. Hand every customer a cake booklet at the register when they pay.
• Have crew members memorize what is in the cakes. Quiz them each night on three cakes.
Once they have mastered building cakes and have memorized the ingredients, they can move
on to creations.
• Crew needs to be trained to take orders and sell cakes; something that often gets
overlooked.
• 2-3-3 Method- at the ghea the crew member needs to sell 2 things, an original and a LVGH
(and 3 things at the stone etc.).
• Train crew members to “run” to the cake display when a customer approaches it.
• Train crew members to tell each person who purchases a cake to ensure ultimate cake
experience by thawing cake at room temperature for 5-10 minutes; serve only after the tip of
a knife can easily penetrate 1” into the top of the cake; use a large, sharp knife to cu (dipping
the blade into hot water between each cut).
Labeling
• Signature, Themed and Manager’s Selection cakes must have a description label noting the
cake, ice cream and mix-ins, and instructing the cake to temper before serving.
• Never hand write on a description label.
• Signature cakes must have an ingredients label with the nut allergy statement and a hand-
written expiration date recorded.
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• Themed cakes that have a toy cake topper must have a choking hazard label.
• Purchase labels from Gold Graphics or print them yourself (Creamery
Connection/Documentation/Manuals/Cakes/Cake Description Labels Avery 5294)
Miscellaneous Training
• Have cake training classes for crew.
• Cake over portioning is a huge food cost. Make sure crew members are weighing completed
cakes.
• Focus on quality then the quantity of cakes; Appearance is EVERYTHING!
• Openers check cake expiration dates.
• Review the cake book each time they decorate to avoid mistakes.
• Have cake plates next to register. As soon as order is taken, crew member writes on plate
and builds cake same night.
• Process – build & blast in cake pan → take out, de-pan & triple saran wrap → place in walk-
in until ready to decorate. Place near back of walk-in because it is the coolest spot.
Otherwise, it will start to melt and will stick to the saran wrap.
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Step 6
Market Your Cakes
Rainmakers bring the customers who bring the money that makes the organization flourish.
-Jeffrey J. Fox
The following are tips on how you can market your cakes within the four walls of you business. If
you have decided your cake business won’t grow… it won’t. Take a ‘whatever it takes’ mentality.
Build the business day by day – Rome wasn’t built in a day, as wasn’t Cold Stone! Why would your
cake business be any different? Get the word out that you have great cakes, execute on a daily basis,
and give time for the word to spread. The business will follow.
Sampling
Sample! Franchisees have seen upwards of $200/week increase by simply sampling cakes during
busy times. One store did sampling for a month and then compared their sales with the previous
month- they were up 12% and that was the only thing that they did differently.
• Instead of using plates, put the cake slices in cups with lids and hand them out as the
customers leave the store.
• Cake sampling more than one type of cake (3 types is ideal).
• Sample during busy times; Always keep samples in freezer so if someone comes in that has
never had our cakes, they are immediately available.
• Allow crew to sample all cakes in order to sell more cakes.
• Sample cakes that may pertain to each customer (if a customer likes Chocolate Devotion, ask
them about Midnight Delight) in other words, suggest cakes that are similar to the creation
they are getting.
• Sample cake during the day; have cake samples pre-made for customers at the cake display
•
Crew
• Always “pre-market” POP items to the crew members. Explain, promote and sell the table
tents at meetings to increase understanding of the newest promotions and how to use them
with customers.
• Everyone is able to give information on the cakes. Knowledge is power!
• Ask if customer knows we have cakes at the register.
• Ask customers about special events they might be having soon, like birthdays or parties.
• Tell new customers about cakes along with ice cream introduction.
• When a crew member sees a customer at the display cakes, they must talk to the customer
about cakes.
• To sell medium/large rectangles- up sell if they want a medium round. It’s cheaper to buy a
rectangle than two rounds.
• Give EVERY customer a cake brochure with label with name and phone number on it.
• Give $3 off coupons to cake customers for next visit.
• The Entertainment Director should always be talking about cakes.
• On the register, keep a cheat sheet for cakes; use suggestive selling at the register
• Personalizing cakes sells cakes. Never refuse an order, always get it done!
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• Quality and presentation matters! Labels need to be right, the cake bottoms clean- these
things are often overlooked. Train on taking cake orders!
• “Never say NO!” Give the customer a little more than they expect.
• Make sure crew member walks out to cake case to explain the cake program.
• Convert buckets to cakes for business customers.
• Help cake sales by singing a song that mentions ice cream and cake in the song
• Have a contest around mentioning ice cream cakes.
• Have a crew member incentive for cake flyers returned. $1 goes back to the crew member.
• Produce what is printed in our ads/POP. The customers want what’s in the picture!
• Don’t communicate prices when contacted by phone– Discuss various sizes, mix-ins,
frosting- stressing customization. By the time you’re done the guest will make the purchase
due to the fact they can get exactly what they want, vs. what’s on the shelf.
• Don’t wait for people to contact you– Be proactive and go after business.
Other ideas
• Do bulk discounts (baker’s dozens for every 12 you buy, the 13th is free)
• Make sure to sell candles with every order! Great ROI. Decopac has a candle stand.
• Put counter talkers on line stanchions so that they cannot miss it.
• Double stack– never be out of a size
• Make sure cake customers who buy a cake can pay right away and not wait in line; create an
Express Line for cake customers.
• Give out free pint offers etc right at the register.
• For all organizations seeking donations, use cake coupons.
• Take all coupons (even your competitors).
• Display 3-4 kids cakes: tape toys on the top and outside of plastic container. Ex: popular
trends such as soccer cakes during soccer season
Brochures
• Use the cake display for brochures
• Use your cake brochures and put stamp on back with phone number and gets phone calls
everyday; puts brochures all over stores and on tables; goes through 10 cases per month;
Think of them as “to go” menus
• Cake menus on counters by the cake display and in every bag. They get a lot of calls right
off the menu.
Create a Database
• Create a database of cake customers
• Create a call back list after customer buys a cake.
• Encourage customers to fax in cake orders versus calling them in. Recommend a cake that
matches with the Original that the customer ordered.
• Create an online order form.
• Keep organized cake order forms. Use them as a marketing tool.
• Follow up calls the month after they buy their cake.
• Send out coupons as thank you’s.
• Ask your customers when they order a cake “What is the occasion for the cake? What is the
celebration?” If it is a business that is purchasing make sure to get contact information to
make a visit with Cake of the Month information.
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• Fish bowl and cake drawings– Give away a cake each week/month and use business cards to
build database of contacts.
• Keep your cake purchase cards on file. If someone sends in a friend that uses your
“regular’s” name, give that “regular” credit for the cake purchase on their punch card.
• Analyze your data – What do people buy, when do they buy, why do they buy? Take
advantage of the results you see.
• Follow up on your sale. Did they like, was it big enough, can we contact another person
within the company, stamped comment card.
Advertising
• Advertise using only cakes.
• Advertised in a local magazine using the cake slice flyer (no coupon).
• Get a Cake Stand! Fill out the attached Debit Authorization form or find it on Creamery
Connection under Ordering/Shopping / Re-Orders & Debit Authorizations / Cold Stone
Cake Stand - LSI Debit Auth and fax it to 480-368-1185. The cost of the stand is $258.17
plus shipping and will definitely pay for itself in awareness. (Estimated delivery date: three
weeks from when you place the order.)
• Use for fundraisers to drive traffic into locations – Coupons are available on the intranet.
Speak to an organization and let them know for every cake sale generated by their
organization, you’ll give $$$ to that organization. Each person would give you a slip with sale
of the cake. At the end of the month, tally the slips and cut a check.
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• Use as donations to create awareness – People who already know you and our concept will
come in for donations. Do they know about cakes vs. coupons?
• Take cakes to companies with order forms – They have the product as well as the program
overview in front of them making it easier to speak with peers and make a decision
• Give away 10 cakes per month to various large groups with the goal of having people from
each group coming in to make a purchase. Example below:
Cost Retail
10 cakes given away each month 10 number of groups getting “freebie”
x $10 cost for each cake (labor, pack..est.) x 2 cake sales per month for each “freebie”
x 12 months x 12 months
= $1,200 annual cost x $25 retail per cake
Annual cost = 20% of sales = $6,000 in sales
Notes: (Radio and TV - An expected cost is generally 33% of retail; Sales figures do not include
people driven in that may not know about CSC, or those who wouldn’t have come in for a creation
in the first place).
Partnerships
Who doesn’t like ice cream and cake? Be creative, find these people, and ask them how you can
help their business and in turn, help your own.
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• Partner with a realtor- Let the real estate agent purchase and give away a cake to clients upon
closing. Do a custom cake with the realty logo on the top and an example of how a realtor
might use it to thank a customer for buying a house. Drop them off at realtor businesses
around the community.
• Partner with little league teams for birthday parties. Buy advertising with minor league teams,
and they got 50% off their cakes. They were able to recoup the cost for advertising through
the cake sales and a lot of repeat business.
• Join Chamber of Commerce and take cakes to meetings for sampling; it’s a great opportunity
for business to business sales. Also cold call business that you want to work with and ask to
bring in cakes for sampling- it gets your foot in the door.
• Talk with local florists about a partnership for weddings and other events that they are
servicing.
• Create an internship program.
• Birthday club; mail personalized card to birthday kids; use coupons/cakes brochures etc.
• Birthday Party Place; meet with individuals who throw parties in homes
• Target libraries, parks and recreation centers.
• Sign up for fall baseball at the store. Teams sell cakes for fundraiser with iPod shuffles as
prizes. Top team sold 77 cakes. Invested $1,300 in iPods. If you don’t know who the PTO
president is, call youth sports coaches.
• CSC Day at UCSB- passing out free pint with cake flyers.
• Get with local hotel, and hand management a coupon for cake tasting in their paycheck.
They often want ice cream in addition when they come to taste the cake.
• Go to parks and youth leagues, as well as baseball games. When announce birthdays, each
birthday kid receives 50% off a birthday cake.
• Fundraising- Sample at community events (black tie dinners, etc).
• Blood drives
• Birthday Packages should include a personalized cake, hats, balloons, streamers, candles and
coupons for future visits.
• Sororities/Fraternities; this will bring in large groups of people!
• Church organizations.
• Invite all sports teams to come in and receive $3 off cakes.
• Give your local party stores coupons for birthday cakes for their customers.
• Human resource directors – Organize group events, deal with payroll ($3.00 of cake included
with each paycheck)
• Secretaries – Know their bosses as well as the clients.
• Teachers – Class parties, student of the month, fundraisers.
• Orthodontists/Dentists – Awards for kids getting braces off.
• Car dealerships – Buy/sell a car and get a cake as a “kicker”.
• Realtors – How cool would it be to move into your home and find a “Congrats Cake”.
already sitting in your freezer? Many realtors give “treats” to their clients to create
referrals/regular clients.
• Banks – Open an account, get a cake.
• Greek systems at colleges – Generally have meetings once a week, have kids from all over
the country.
• Community affairs people at TV stations – They know of every charity event in town as
everyone wants the publicity. Contact them to find charity contacts, then thank them for
lead with free cake!
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12. BIRTH-day Cakes
Who:
Craig Cowell
303-805-1888
17051 Lincoln Avenue Unit L
Parker, CO 80134
Store #123
What: Selling petite cakes to hospitals for every new mother
Why: To increase cake sales
Proven Results: Craig anticipates selling 100-120 petite cakes for the month of March. He foresees
selling 250-350 petite cakes during peak delivery season. At a price of $4.29, this is approximately a
53% profit.
Where: Parker, CO: Parker Adventist Hospital
Founded upon the Adventist tradition of whole-person care, Parker Adventist Hospital opened in
early 2004, focusing on ensuring a memorable patient experience with a true commitment to quality
and safety:
• 460 associates
• 746 affiliated physicians
• 100 licensed beds, including 6 pediatric beds licensed by The Children's Hospital
• 3,785 annual admissions
• 16,908 annual emergency room visits
• $3.6 million in uncompensated and charity care provided annually
• Emergency services and Level III trauma designation
• Cardiac diagnostic lab and cath lab
• Imaging services, including MRI, CT, nuclear medicine, angiography
• The Birthplace with private rooms specially designed so that mothers can stay in the same
room throughout their entire birthing experience; 24-hour in-house anesthesiologists and a
neonatal intensive care unit with 24-hour coverage by neonatal nurse practitioners from The
Children's Hospital
• A special pediatric wing offered in collaboration with The Children's Hospital,
including emergency, specialty and inpatient care for kids
• Surgical suites with computerized access to radiology images and capability for minimally
invasive surgery
• Rehabilitation services include; inpatient and outpatient physical, occupational and speech
therapy
• Gastrointestinal lab providing a full range of care
Leo Kauranen
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480-362-4917
How:
Timeline
Approximately two years ago, Craig established a relationship with Parker Adventist Hospital, a
member of the Centura Network Hospital Chain. He initially met with the Hospital Community
Marketing person and developed a partnership for community events. This year, Craig set up a
meeting with the chef of the hospital. He asked the chef what perks they have for new mothers. At
that time the hospital put a bag together comprised of ‘newborn items’ that are donated free from
their suppliers. Craig offered a plan to “kick it up a notch”. He brought the petite cakes and
pitched a program to give each new mother a personalized “BIRTH-day cake”.
Industry Analysis
There are 14.14 births per 1000 people. With the US population at 298,444,215 (July 2006 est.), that
is approximately 11,562 births per day and 7.4 babies per minute. This equals a huge opportunity
for cake sales to new mothers. The number of births is increasing each year. More babies are born
during the summer. In particularly the United States, more babies are born in July then in any other
month.
Hospitals
In hospitals, the total number of beds is the most important criterion to consider. However, many
hospitals also have a large number of “outpatients”, so number of beds is not the only factor. The
number of beds, number of staff, number of procedures performed, and number of daily visitors are
all key numbers to help site viability. Focus on acute care hospitals, in an urban environment, with
300+ beds, 1500+ staff and visitors, plus other businesses, clinics, or offices nearby.
Operations Plan
Ordering
The chef calls the franchisee weekly to submit the hospital’s order. The hospital is able to anticipate
how many babies will be born in a certain week. A limited selection is offered- (Cookies &
Creamery and Midnight Delight.)
Delivery
Once an order is placed (average order is 25 petite cakes), they are built and decorated all at once,
individually packaged (no ingredient label) and delivered within one week. Cake toppers must be
put on the edges of the cake to free space up for personalization (see below). The cake decorator
can build 20 petites out of one sheet of cake. The cakes are transported via cardboard boxes by the
franchisee. The chef takes the cakes and puts them in a large freezer. The franchisee does not have
any more involvement from this point forward.
Personalization
The chef personalizes each cake with the newborn and mother’s names and puts a mold of the
hospital’s logo on the cake. He plates the cake and delivers to the new mother.
Price
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He sells the petite cakes for $4.29- he estimates that the cost is $2.00 to produce (53% profit).
Sales
At a profit of $2.29 for each cake, this program is estimated to bring in an additional $570-$800 in
additional profits each month for peak periods (May-July). He bills the hospital, who sends it to
Centura Billing Center. They send a check directly to the franchisee after being processed.
POS
The franchisee inputs the sale when he receives a check from the hospital. This usually takes
upward of 8 weeks to receive. He sells petite cakes in-store for $6.95 and coupons off $2.66 each
petite cake that is sold to the hospital. Hospitals are considered tax exempt.
Franchisee Action Plan
o Research hospitals in local area

o Set up meetings with the Hospital Marketing Liaison
o Set up agreement with hospital; if contracts are involved, get Area Developer approval
o Finalize:
1) How the cakes will be ordered
2) How the cakes will be transported
3) How the cakes will be stored
4) How the cakes will be inventoried
5) How the cakes will be personalized
6) How the cakes will be plated and delivered
7) How the hospital will pay the franchisee
o Create a system to enter all information in POS. This must be approved by the Area
Developer.
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13. B2B Cake Sampling
Cakes Can Pack a Powerful Punch
Want to meet your core consumer in person without spending much money? Consider spending at
least four hours a week visiting office buildings in your trade area with cakes. You’ll not only increase
your chances of increasing sales but you’ll increase your chances of getting new faces to walk
through your doors. If they come in once, you know they’ll be back!
Snapshot of Program
Free Ice cream always gets people’s attention. By visiting at least 20 office buildings or companies in
your trade area, you’ll meet dozens of new people who may or may not know about Cold Stone
Creamery. This is also a real opportunity to sell cakes to your local businesses on a regular basis.
Remember, employees need cakes for birthdays, retirement parties, client meetings and holiday
parties. Currently, most businesses buy cakes from grocery stores. Let’s take that business away!

If two businesses commit to ordering three cakes a month from you, it’s an additional 72 cakes a
year or $2,000. By selling cakes to businesses, their employees will learn about our cake program,
thus, the more business you will eventually get in return from their employee base. So the
incremental $2,000 a year could possible double. It’s that easy!
Buyer Motivation
Who wants a bagel and cream cheese at a client meeting when you can have a delectable Cold Stone
Creamery Cake? Events at the office will be so much more memorable with one of our cakes. They
are great for employee birthdays, celebrations, holidays, retirement parties, and anniversaries to
name a few.
Selling Tips when visiting businesses:

When out sampling, here are some things to say to help promote cake sales.
• After you introduce yourself say, “Cold Stone Creamery has a variety of cakes that we
wanted to share with you. They are ______________, _______________, and _______
(give a description of each cake here).
• Ask for the person who is responsible for ordering food for their company. This could be
the Human Resource Manager, Employee Relations person or the Office Manager.
• If they are available, hand them your business card, and let them know that you wanted to
share a sample of your cakes with them and drop off pricing information for future office
events.
• Ask them for their business card so you can follow up at a later date.
• Thank them for their time.
Materials Needed:
• Cake
• CSC Gotta Have It Cups so they know where the cake came from
• Coupons for employees
• B2B folder
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• Cake of the Month flyer – with prices
• Menus – both cake and ice cream since they may have a need for a ice cream social
• Your business cards
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Increase Pester Power
in Your Store
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1. Birthday Parties
Who:
Joel Reizburg
Connie Kim
Sean Coyle
What:
In-store birthday parties.
Why:
• Increases brand visibility
• Increases sales during slower times
• Creates goodwill
• Birthday parties are a profit center we have not explored thoroughly
Proven Results:
Connie Kim does anywhere from 5-10 birthday parties a week. This is a great revenue boost for
slower times during the day. The ticket per party is at least $50.00 in additional sales. Additionally,
the parties attract a lot of positive attention to the store. The crew usually see anywhere between
$10.00-$30.00 in additional tips for each party.
Where:
In lobbies where there is enough room to seat 8-30 people.
When:
According to Hallmark, more people have birthdays in August than in any other month – 9.06
percent of the U.S. population. July is the second most popular birthday month (8.80 percent) and
the fewest people celebrate in February (7.55 percent). But birthdays happen everyday of every
month- maximize this potential!
How:
Connie began her relationship with Build-A-Bear whereby customers would build their bear and
then go to Cold Stone Creamery afterward for their cake. Any customer referred from the local area
businesses receives $3.00 a Signature Cake. In the beginning, there was no fee associated for
reserving the lobby space for parties (just the price of the cake).
Beginning May 1, 2006 Connie implemented a fee to reserve space for parties.
¾ Up to 10 persons $10
¾ 11 to 20 persons $15
¾ 21 persons and up $20
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The fee includes:
¾ Mix ins on the side
¾ Plates
¾ Forks
¾ Water cups
¾ Water
¾ Trash disposal
¾ Cake cutting
¾ Candles
Time
Each party is reserved for one hour.
Logistics
Connie’s store is less than 900 square feet with a very small lobby. She has 2 tables
approximately 3 feet in diameter and places 4 chairs around them. She uses the stanchions to
block off the lobby from other guest’s getting ice cream.
A crew member is designated to the birthday party. S/he lights the candles for the cake, fills
water, and cuts the cake for the children.
Considerations
¾ Number of seats available
¾ Setting aside tables can be tricky depending on how long other customers take to eat
¾ Some like to come early to decorate or drop off items to be refrigerated
¾ 305 of customers will bring in pizza or other food, so there is more trash to clean than
usual
¾ Staff accordingly as there will be one less body behind the stone to attend to the birthday
party.
Additional Ideas
¾ Joel Reizburg has created a birthday party scenario called Cold Stone Island, based on
the Survivor television show. He tells a story about a pirate and buried treasure and then
mix in games around the tour. For example, teams have to find hidden colored paper
coins, there is a team word search etc. Each team is given a unique colored item such as
a red bandana or blue necklace. This takes approximately an hour, then pizza and
making their own Creations follows. Depending on the prize, team colors, goodie bags,
the cost is approximately $13.00-18.00 per child.
¾ Please see the Petite Cake Decorating Program for additional ideas on how to create a
cake decorating birthday party! Sean Coyle charges for the retail cost of the cakes.
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This is a flyer that Michael Dragovich uses to sell birthday party packages:
Cold Stone Creamery

Boynton Beach
739-5353
Birthday Parties
Come celebrate you birthday with us!
• Your party will have an area of the store all to yourselves. We will have a large table and
chairs for you in your area.
• No need for you to set up or clean up, we will do it ALL! If you have a special themed
party you are more than welcome to set it up yourself or just leave the supplies with us
and we will take care of it all.
• Several different party packages available.
All packages include: Each member of your birthday party will take a tour of Cold Stone Creamery.
Everyone will get to go into the walk-in refrigerator and freezer, learn to make ice cream, eat ice
cream fresh from the ice cream machine, learn to make waffle bowls and cones, plus much more.
Each member of the party (14 and under) will get to create and mix their own ice cream creation
on the “cold stone”. The birthday boy/girl will get to assist in the making of ice cream and
waffle items.
Get a medium round or larger ice cream cake for your party and you can take off $.50 per guest!
Like it Package: $5 per guest – each party member will get a kids size ice cream with up to 3
mix-ins. Adults not included. Adults pay regular menu price for all items purchased.
Love it package: $7 per guest – each party member will get a love it size ice cream with up to 4
mix-ins. Adults included.
Gotta Have it package: $10 per guest – each party ember (14 and under) will get a love it size
ice cream with up to 4 mix-ins. Should they finish that they may create another ice cream, Kids
size, with up to 3 mix-ins. Guests can make as many creations as they’d like as long as they
finish the previous ice cream. Absolutely NO take out orders. Adults may make one additional
creation, like it size, should they finish the first.
Pizza, drinks, ice cream cakes, live entertainment, etc. can be purchased for an additional price!
• A $20, non-refundable, deposit must be made at the time of booking. Parties can take
place any day of the week before 6pm.
• Although we are willing to accommodate any size group please understand that space is
limited and we will only be able to fit approximately 10-15 chairs for guests.
Please contact Jennifer Dragovich at 632-6734 to make reservations or if you have any questions.
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Additional Information from Connie Kim:
Information for cake parties
1.0 New service charge for cake parties:

The service charge for cake parties and will be put into effect May 1, 2006 and is being introduced
in order for order for Cold Stone Creamery to offer a higher level of service “everything is included”
product bundle. We will be able to offer more personalized attention, cut the cake for the party, and
will include cups, plates, napkins, and utensils, and trash disposal. Often times people will bring in
their own food (i.e. pizza and take out boxes) and unwrap gifts, leaving all of their trash behind.
The new service charge will be a flat fee based on the number of attendees.
Up to 10 persons $10
11 to 20 persons $15
21 persons and up $20
This service charge will be due at the time of booking and can be paid with Visa/MC
2.0 Prepayment for custom cakes

We normally present the bill to our client at the time they order their cake, and then they pay over
the phone using a Visa or MasterCard.
3.0 Turnaround on cake orders

A minimum of 24 hours is needed for custom cakes. A custom cake can be any flavor and ice cream
that the customer requests, and any special decorations.
We do offer a selection of signature cakes in our cake display that are “ready-to-go” and do not
require 24 hour advance notice. These can be easily decorated with “happy birthday,” etc. This is
ideal for any clients who need a cake immediately.
4.0 No-shows
Occasionally, some parties do not show up which causes us some inconvenience after we have
cleared customers out and setup the area for them. Is it possible for Build A Bear to share
cancellations with us so that we can follow up with the customers to see if the are still planning to
hold a party at Cold Stone?
For cancellations with a minimum of 24 hours notice, we will refund the service charge.
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2. Cold Stone Creamery & Univision:
Reading Program
Who:
Cold Stone Creamery franchisees (Phoenix Co-Op), Univision KTVW 33, and Univision Radio: La
Nueva 105.9 FM & Radio AMOR 106.3 FM/Recuerdo
What:
The Co-Op partnered with their local Univision TV & radio stations for a two-month promotion.
Through various radio and TV spots, kids were invited to read five books as part of the reading
program and were given a branded Cold Stone bookmark. As a sweet reward, the kids could
redeem the bookmarks for a free Kids Creation at any Cold Stone in the metro Phoenix area.
Why:
• Targets the Hispanic community – the largest and fastest growing minority segment in the
country (the Hispanic population in Phoenix is 35% and growing) and can drive new
customers into stores
• Provides opportunity to partner with a trusted brand in the Hispanic market
• Establishes a relationship with Univision
o Univision has been #1 with Adults 18-49 for seven consecutive sweeps in total
weekly viewing. They also are #1 with Adults 18-34 in total weekly viewing for 16
consecutive sweeps -- which is an all time record. (Info is for the Phoenix market only)
o TV and radio exposure to this demographic is key to increasing sales and the Co-Op
was willing to commit media dollars in order to increase brand visibility to this
untapped market
• Creates goodwill and builds community involvement
• Provides an incentive for children to read
Proven Results:
• Bookmarks: 15,000 bookmarks were printed and approximately 5% were redeemed. The
Co-Op felt this promotion was a great way to make a connection to the Hispanic
community by partnering with a credible source.
• Radio remotes: Nearly 100 listeners were on-hand at the featured Cold Stone Creamery to
get the station giveaway and other items.
• TV segments: During the segments (which were taped at a different location each time) a
cell phone number of a bilingual franchisee was flashed on-screen. It’s important to provide
a number where viewers can call to ask questions and receive an answer in their own
language. After each TV segment aired, the owner received 40 calls asking “Where their
closest CSC location was”. The segments also featured the latest products and showed
customized cakes (with the Univision logo). In addition, one segment mentioned LSM
efforts which included participation in the Fiesta Bowl parade later than afternoon. Several
callers also wanted to know where the parade was located.
• Increased traffic: Although it’s difficult to track, many of the owners (especially those in
areas with very high Hispanic populations) felt the promotion was helpful to bring new
customers into their stores.
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How:
As a community service, Cold Stone Creamery teamed up with Univision TV and Radio to ensure
that children in their community not only become more involved with reading but have the
opportunity to receive ice cream at Cold Stone Creamery for doing so! The Cold Stone Creamery
bookmarks were distributed to participating schools so that teachers would keep track of the
number of books the children read during the promotion. After completing five books, children
redeemed the bookmarks at any Cold Stone Creamery location for a free ice cream. Having this
service available at all store locations made it convenient for parents and the child as well as
provided a community service program that resulted in increased brand awareness. In addition,
remaining bookmarks were donated to schools in need of giveaways.
The talent (José Cárdenas) provided for this promotion was very active in the community and
frequented schools to read to students. As part of the partnership, he would distribute the
bookmarks to the schools he appeared at and Univision’s promotional team also delivered the
remaining bookmarks to schools.
Details:
Cold Stone received the following benefits:
• Three (3 minute) Teledía segments with Univision TV and talent José Cárdenas (aka JR).
Teledía is a Saturday morning show program which only features paid advertisers.
• 40 60-second commercials on Recuerdo 106.3 FM promoting Reading program.
• 80 30-second promos (10 per week) for 8 weeks on Recuerdo driving listeners to store
locations to pick up book marks and promote the program.
• 5 ten-second lives (5 per week) for 8 weeks on Recuerdo with JR
• 1 live, 2 hour radio remote with Recuerdo which includes:
o 2 60-second live cut ins, 6 (:30) Shared promo spots per week per station prior to
radio remote, 3 (:10 ) live liners day of the remote promoting the event, on-air talent and
set-up with station van and station give-a-ways.
• Univision Radio & TV helped coordinate & distribute bookmarks and flyers to participating
schools.
• Distribution of BOGO coupons at non-competing remotes with La Nueva 105.9 FM and
Recuerdo 106.3 FM.
• All translations as needed.
Cold Stone provided the following:

• Purchased media package as listed above for $14K.
• All BOGO coupons for remote distribution.
• All printing of the bookmarks for participating schools.
• All printing of the flyers for teachers & parents explaining the reading program.
• Selection of CSC locations for Teledías and remote.
• Coordination with Univision in delivery to participating schools.
Promotion Collateral:
Cold Stone Creamery created a 2-sided flyer for Univision to distribute to educators of the various
pre-selected schools (refer to page 5). In addition, the Co-op also produced 20,000 bilingual
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bookmarks for distribution. The bookmarks were printed in full-color on card stock and six
bookmarks were printed on each page. The cost was approximately $1,200. In addition, the Co-Op
gave Univision BOGOs which they created for another event earlier in the year.
Sample - Bilingual bookmark created for Reading Program:
Photos from a Teledía taping and radio remote:
Note: Cold Stone has had great success on numerous morning show programs in the general
market. In most markets, the Spanish-language TV outlets (Univision & Telemundo) only have
national morning show programs and it’s a challenge to be featured on the 5 and 10 pm evening
newscasts which feature only hard news. Therefore, purchasing this media package allowed the co-
op to be featured on the weekend morning show program that highlights paid advertisers only and
provided exposure to the brand.
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COLD STONE CREAMERY READING PROGRAM
In partnership with Univision 33 and Univision Radio
Dear Educators,
Thank you for agreeing to participate in the Cold Stone Creamery Reading Program. As a
community service, Cold Stone Creamery has partnered with Univision 33 and Univision
Radio to ensure that our children not only become more involved with reading, but have the
opportunity to receive a FREE ice cream for doing so!
The program is simple. The Cold Stone Creamery bookmarks will be distributed to
participating schools for teachers to complete as the children finish a total of five books.
Students need to read a total of five books in order to redeem their FREE Kids Creation at
any Valley Cold Stone Creamery. Please sign next to the ice cream medallion after each
book is read. Once all five books are read, please stamp the back of the bookmark with the
official school stamp and return to the student. The student can then redeem their
bookmark for a FREE ice cream at their local Cold Stone Creamery.
3. “Feed Your Mind” Summer
Reading Program
“Feed your mind and receive sweet rewards from Cold Stone Creamery!”
Who:
Florida Cold Stone Creamery Franchisees
What:
Read five books from your local library and receive a coupon for a free Kids Creation.
Why:
• Builds community involvement
• Incentivizes children to read
Every summer public libraries become the focal point for many children looking for
programs and activities to fill their free summer days. Many libraries sponsor reading
contests and award prizes to children who meet their designated reading goals. Some even
sponsor special programs for preschoolers and teens. This is a great opportunity for Cold
Stone Creamery to get involved and showcase the brand while building strong community
relations.
Proven Results:
4000 bookmarks were printed and approximately 1% (40) was redeemed. While this number
may seem low, this program is to increase goodwill marketing in your community. This will
be beneficial in the long term.
How:
There are more than 117,000 libraries in the United States. In addition to public libraries in
almost every community, there are thousands of libraries in schools, colleges and universities,
hospitals, law firms, businesses, and the armed forces.
Because libraries offer free access to all, they bring opportunity to all. There are several ways
to get involved in a reading/story time program. Call your local public library, elementary,
high school, college campus libraries (some are exclusively for students and some are open
to the public) and local bookstores to find out if they offer story time or reading clubs. Set
up an ice cream social with the librarians- this is a great way to dually build relationships as
well to explain the program while they eat Cold Stone Creamery ice cream!
South Florida franchisees found out how many libraries were in the area and when they had
staff meetings. They printed out bookmarks (available in the BAM Kit) and held an ice
cream social with the librarians, during which they pitched the program.
Librarian Incentive: The librarian puts their name on the back of the bookmark and places
a bookmark in books that are checked out. As the bookmarks are redeemed, the librarian
who has the most redeemed receives a free medium round cake. This incentivizes the
librarians to put bookmarks in every book.
In most libraries, after the child reads five books, the library signs off on the bookmark.
They are able to tell in their computer system how many books were read. Some libraries
use a stamp to show that a book was read. Once signed or stamped, the child brings in the
bookmark to their local Cold Stone Creamery and receives a free Kids Creation. In most
cases, the children brought their parents who also purchased an ice cream. Some libraries
reward based on the number of hours children spent reading versus the number of books
that are read. (The reason being that children who read below average should not be
penalized).
An alternative was created for children 12-16 years old. For every five books read, they
receive a free Like It Creation. Red book marks are for younger children, and green
bookmarks are for older children.
Bookmarks are printed in full color on card stock and double-sided. Four bookmarks are
printed on each page. The cost was approximately $400 for 4000 book marks.
Orange County Library System

A search on Google brought up www.ocls.com, the Orange County Library System with all
information regarding children’s programs. Every public library has a Children’s Librarian.
Making contact with this person is your first step to creating a relationship with your local
library.
Here are some additional partnership ideas:
¾ Offer to sample Kids Creations at the library or bookstore and hand out coupons or
flyers (e.g. Free Kids Creation coupons, free Kids Creation with purchase of a Love
It Creation, cake menus, Birthday Club wallet cards, $1.50 Kids Creation flyers,
Family Night information, in-store tour information (if applicable), fundraising
information)
¾ Bookmark program – distribute reading logs and bookmarks
¾ Franchisee, manager or crew member serves as a guest-readers during story time
¾ Contests- the child who reads the most books receives an ice cream social for 20
people or any child who completes the reading log is entered to win an ice cream
social or a birthday party
Competitor Analysis
Taken from Baskin Robbins’s website:
Community Partnerships for Sweet Success
Scooper Star Rewards

This program gives schools and other youth-focused organizations a simple and delicious way to
reward their kids. Colorful award certificates include a detachable coupon for a FREE Kids cone.
These rewards are primarily used to recognize children for academic achievement, outstanding
attendance, extracurricular excellence and more.
4. Summer Reading Program
Reading programs area great way to get Cold Stone Creamery’s name out in your local
community. I love giving away free ice cream to kids, because it not only shows your
support of children in your community, builds loyal customers and parents have to drive
kids to your store.
Materials Needed:
Free creation invitation
Here is how it works:

Step One: Call your local library and ask if they have a summer reading program
Step Two: Tell them you are with Cold Stone Creamery and would love the opportunity to
be a partner and encourage kids to read over the summer.
Step Three: Ask if you can set up a meeting.
Step Four: Discuss options with the library on the program, here are a few ideas...(Ruben
likes to give away a free regular ice cream so when the kids come back, they will get a
regular)
Free Regular Ice Cream Creation to all kids that read X number of books
Free Regular Ice Cream Creation to all kids that read X number of hours
Step Five: Download the Ice Cream Creations from the Intranet and add your store address,
expiration date, print and give to the library.
5.Girl Scout Patch Program
Who:
Long Island Co-op
Steve Rothenstein (AD)
What:
To work with Girl Scouts of America giving educated tours of Cold Stone Creamery. Girl
Scouts will receive a Cold Stone Creamery patch for their uniforms.
Why:
¾ Builds brand awareness
¾ Creates community goodwill
¾ Increases return visits with bounce back coupons
Proven Results:
The Long Island Co-op saw their bottom line increase $6275.00 by implementing the Girl
Scout Patch Program. At this point the Long Island Co-op has distributed 2,000 Girl Scout
patches.
How:
Many franchisees have implemented a scouting patch program in their stores through
conducting store tours. This is a great way to get Girl Scouts into stores; and with bounce
back offers a great way to get them and their families to return.
Materials Needed
¾ Cold Stone Creamery Patch for every scout attending tour (For picture of patch see
attached)
¾ Ordering Instructions: Creamery Connection-Store Operations-Ordering/Shopping-
Apparel & Uniforms-Cick link to Imagemark site. They are under CSC Promo Items.
Educational Tours
Store Tours for Girl Scouts should be educational. They can even be tailored to work in
conjunction with existing Scouting badge programs. Below are suggestions:
(4-6 years old)

¾ Tours will be with parents invited
¾ Wash hands
¾ Talk about: hygiene, making of ice cream, show machine, discuss main ingredient
(overrun)
¾ Show them the freezer, shut door
¾ Customer Service demonstration – demonstrate how our customer service cycle
works and explain the importance of good customer service and how we differ from
other concepts – emphasis on the Cold Stone Truth
¾ Trace from Cow to Ghea (freezer) how ice cream is made and to taste freshly made
ice cream
¾ Each child gets a Kids size -mix in own choice. Optional: have Birthday Cake Remix
already per-made in cups place in freezer
(6-8 years old)

¾ Have all girls wash hands before starting
¾ Talk about: hygiene concerns, safety concerns, discuss heat of stove, coolness of
freezer, coldness of blast, feel outer door.
¾ Need for oven mitts/jacket to deal with cold
¾ Discuss “freezer burn”
¾ Trace ice cream from cow to Ghea (freezer) how ice cream is made
¾ Ask where ice cream comes from in stores? Refrigerator trucks?
¾ Show dating of product and explain why? Rotation/freshness
¾ Kids make their own ice cream
(3rd thru 6th grade)-Cadets (6th thru 8th grade) - (High School)
¾ These three groups can get the same educational tour
¾ Health/Hygiene: Food handlers Certification requirements, area maintenance,
personal hygiene (uniforms and personal server expectation) gloves, dating,
management of issues “i.e.” fridge power down
¾ Practical Math: Scheduling math-hourly consideration to meet customer needs.
Cooking/baking brownies, mix-ins. Income verses cost comparisons, investigate
scope of cost: electric, rent, labor, maintenance insurance, trucking delivery
¾ Food: Product dating, ingredient listing, nut allergies
¾ Science: Ice cream making, main ingredient, crystallization concerns addressed, need
for multiple freezer temperatures. Science of happiness, ice cream as comfort food,
the atmosphere, show, fun, tips and the attitude
¾ Customer Service: Everyone is in Public Relations, problem management
¾ Have every scout create their own creation a Like it or Love it size
Scout Leaders must:

¾ Call local store and make an appointment to schedule a tour or fill out a flyer/form
¾ Have all girls/boys wear closed toed shoes
¾ Have hair tied back in ponytail
¾ Must wear a hat or visor if they are at stone
¾ Maximum 20 girls/boys- they can be split up into two groups
¾ They will are earn a Cold Stone Creamery patch when they are done with tour
Cost
¾ Cost per Scout should be based on what is reasonable for your area. In Long Island
the cost is $8 per person while in Phoenix the cost is $3-4 per person.
¾ Material Costs – badge prices (coming from Imagemark); printing costs for
ads/flyers/ cost of product$.48 each with iron on backing.
1000 tours at $8 each = +$8,000
Advertisement -$150
Patches -$480
Ice Cream Cost -$950 (based on Like It food cost)
=$6420 profit (not included: labor, printing costs)
Sample Talking Points during Tours

Health/Food Safety – is very important and has a direct affect on the health of customers.
¾ Hand washing – very important in overall sanitation – hands must be washed
multiple times during the day
o Wash you hands for the count of 30 seconds – good rule of thumb; sing
happy birthday song to your self twice
o Scrub everywhere including under nails and up to wrists and back of hands
o Always use soap and rinse with warm water
¾ Temperature Danger Guide – is the danger zone that food can begin to grow
harmful bacteria.
o Danger Zone: 41-135 degrees
¾ Temperature Guide
o Walk-in Freezer: 2 to 3 degrees
o Walk-in Cooler: 35 to 40 degrees
o Reach-in Freezer: 2 to 3 degrees
o Reach-in Cooler: 35 to 40 degrees
o Blast Freezer: -30 degrees
o Ghea Cabinet: 4 to 6 degrees
o Frost Top (stone): 16 degrees
o Cake Display: -5 to 0 degrees
¾ Dating Products/Expired Products
¾ FIFO – first in first out
o Always use perishable items that have been opened first before you use
newer items
Tying this Program into the Girl Scout Badge Program

¾ Daisy level badge links:
Yellow Petal-friendly and helpful-Front counter tour emphasis on
how Cold Stone employees are friendly and helpful to customers.
Role play with daisies, girls can play cash register and customer or
greeter and customer
¾ Brownie level badge links:
Eat Right Stay Healthy - Focus on healthy options at Cold Stone,
look at packages in back
¾ Junior level badge links:
Business Wise
Careers
Food Power - focus on healthy options in creations, read package
labels in back
¾ Cadets and up-Helpful to have Women owners and managers for these projects:
The Food Connection; Technology; Career Exploration; Public
Relations; Skill Builders; Technology; Service Projects; Career
Explorations;
Your own Business
** If groups are too large, divide them into two groups; one group getting the tour and the
other learning Cold Stone Creamery songs in the lobby or making creations.
** After tour, questions/answers and making their creations the owner will hand out the Girl
Scout patch compliment them and thank them for coming
Marketing your Program

¾ Contact your local Scouting Organization (Bring samples!)
¾ Advertise in Scouting publications- relatively inexpensive
Industry Analysis
Girl Scouts of the USA is the world’s preeminent organization dedicated solely to girls—all
girls—where, in an accepting and nurturing environment, girls build character and skills for
success in the real world. In partnership with committed adult volunteers, girls develop
qualities that will serve them all their lives, like leadership, strong values, social conscience,
and conviction about their own potential and self-worth.
Founded in 1912 by Juliette Gordon Low, Girl Scouts' membership has grown from 18
members in Savannah, Georgia, to 3.6 million members throughout the United States,
including Puerto Rico and the Virgin Islands, and in more than 80 countries through USA
Girl Scouts Overseas.
¾ Still Growing Strong
Today, there are 3.6 million Girl Scouts—2.7 million girl members and 928,000 adult
members working primarily as volunteers.
¾ Program Goals
The Girl Scout program can change the way girls see the world and their place in it. Girls
learn the importance of personal responsibility, the value of goal-setting, the spirit of
teamwork, and the thrill of accomplishment. The Girl Scout program is based on the Girl
Scout Promise and Law and four fundamental goals that encourage girls to:
• Develop to their full potential.

• Relate to others with increasing understanding, skill, and respect.
• Develop a meaningful set of values to guide their actions and to provide for sound
decision-making.
• Contribute to the improvement of society.
Girl Scouts are divided into Daisy Girl Scouts (ages 5-6), Brownie Girl Scouts (ages 6-8),
Junior Girl Scouts (ages 8-11), and STUDIO 2BSM for girls ages 11-17.
6. Ice Cream Parties
OBJECTIVE
Awareness, community goodwill, increase sales, happiness in your trade area
PROGRAM DESCRIPTION
Sampling in your trade area is a cost effective way to introduce Cold Stone in your back yard
to potential new customers or a good reminder. It’s also a wonderful promotional tactic that
differentiates us from our competition. Think about it, most of you purchased a franchise
because you tasted the product and fell in love with it. Ice Cream parties will get people
talking to their friends and families. It’s not very often that people talk about an ad they saw
or heard, but if you actually go out and bring ice cream to people it’s a great way to build
your business.
The key to the success of this promotion is that potential new customers get introduced to
our ice cream and try it immediately and a good reminder to customers who already love
Cold Stone.
Visit three to four businesses per week
MATERIALS
Bounce-back coupon
Menu
Creation Samples
Labels for the Creation Lids (do not write on the lids)
Spoons
NOTE: Any coupon that has a picture of our ice cream or cake must be printed
in color, have an expiration date and franchisee address
TIMING
4 weeks prior Prepare list of businesses
3 weeks prior Prepare bounce-back coupons
1 week prior Contact businesses to set up ice cream parties – find out how many
samples to have prepared
Discuss the program with your crew members
Print Labels for the Creations – put on lids prior to assemble (doesn’t
stick as well when frozen)
Start assembling samples depending on number of appointments
1 day prior Confirm appointment with business
Start You will make everyone’s day!

Visit Business
Ask if you can sample either in the conference room or the kitchen
(we’ve even sampled at someone’s desk)
Set out cakes, brochures and bounce-back coupons
Slice the cake into small samples
Taking points on the new cakes and where you are located
6 weeks after: Evaluate results

7. Little League Marketing
Hit a Home Run By Building Sales From the Inside Out

Want to have hundreds of new faces in your store in one week? This easy local store
marketing program allows you to connect with your community all while building sales.
Snapshot of Program
Every spring, parents across the county are signing up their children for Little League. Why
not have them sign up in your store? This gives families a convenient place to sign up and
you have a chance to meet them in person.
Have Parks and Rec set up a table in your store and conduct Little League sign up from 5-7
p.m. for four consecutive nights.
Give each child a free Kids creation for signing up. Just think of all the parents who will
want to buy their own creation. You’ll be giving product free to the kids but making a sale
with their parents (and maybe siblings).
Possible # of Parents who Possible sales

children to could buy a increase
sign up creation
500 250 $1,937.50
Who To Visit
All you have to do is visit your city’s Parks & Rec Department. Their office is typically
located in or near City Hall. Just stop at City Hall or the Mayor’s office and ask them to
point you in the right direction.
Buyer Motivation
Parks & Rec could help boost sign ups by having registration at a Cold Stone Creamery store
because each child will receive a free creation. They could send a flyer home with kids at
local schools to help boost sign up!

When visiting Parks & Rec, make sure you have some samples of ice cream with you. It always seems
to open up doors!
1) Ask if you could please speak with the person in charge of registration or sign up
2) Let them know that you may have an idea that would help boost sign up
3) Then, tell them that they are welcome to set up a table in store for a few nights or a
week if necessary so families can sign up for Little League at Cold Stone Creamery.
4) Let them know that you will be donating a FREE Kids creation to any child who
signs up!
5) From there, work with them on the dates and time
6) Ask if they could send out an e-mail or letter to parents letting them know and alert
the local newspaper of the sign up.
8. Local School Marketing
Building relationships with key influencers is the secret ingredient to your long term success.
Here is an LSM Program that focuses on starting a rapport.
The conduit -- a special VIP tasting party while informing them about fundraisers and CSC
menu items.
And the best part…it all takes place at your store!
Snapshot of Program
Depending on the rotation of your local schools, the middle to end of August is a good time
to host an informal tasting party for area educators. The idea is to invite them in for their
very own “happy hour” to:
1) Indulge in free cake samples
2) Introduce them to the team and store manager
3) Pick up information on how to raise funds for their classroom and other clubs within
the school
It’s not a formal party, so educators can drop on their way home, grab a free ice cream and a fundraising
packet. They don’t have to stay long (unless they want to).
You may want to check with your local school districts to see if they are back in session in
early August. If not, you’ll want to hold off on this one until September.
The concept of the program is to have a two hour tasting event at your store. Have a table
set up in the lobby with fundraising information, cake brochures, a special offer (like $3 off a
cake purchase) and even a few B2B folders.
Here’s how to get started:

• Have a list of local elementary, middle and high schools in your three to five mile
radius
• Print invitations (see Creative Marketing for a template), and distribute invites at
least 8 days before your event.
• Visit the schools and ask speak with the front desk. Ask them if you could
distribute an invite to the principal, teachers, coaches, PTO, etc. Let them know
that it’s a free tasting event to honor area educators – an informal “get acquainted
ice cream party”.

The only way to really know how many people will be attending is to have them RSVP.
Consider having them e-mail you with their RSVP or by calling the store. If you are having
them call the store, put a sign up sheet by the phone station so team members can write
down the teacher’s names. Also, keep an invite handy so team members can reiterate time,
date and location. Also, consider posting specific driving directions next to the phone station
in case you have teachers attending who are not familiar with where you are located.
Who To Visit
The front desk of each school.
Buyer Motivation
When visiting each school’s front office, let them know that you are inviting all area schools
so they can sample Cold Stone Creamery ice cream and learn about easy, fun ways to raise
funds for their classroom or any school group. We’re not asking them to purchase anything
– it’s just a fun, sampling party.
Sampling Tips
When visiting schools and dropping off invites, give samples of Grab & Go to the front
office. It’s a great conversation starter – it allows you to tell them what’s new with Cold
Stone Creamery. Plus, people LOVE free ice cream. Remember, every person you meet
is a potential customer.
Helpful Information to Know

For elementary schools and middle schools, invite members of the PTO, the principal,
teachers and coaches.
For high schools, invite the principal, teachers, coaches, students who are the president of
school clubs, and members from the alumni association who may be looking for on-going
fundraising ideas. Some high schools
are now employing a “Director of Fundraising”. If the school has such a person, be sure to
invite them.
It is recommended that you host the party on a Tuesday or Wednesday night. It gives them
Monday/Tuesday to see the invitation at work which will remind them about the event.
The Day of The Party

• Decorate a table and have fundraising information out
• Sample
• Designate a team member to “man the booth” during the party. The table should
have:
o Fundraising flyer that explains the different programs
o Cake brochure
o B2B folders (in case they want to set up a cake program)
o Coupons ($3 off a cake to entice them to pick one up that night or stop by at
a later date).
Capturing Information
It’s all about who you know. Have a registration box out during the party, with registration
forms, so you can capture the attendee’s name, address and/or e-mail address. Obtain at
least six gift certificates from area businesses (spa certificate, movie passes, video rentals,
family passes for a game of putt putt, etc).
To give the party some pizzazz – do a drawing for a gift certificate every 20 minutes.
Program Variation
You may run across school districts that feel like it would be more convenient to have this VIP Party
at the school. It can work this way too. Just choose the night, have the school promote it to the
teachers, bring samples of cakes and creations and have fundraising information available.
9. Police Departments
“Safe Summer Program”
Who:
Marjie Burgasser
Store #1358
Albany, NY
What:
Give free Kids Creation coupons to police officers. Police officers patrolling the streets give
them to children when they are seen wearing their helmets when biking.
Why:
¾ Builds community relations
¾ Increases brand awareness
¾ Increases overall sales
Proven Results:
The Program kicks off mid-June.
Leo Kauranen
480-362-4917
Where:
Albany’s population is approximately 95,000 people. The following table shows the number
of children in Albany, NY:
Age Number Percentage of total Population

Under 5 years 5384 5.63%
5 to 9 years 5584 5.84%
10 to 14 years 5142 5.38%
15 to 19 years 8772 9.17%
http://albanyny.areaconnect.com/statistics.htm
Additionally, households with children account for a quarter of Albany. By giving free Kids
Creations to children for doing good deeds, increases pester power to go to Cold Stone
Creamery as a reward:
Households with individuals under 18 years 9908 24.34%

How:
Marjie was invited to do this program by the legislative representative who initiated the
program. Friendly’s, Ben & Jerry’s and Stewart’s have done this in previous years. Cold
Stone Creamery offered 1500 coupons to the Police Department to reward children for
wearing their helmets when riding their bicycle. An estimated half a million Americans
sought emergency treatment for bicycle-related injuries in 2004. Head injuries accounted for
69,500 of these cases. In Albany, 25% of the population is under 19 years old and are the
primary bike riders.
Mr. Stuart Davis

Cold Stone Creamery
327 Congress Park Center
Saratoga Springs, NY 12866
Dear Mr. Davis:
In 1997, Senator Joseph Bruno and I initiated the SAFE SUMMER Bike Helmet Program in
an effort to promote bicycle safety and encourage children to wear helmets while riding bikes,
scooters or in-line skates. Specifically, this program rewards children with free ice cream cones when
they are seen by a uniformed law enforcement officer obeying New York’s bicycle helmet safety law.
If a child is seen without a helmet, they are given a coupon for $5off the regular price of a bike
helmet at participating stores.
The Safe Summer Program is extremely popular with children and families throughout the
Capital Region. It promotes a positive relationship between police officers and children, while
encouraging the use of bike helmets. In addition, we have found that when a child receives a coupon
for an ice cream cone or a discount on a bike helmet, it most often brings the entire family to the
store when it is redeemed.
Over the years, the Safe Summer Program has grown in popularity. Currently, more than 40
greater Capital District region police departments participate. Stewart’s Shops, Friendly’s, Ben &
Jerry’s and Dick’s Sporting Goods have all participated in past years.
Once again, we are gearing up for another Safe Summer season. I respectfully request your
consideration of giving coupons for a free small ice cream cone for those children who are caught
wearing a helmet. For your information, I have enclosed copies of last year’s tickets, along with a
printout of the participating law enforcement agencies. We would like to include Cold Stone
Creamery in the promotion of this popular public safety program. If you have any questions, please
contact Anne Donlan at my Albany office at 455-3751.
Again, thank you for your consideration.
Sincerely,
James N. Tedisco
MINORITY LEADER
JNT/awd
Enc.
Skull Study Proves Bike Helmets Work
By: Alan Mozes

HealthDay Reporter
MONDAY, April 24 (HealthDay News) -- Experiments conducted with water-filled human

skulls confirm that bike helmets that meet U.S. standards do protect kids from head injury.
To come up with the results, the researchers dropped helmeted skulls onto a metal anvil,
testing whether the helmets protected against fracture-inducing impact.
While the method may seem startling, the results should please parents everywhere.
"We were able to objectively measure that helmets do provide a benefit, absolutely, beyond
question," said study lead author Dr. Chris A. Sloffer, a neurosurgical resident at the
University of Illinois College of Medicine, in Peoria.
The findings were expected to be presented Tuesday at the annual meeting of the American
Association of Neurological Surgeons in San Francisco.
Sloffer and his co-author, pediatric neurosurgeon Dr. Julian J. Lin, noted that an estimated
half a million Americans sought emergency treatment for bicycle-related injuries in 2004.
Head injuries accounted for 69,500 of these cases.
In the same year, 600 people died as a result of bicycle accidents, with two-thirds of those
deaths due to traumatic brain injuries.
The researchers further pointed out that children 15 and younger are the age pool at greatest
risk for bicycle injuries, accounting for 40 percent of related deaths.
In the United States, the most recent national safety standards for bicycle helmets were
established by the Consumer Product Safety Commission (CPSC) in 1999. The standards
were drafted to ensure that helmets do not block rider vision, do not come off when a rider
falls, and offer significant protection upon impact with a hard surface.
Sloffer and Lin assessed these standards by testing four identical, commercially available
helmets on four human skulls. The skulls had been filled with water to approximate the
weight of a child's head -- about four pounds.
The researchers dropped the skulls -- bare or helmeted -- from various heights onto a metal
anvil. Skulls without helmets were dropped from a height of two feet and up until a fracture
was observed.
Acceleration monitors fitted onto all the skulls compared degrees of impact deceleration --
the force the head absorbs when it's forced to come to a quick stop.
The researchers found that U.S. standard helmets offered the intended head-injury impact
protection in falls originating from as high as three feet off the ground. The tests did not
involve drops from heights exceeding three feet, so it's unclear what protection might be
offered beyond that level, Sloffer said.
In contrast, un-helmeted skulls experienced impacts approximately four to eight times that
of helmeted skulls in the heights tested.
Further tests, designed to simulate accidents involving "crushing situations" -- such as being
impacted by a vehicle -- demonstrated that helmeted skulls are able to resist compression at
loads as high as 470 pounds. By contrast, un-helmeted skulls fractured under these
conditions.
"These tests demonstrated that there is a significant decrease in deceleration -- the force that
the head feels when it comes to a quick stop -- if you are wearing a helmet compared to if
you are not," said Sloffer.
This benefit should hold up whether a bicyclist simply falls on his or her head, or suffers a
crushing impact, the researchers found.
Future study should explore the relationship between the force of impact and the degree and
nature of brain injuries, the researchers said. And because helmets used for skateboarding,
in-line skating, baseball, and roller hockey are governed by different CPSC standards, the
team said their future research will also focus on the relative benefits of these types of
equipment.
The findings should give helmet-less bikers pause for thought, Sloffer said.
"To people who are against wearing helmets because of freedom issues or what have you, I
can now say that, 'Yes, there is a benefit [to helmets], and I can prove it,' " he said.
Sloffer believes the findings can help improve helmet design, too.
"Helmet designers could always use our methods and take what we've learned, feeding that
back into the helmet design stage to make a helmet that's even better and provides even
greater protection," he said. "There's no reason why we couldn't design a helmet that is even
better."
Dr. Dennis Durbin, a pediatric emergency physician at the Children's Hospital of

Philadelphia and a member of the National Committee on Injury and Poison Prevention
with the American Academy of Pediatrics, expressed enthusiasm for the findings.
He said the current study backs up earlier lab work conducted in the mid-1990s. That
research suggested that bicycle helmets reduced the risk of serious brain injury in an accident
by up to 88 percent.
But Durbin cautioned that all the research in the world won't make a difference if riders
aren't aware of how best to wear a helmet in the first place.
"They have to fit snugly to the head, low over a forehead," he advised. "A lot of people put
it on and flip it back on their head, so if they were to look up, they would not see the brim of
the bicycle helmet, and that is not good. People need to be made more aware that there's a
proper way to wear a bicycle helmet, if you want to get the maximum benefit out of it," he
said.
More information
For more on bike helmet safety, visit Bicycle Helmet Safety Institute (www.bhsi.org ).
SOURCES: Chris A. Sloffer, M.D., neurosurgical resident, University of Illinois College of

Medicine, Peoria; Dennis Durbin, M.D., pediatric emergency physician, Children's Hospital
of Philadelphia and member, National Committee on Injury and Poison Prevention with the
American Academy of Pediatrics; April 25, 2006, presentation, annual meeting, American
Association of Neurological Surgeons, San Francisco
10. Store Tours/Field Trips
Who:
Jack Lix
Michael Dragovich
Peggy & Jeff Stockdill
Glenn Brougham
What:
Store tours for elementary and junior high school children. Children who participate in the
tour will receive an educational activity book geared towards children that includes puzzles
and games about ice cream.
Why:
• Creates a partnership with local schools
• Increases sales during slower times
• Many schools have a limited budget for field trips; this is a great opportunity to
showcase an idea that does not cost the school much money.
• Children want to come back to Cold Stone Creamery to “teach” their parents what
they learned
Proven Results:
In the summertime Peggy does at least 2 per week (1-2 during the school year). She has not
seen any decline in SSS. In January-February, Peggy saw an increase of 30% and was even in
March. “Community involvement was key to this.”
Jack charges only for the price of the ice cream which is required for every child. This
equates to beginning the shift with anywhere from $30-50 in sales (approximately $3.00 per
child).
At 15 children, charging $3.00 per student, this is $45.00 for the group. At $5.00 per student,
this is $75.00 for the group. This does not include the bounce back coupon that the children
will take home to their parents for pester power! If 2 of these are booked per week at
$5.00 per child, this is an additional $7800 per year in total sales.
Where:
Anywhere there is a school, summer camp, day care centers, city parks, recreational
departments, or church organizations.
Leo Kauranen
480-362-4917
How:
Summer camps are always looking for a field trip. School budgets are always getting cut.
This is a great opportunity to get involved with local schools and offer a low-cost fun but
educational field trip.
How Many? 10-15 children depending on the size of store- if any larger than 12 students,
split up class into two groups and do back of the house with one group and front of the
house with the other, and then switch.
How Long? 1-3 hours depending how long you negotiate the tour for. Schedule the tour
before opening or before 12pm. (9am-12p) Peggy’s tour lasts 45 minutes.
Preparation:
• White board with the words
“Banana’s Unite!”
“Peel”
“Slice”
“Mash”
“Eat”
“Go” written.
• Mix/ Order of Production Chart
• Stools in case the children mix on the stone
• One bladder sweet cream mix, one flavoring (e.g. mint)
• Stone already set up in advance. At least 4 sets of spades
• Step stools for younger children to use at the stone for mixing
Agenda
1) Start the day by welcoming the children to Cold Stone Creamery.
Discuss Cold Stone Creamery philosophy and mission statement
• We want to bring to the community where we live, work and play an
incredible ice cream, superior service, and a clean environment. We will be
present or be active in some way in as many community events as possible.
We want to bring Cold Stone Creamery into the schools with reading
programs, fundraisers, tours and educational tools. We want to encourage
our crew to use their time outside the store to volunteer in the community,
bring new ideas and concepts to the store, making each one a representative
for our store in whatever they do.6
• Explain the two rules: 1) NEVER every touch the stone with anything other
than the spades or scraper. 2) The importance of washing hands. Reiterate
rules throughout the tour.
2) Ask the children who has been to Cold Stone Creamery before and what types of ice
cream they like. Explain why we sing at Cold Stone Creamery. Bring out the white
board, and ask them if anyone can read the first word (Peel). Go through all the
words on the white board and demonstrate “Banana’s Unite”. Have the children
6
Thanks to Peggy Stockdill in Crystal, MN for this information!
practice the song as a group. Explain why we sing, and what type of environment
Cold Stone Creamery is- fun, clean and great ice cream.
3) Have all the kids wash hands and explain why it’s important not to touch any food
items.
4) Discuss the 3-Compartment sink and why there are 3 sinks at Cold Stone Creamery
versus only one at home. Explain how important it is to wash dishes and wee
beasties.
5) Tour the backroom including the dry good. Make sure to show the giant dipping
chocolate as well as the large boxes of Reese’s Peanut Butter Cups and gummy bears.
6) Take the children in the back room and explain how ice cream is made.
• Pull out one bag of sweet cream mix
• Pull out one bottle of flavoring
• Show them the batch freezer aka the “Magic Freezing Chamber”. Explain
and demonstrate the process of how ice cream is made.
• Bring the group together and extract the ice cream. Get some spoons and
give tiny samples to the group as it is being extracted.
7) As the mix is freezing and creating overrun, split the group into two and put half the
group in the freezer and half the group in the refrigerator. Be sure to let them know
that the freezer holds up to 300+ gallons of ice cream plus cake and fruit. Have
them race to find a specific item (ie. The freezer group must find the blueberries, and
the refrigerator group must find the Sprite.) Once they’ve found it, they switch and
do the same thing. The first group to find 3 things each wins! (Remember to tell the
kids that they can’t be locked in!)
• Explain the importance of math and spelling in the ice cream business. Bring
out the cash register and explain the pennies, nickels, dimes, quarters (e.g.)
Nickels go 5, 10, 15, 20.
8) Put the ice cream in the blast and have all the children touch the blast. Let them
know the temperature of it and give them a real life example of -30 degrees. For
example: “if you think -30 degrees is cold, the coldest place in the USA is in Alaska
where the temperature was recorded at -80 degrees and this is what happened to one
traveler!
9) Bring the group to the frontline and have the children come behind the stone in
groups of three. Help them mix their creations. Give the children spades and
explain the importance of food safety. The manager/owner pulls a Kids scoop and
places it on the stone with a divot. Demonstrate a Kids Creation (e.g. Delicious
Dirt). Pull ice cream for each child (have them decide in advance). Put on stone and
add mix in of their choice. Let the child mix the ice cream. Have the
manager/owner put in a Love It sized cup with spoon. After the first 3 have
finished, bring the next three.
• If children are too young, have the teachers get in aprons and hats and let
them make the Creations for the children. Give the children quarters and let
them put it in the tip jar- the teacher must come up with a song after each
Creation. Take photos and send them to the school. Photographs are a
great marketing tool- a constant reminder of Cold Stone Creamery!
10) The children all receive a picture to color with a coupon on it, when they finish
coloring it, they can give it to their parents to get a Creation with purchase of an
adult sized Love it Creation. Older children (4-7th grade) receive a sheet of ice cream
facts.
Price
There are multiple ways franchisees can charge for the school tour. Each student should
receive a Buy a Love It Original and receive a free Kids Creation coupon.
• Give a 10-20% discount
• Charge just for the Kids Creation for each child.
• Charge $2.00 per child
• Charge $4.00 for a Kids Creation (tour included) or $5.00 for a Like It Creation
• One chaperon per 10 kids eats free, others get a 20% discount
• Peggy Stockdale does it for free as she sees this as an opportunity to give back to the
community and it helps build relationships. Children can bring their own money in
to ‘upsize’ their Creation to (e.g.) a Like It for an extra $1.09. This is particularly
helpful in a lower income area.
Marketing
Print out copies of the agenda and hand out to the key decision makers for mother’s groups,
daycare centers, Girl Scouts, elementary and junior high schools.
Considerations
• Try not to book a tour when cakes are being built and decorated. You may not have
enough room in your store.
• This can be customized depending on how long the children will be on their field
trip.
• For older students, a “teaching” workshop can be done. For example, labor cost or
food ordering (if I made $1,000 last week and used 10 boxes of sweet cream but next
week I know it's going to be sunny, what should I do?
• For locations located in diverse markets, language classes could be taught in-store.
For example, Spanish language classes could come to Cold Stone Creamery and learn
what the different items in store mean in another language.
• For groups over 10 years old, explain what it means to be an employee at Cold Stone
Creamery. They are at an age where they think it would be ‘cool’ to work at Cold
Stone Creamery.
• For older students, (juniors in high school), explain what someone needs to start a
business- some unexpected real life examples.
Store Tour Agenda
9:00 am: Arrive at store

Introductions “What’s your favorite ice cream?”
Explain and Demonstrate “Banana’s Unite” Song
9:20 am: Wash hands

Explain the importance
9:30 am: Store tour

Explain 3-compartment sink and the importance/differences
Dry Goods and Candy
9:45 am: Explanation of how to make ice cream

Sweet cream mix
Flavoring
Batch Freezer
10:00am: Make one ice cream

Refrigerator/Freezer Relay Race
10:15am: Ice cream extraction

Free tastes for all!
Explanation of ice cream storage- it’s a blast!
Math and Spelling are important!
10:30am: Make own Kids Creation

11:00am: Head back to school!
These can be handed out to all the kids when they leave!
Here are some fun facts about ice cream!

¾ Americans spend over 3 billion dollars ($3,000,000,000) a year on ice cream.
¾ What day of the week is the most ice cream sold? Sunday
¾ Which age group eats the least ice cream: 2-12, 13-44 or 45 and up? 13-44
¾ What is the earliest recorded date of existence of ice cream? A form of “ice cream”
existed in China’s Tange period (A.D. 618-97) It was made from Buffalo milk, flour
and camphor.
¾ What country consumes the most ice cream per capita? Most sources credit the
United States.
¾ What is the biggest ice cream sundae made? 12 feet high and made with 4,667 gallons
of ice cream and 7,000 pounds of toppings in Anaheim, California in 1985.
¾ Who is more likely to order ice cream for dessert- men or women? -Women
¾ What causes an “ice cream headache” or “brain freeze”? - The cold that touches the
top of your mouth imitates a nerve that swells blood vessels in you head. The nerve
center on the roof of your mouth overreacts to the cold temperature and tries to heat
your brain.
¾ What is the world record for eating ice cream? -Three pounds, six ounces in 90
seconds. (That’s an Every bodies size)
¾ Name the top 5 state that produce the most ice cream? – 1. California, 2. Indiana 3.
Ohio 4. Illinois 5. Michigan
¾ July is National Ice Cream Month.
¾ 50 is the average number of licks it takes to finish a single scoop ice cream cone.
¾ 98% of all the households purchase ice cream.

¾ The average American eats 23.2 quarts of ice cream and dairy each year. In 1920 the
average person ate 3 pints.
¾ Dolly Madison served ice cream at the second Inaugural Ball in 1812.
¾ The first ice cream parlor opened in New York City in 1776
¾ The evolution of ice cream:

Alexander the Great enjoyed snow (ice) flavored with honey and nectar. King
Solomon also was fond of iced drinks during harvesting. During the Roman Empire,
Cesar frequently sent runners into the mountains for snow which he flavored with
fruits and juices.
Marco Polo returned to Italy from the far east with a recipe that closely resembled
what is now known as sherbet. Historians estimate that the recipe evolved into ice
cream sometime in the 16th century.
The first official ice cream in the New World comes from a letter written by a guest
to Maryland Governor in 1744.
The first advertisement for ice cream in this country appeared in the New York
Gazette on May 12th, 1777, when Phillip Lenza announced that ice cream was
available “almost every day”.
Records kept by a Chatham Street , New York merchant show that President George
Washington spent approximately $200 for ice cream during the summer of 1790.
That would be almost $10,000 today.
The first ice cream cone was produced in 1896 by Italo Marchiony. Marchiony, who
emigrated from Italy in the late 1800s, invented his ice cream cone in New York
City. He was granted a patent in December 1903.
Although Marchiony is credited with the invention of the cone, a similar creation
was independently introduced at the 1904 St. Louis World's Fair by Ernest A.
Hamwi, a Syrian concessionaire. Hamwi was selling a crisp, waffle-like pastry --
zalabis -- in a booth right next to an ice cream vendor. Because of ice cream's
popularity, the vendor ran out of dishes. Hamwi saw an easy solution to the ice
cream vendor's problem: he quickly rolled one of his wafer-like waffles in the shape
of a cone, or cornucopia, and gave it to the ice cream vendor. The cone cooled in a
few seconds, the vendor put some ice cream in it, the customers were happy and the
cone was on its way.
In the 1920’s, the cone business expanded. Cone production reached a record 245
million. Now, millions of rolled cones are turned out on machines that are capable of
producing 150,000 cones every 24 hours.
The following are 2 great examples of a franchisee successfully
executing store tours in his area:
Field Trip/Tour
Where?
The Boynton Beach Cold Stone Creamery which is located in the Catalina Centre
(SW corner of Gateway & Congress : Target & Best Buy in Center)
Who?
Any group of children who would like a behind the scenes tour of Cold Stone Creamery.
Summer camps, church groups, school class, boy scouts, girl scouts, etc…
Cost?
$4 per child for the tour and a Kids ice cream creation.
$5 per child for the tour and a like it size ice cream creation.
Chaperones eat free! (one chaperone per 10 children) (20% discount to more chaperones)
What will the tour consist of?

Groups will be learning how to make ice cream, make waffle products, mix ice cream, tour
the walk in refrigerator and freezer, taste test ice cream right after it has been made, taste test
waffle products, etc. Some groups may get to mix their own ice cream on the stone. Tours
will be conducted by a former Palm Beach County teacher.
How long will the tour take?

About an hour and a half.
How large can a group be?

No more than 40 children. The smaller the group the more they learn.
When can we do a tour?

Any day of the week between the hours of 10am and 2pm. (preferred can accommodate
other times) (No Tuesdays)
Who should I contact to make reservations or if I have questions?

Please call Gerri Dragovich at 739-5353.
Field Trip Information
Not only will your students learn how to:
• make ice cream
• make waffle products
• mix ice cream
They will also get to:

• tour the walk in refrigerator and freezer
• taste test ice cream right after it has been made
• taste test waffle products
Teacher Tools/Lesson Enhancers (What will students learn other than ice cream):
• Food rotation and its importance
• Proper food temperatures
• Air density (Cold air sinks & hot air rises)
• Uniform and non-uniform mixtures
• Etc……
We can provide worksheets for students to complete before, during and/or after their tour to help enhance
their learning.
Of course no trip to a Cold Stone Creamery would be complete without having an ice
cream. Each student will get to enjoy an ice cream creation. Select students, at the teacher’s
discretion, will get to mix their own ice cream creation on the stone.
JUST THE FACTS: ICE CREAM SALES AND TRENDS
Overview
• Total U.S. production of ice cream and related frozen desserts in 2004 amounted to
about 1.6 billion gallons, translating to about 21.5 quarts per person. Source: U.S.
Department of Agriculture (USDA)
• Based on ice cream consumption figures, the top five individual flavors in terms of
share of segment in the United States are: vanilla (26%), chocolate (12.9%),
neapolitan (4.8%), strawberry (4.3%) and cookies n' cream (4.0%). Source: The NPD
Group's National Eating Trends Services
• In 2004*, total U.S. sales of ice cream and frozen desserts reached $21.4 billion. Of
that total, $8.1 billion was spent on products for "at home" consumption, while
$13.3 billion was spent on "away from home" frozen dessert purchases (scoop shops,
foodservice and other retail sales outlets.) Source: 2005 Dairy Facts/International Ice
Cream Association
• Ice cream and related frozen desserts are consumed by more than 90% of
households in the United States. Source: Mintel
• According to 2004 U.S. production, regular ice cream accounts for the largest share
of the frozen dessert market, at 59.9%. Reduced-fat, light, lowfat and nonfat ice
cream account for 27.8% of the market, followed by frozen yogurt (4.3%), water ice
(4.1%), sherbet (3.5%) and other (0.5%). Source: USDA
Production
• In 2004, California once again produced the largest volume of ice cream and related
frozen desserts in the United States, followed by Indiana, Texas, Illinois,
Pennsylvania and Minnesota. Source: USDA
• The United States leads the world in annual production of ice cream and related
frozen desserts at about 1.6 billion gallons in 2004. Source: USDA
• In 2004, about 8% of the milk produced in the U.S. was used to make frozen dairy
products. Source: USDA
Sales
• In 2003*, about 86% of packaged ice cream retail sales happened in supermarkets.
Convenience store sales were second at 11.4%, drug stores were third at nearly 2%,
with 0.6% occurring at other locations. Source: Mintel
• Based on supermarket statistics in 2001, ice cream volume sales by quality segment
were: superpremium (3.5%), premium (51.5%) and regular (45%). Source: IRI
• Nearly 80% of supermarket ice cream sales are packaged in half-gallon containers.
Source: IRI, 2001
Novelties
• Novelties are separately packaged single servings of a frozen dessert - such as ice
cream sandwiches, fudge sticks, fruit and juice bars - that may or may not contain
dairy ingredients.
• The total frozen novelty market in 2004 was valued at $2.4 billion, up 1.3% over
2003. Source: IRI Magazine
• In 2003*, about 62% of American households purchased novelties. Source: Mintel
• Mirroring a similar trend in ice cream, vanilla is the top flavor for novelties, with
more than 27% of the volume share. Fudge is the next highest stand-alone flavor
share, with nearly 8%. Source: IRI, 2001*
• In 2001 supermarket sales*, ice cream bars (25%) were the largest dollar market
share of the frozen novelty market, followed by yogurt novelties (20%) frozen ice
(14.1%) ice cream sandwiches (13.5%), and ice cream cones (10%). Source: IRI
• Total U.S. exports of ice cream reached nearly 24,000 metric tons in 2004 — worth
about $50 million. Source: USDA/International Ice Cream Association
• Mexico is the single largest market for U.S. frozen dessert exports, with an estimated
value of almost $17 million. Canada was the number two destination for U.S. frozen
dessert exports, valued at $6.6 million. Japan ($3.6 million), United Kingdom ($3.4
million), and Hong Kong ($3.1 million) are third, fourth and fifth respectively.
Source: USDA/International Ice Cream Association
HISTORY OF THE ICE CREAM CONE
For over a century, Americans have been enjoying ice cream on a cone. Whether it's a waffle
cone, a sugar cone or a wafer cone, what better way to enjoy a double scoop of your favorite
flavor?
Making Its Appearance

The first ice cream cone was produced in 1896 by Italo Marchiony. Marchiony, who
emigrated from Italy in the late 1800s, invented his ice cream cone in New York City. He
was granted a patent in December 1903.
Although Marchiony is credited with the invention of the cone, a similar creation was
independently introduced at the 1904 St. Louis World's Fair by Ernest A. Hamwi, a Syrian
concessionaire. Hamwi was selling a crisp, waffle-like pastry -- zalabis -- in a booth right next
to an ice cream vendor. Because of ice cream's popularity, the vendor ran out of dishes.
Hamwi saw an easy solution to the ice cream vendor's problem: he quickly rolled one of his
wafer-like waffles in the shape of a cone, or cornucopia, and gave it to the ice cream vendor.
The cone cooled in a few seconds, the vendor put some ice cream in it, the customers were
happy and the cone was on its way to becoming the great American institution that it is
today.
A Business Is Born
St. Louis, a foundry town, quickly capitalized on the cone's success. Enterprising people
invented special baking equipment for making the World's Fair cornucopia cones.
Stephen Sullivan of Sullivan, Missouri, was one of the first known independent operators in
the ice cream cone business. In 1906, Sullivan served ice cream cones (or cornucopias, as
they were still called) at the Modern Woodmen of America Frisco Log Rolling in Sullivan,
Missouri.
At the same time, Hamwi was busy with the Cornucopia Waffle Company. In 1910, he
founded the Missouri Cone Company, later known as the Western Cone Company.
As the modern ice cream cone developed, two distinct types of cones emerged. The rolled
cone was a waffle, baked in a round shape and rolled (first by hand, later mechanically) as
soon as it came off the griddle. In a few seconds, it hardened in the form of a crisp cone.
The second type of cone was molded either by pouring batter into a shell, inserting a core on
which the cone was baked, and then removing the core; or pouring the batter into a mold,
baking it and then splitting the mold so the cone could be removed with little difficulty.
In the 1920s, the cone business expanded. Cone production in 1924 reached a record 245
million. Slight changes in automatic machinery have led to the ice cream cone we know
today. Now, millions of rolled cones are turned out on machines that are capable of
producing about 150,000 cones every 24 hours.
11. Library Reading Program
Libraries across the country continue to play a major role in fostering literacy – especially
among pre-school and elementary aged children. Not only do libraries offer reading
programs, but often times, they serve as a venue for community meetings (like homeowner
association quarterly meetings), family programs and special events.
In nearly every neighborhood across the U.S., you’ll find a library that offers such activities
and events.
Let’s talk about ways to get the Cold Stone name in front of them while appealing to this
group on an emotional level.
Snapshot of Program
Do you know where your local library is located and what events they offer?
Most likely, a good percentage of your potential customer base is involved (or has a family
member involved) in a program at the local library. Talk with the libraries in your area to
see if they would be willing to involve you in their summer reading program.

By giving a child a free Creation, you are likely to gain an additional sale from their parent(s)
when they come into the store. Not to mention, you are getting your name and store
location in front of hundreds of prospects.
Who To Visit
There are really two types of libraries to visit. One is the public library, which is open to the
public. The second is school libraries which are often located in elementary and even in
some area high schools. Some of these are for private use (by students and teachers only).
And then there are public libraries that are located on school campuses but are open to the
public and to students. This program would be great for public and/or school libraries.
Buyer Motivation
Many libraries welcome business partners to participate in literacy programs. When setting
up a meeting with the library, be sure to give them a certificate for a free creation – everyone
you meet is a potential customer.
How to find your libraries in your area
Yahoo also offers a second feature called

Smartview™.
Go to http://maps.yahoo.com.
Enter the address of your store
in the My Location area and hit Get Map.
It will then take you to a map of your
trade area. The right hand column,
next to the map, will list a series of entities. Click
the Community Services Button and then click on
the word Libraries.
These will then be plotted on your map.
Place your mouse over the symbol displayed
on the screen and it will detail
the name of the library and address.
How To Set Up The Program

1) Stop by the library and find out who is in charge of reading programs.
2) Once you find out who that is, ask if you could schedule a meeting so you can let
them know about reading incentives for children.
3) For the meeting:
a. Let them know that you have two programs available. 1) A reward based on
the number of books read in a designated period of time or 2) a reward based
on the number of hours spent reading.
b. Show them a sample of the certificates and find out which program works
best for them.
c. Proceed with getting the certificates printed and delivered to the library.
Materials
1) Free Creation Cards – give a free creation card to your contact from the library or
you may wish to treat library employees to party at your store for partnering with you
on this program.
2) Library Reward Certificate – which can be found in the BAM Kit – all you need to
do is add your store address and expiration date. Have printed and give to the library.
Who:
Any franchisee that is interested in partnering with their local high school.
What:
Partnering with PTA. Customers come in during Teacher’s Appreciation Week or School
Spirit Week buy ice cream in a waffle product with local high schools’ school colors. With
each Creation sold, 1$ will go back to the Parent Teacher’s Association (or something
similar).
Why:
• To increase overall sales
• To increase community ties with local schools
• To acknowledge the work teacher’s do in the community
• To give back to the community
• To gain positive brand identity
• To invigorate crew before the summer months
When:
May 9, 2006 is Teacher’s Appreciation Day. This also can be modified to do anything
associated with School Spirit Days at local schools.
Where:
Anywhere there is a local elementary school, junior high school or high school.
How:
The first Tuesday in May is Teacher’s Appreciation Day. This year it falls on May 9, 2006.
This week, from May 8-14 2006 is a great time to build relationships with local schools and
give back to the community, while also raising sales!
First, create and print out flyers that say, “Come to Cold Stone Creamery from May 8-14
during Teacher’s Appreciation Week! Buy an ice cream in a [insert school mascot] waffle
bowl or cone and $1 of every sale will go to [insert school name]. Teacher’s should be allowed to
eat free!
Bring flyers and samples of waffle bowls and ice cream (see below) to the local high school
and distribute to every teacher’s mailbox. Set up a meeting with the local principal to find
out where the money should be best spent. Bring BOGO coupons for the teachers. Let the
crew members know where the money will be going. Additionally, give 10 copies to every
crew member to pass out to their friends.
From May 8-14, decorate the majority of your waffle bowls and cones with sprinkles in your
local schools’ colors. Franchisees can purchase colored sprinkles from www.sugarcraft.com
or check with your local Sysco/Sygma house.
For every waffle bowl or cone that is sold in the school’s colors, fundraise off $1.00 to be
given back to the school.
Competition
If crew members go to multiple schools, offer an incentive to sell the most waffle bowls.
Have the primary stone filled with one school’s waffle bowls, and the secondary with the
other school’s waffle bowls. At the end of the week, have a party for the winning school.
Alternative
Target all women’s sports’ teams. Depending on the season each day of the week have one
team hold a fundraiser at the store. For example, on Monday each waffle bowl sold, 1$ goes
to the girl’s track and field team; on Tuesday, each 1$ goes to the girl’s basketball team. This
will add excitement and competition to the fundraiser. Have the coaches or teachers actually
be in store making Creations!
Increase Birthday
Club Sign Ups
1. Birthday Club Contest
Who:
Lori Hindenlang
Area Developer for Ohio, Indiana, Kentucky and West Virginia
937-603-4091
What:
A crew contest to increase Birthday Club sign ups.
Why:
¾ Increased profits
¾ Increased awareness
Proven Results:
In one month, Double Dippin’ signed up a total of 5646 people for the Cold Stone
Creamery Birthday Club.
How:
The first of many Silver Bullets has arrived! There are so many ways to enjoy the Ultimate
Cold Stone Creation and your customers can enjoy it absolutely FREE on their birthday!
How can your customers enjoy a tasty treat from Cold Stone Creamery FREE you ask?
They can do so by joining the Cold Stone Creamery Birthday Club. As a member of our
Birthday Club, your customers will enjoy a complimentary Cold Stone Creamery Creation on
their birthday.
Does anyone celebrate their birthday by themselves? I certainly hope not! This means that
groups of people will come to your store to celebrate their family and friends’ birthdays.
This means more sales and greater profits for you. It also means that we will be introducing
more and more people to the Ultimate Ice cream Experience. This greater awareness of our
products and our brand is what we’ve all been asking for.
How can each of us expedite these birthday registrations for our respective stores?
Easy….we simply get as many people as we can to register for the Birthday Club.
Ideas:
• Created auto-signature on email notes promoting Birthday Club
• Send everyone in your rolodex a note about registering for the Birthday Club.
• Ask the recipients of your rolodex to send it to their rolodex contacts.
• Have customers fill out a hardcopy birthday registration form in the store and add it
yourself.
• Leave Birthday Club flyers at schools telling parents to register their children and
themselves.
• Set up a cardboard table at school events and have people register for the Birthday
Club.
• Supply school districts with half-page flyers on the Birthday Club (roughly 9,000
copies were distributed by Double Dippin’)
• Crew promote it at POS and spread the word to their friends
• Email friends, family, and colleagues a short description of the Birthday Club and
how to sign up, then asked them to send the information to everyone they know.
Crew Incentive
On March 1, 2006, the store that had the most Birthday Club registrations received a $150
cash prize to be distributed amongst their crew. The 2nd place crew received a $100 cash
prize and the 3rd place crew received a $50 cash prize. Franchisees were encouraged to add
some additional cash or prizes as an extra incentive to get the crew more involved.
Get FREE ice cream

on your birthday!
Sign up for the Cold Stone Creamery Birthday Club today!
www.coldstonecreamery.com/birthday
It’s easy as 1-2-3… 1. Enter your zip code

2. Select the Springboro, OH location
3. Enter your name, birthday and email address
Increase To Go Sales
1. Pizza & Ice Cream
Who:
Natalie Hagan
Store Manager
Kearney, NE
308-338-2053
Area Developer: Scott & Janet Otis/ Eric Banks
What:
Partnering with your local pizza restaurant by putting coupons on all pick up and delivery
pizzas.
Why:
¾ Promotes our new To-Go items
¾ Creates awareness that Cold Stone Creamery has items to go
¾ Creates strong relationships with local community
¾ Increases to go sales
¾ Increases brand visibility
¾ Advertising for minimal cost
Proven Results:
Natalie sent out 1800 ($2 off Everybody’s) coupons to 3 different pizza places. She saw
redemption of almost 3%. At an average of $10.00 for an Everybody’s size, that equates to
approximately $430 in additional sales. (.03x1800x$8)
Timeline
A little over a week before the Super Bowl, Natalie wanted to create a partnership with her
local pizza parlors to create a B2B relationship. Pizza and ice cream are a great combination,
and the Super Bowl is the best time to promote it!
Natalie developed a flier which she gave to six different pizza places a little over a week
before the Super Bowl. Papa John’s, Papa Murphy’s and Domino’s committed to partner
with Cold Stone Creamery.
Offer
Every delivery or take out pizza had a 2$ off coupon of an Everybody’s size of ice cream on
top of the pizza box. Natalie gave as an incentive $100 worth of product to the pizza places.
Marketing
This program adds value to your local pizza places. If customers know that if they order a
pizza at Papa Murphy’s and can receive a discount on ice cream, they will be more apt to go
to Papa Murphy’s over a competitor. This “increases the chance of our customers choosing
their business for pizza.”
Print out coupons to distribute to the pizza places. Offer to put them in all outgoing bags
for take out and delivery offers. Let the restaurants know that you can pass out their
coupons at the register as well. Offer to sample ice cream and cakes at their locations.
An alternative to this is to for the pizza place to offer a free Mine size of ice cream for Cold
Stone Creamery for every large specialty pizza ordered. Usually the profit margin on these
pizzas is greater, and the restaurant pays you a discounted amount for the ice cream.
Key Take Aways

¾ Only partner with one pizza place. This will offer them exclusivity and they can
promote more
¾ Use PLUs to track the incoming coupons
¾ Find out if the restaurant has a corporate headquarters that may frown on B2B
relationships with other food concepts. This is what happened with Domino’s.
Pizza & Ice Cream: What a Great Combination!
Attention: Owner and/or Store Manager
From: Name & Store Address
RE: Business to Business Partnership
On behalf of Cold Stone Creamery, we would like to present you with the opportunity of
creating a great B2B relationship. We are seeking your help by putting a Cold Stone
Creamery coupon on every delivery or take out pizza that is ordered. In return, Cold Stone
Creamery will award you with $100 in free product!
So what’s in it for you?

Franchisees across the country who have already partnered with pizza places have
commented it adds value to their product. If consumers know if they buy a pizza they are
also going to get a Cold Stone Creamery coupon as well, they are more likely ot purchase
from you than your competition!
We would be happy to place any coupons or information from your store in our customer
bags with to go orders. This increases the chance of our customers choosing your business
for pizza.
Customers that come into our establishment are always asking for restaurant
recommendations- your restaurant will always be top of mind with a B2B relationship! After
all, we want to keep the revenue here in town with our partnering retailers in hopes of seeing
all of us grow!
Sound great? We can’t wait to get started promoting our businesses. Have a wonderful day
and I look forward to talking more about this great opportunity at your earliest convenience.
My contact information is below.
Sincerely,
Name
Contact Information
Miscellaneous Great
Ideas
1. Give ‘em the Pickle!
Who:
Every Cold Stone Creamery franchisee.
What:
Give ‘em the Pickle is the title of Bob Farrell’s book on giving great customer service. Mr.
Ferrell is the founder of Farrell’s Ice Cream Parlour. For thirty years restaurateur Farrell
excelled in an industry with an 80% failure rate, opening over 150 restaurants.
Give ‘em the Pickle grew out of a complaint a customer wrote to Mr. Farrell:
“I’ve been coming to your restaurants for over three years. I always order a #2 hamburger and a chocolate
shake. I always ask for an extra pickle and I always get one. I came into your restaurant the other day and
I ordered my usual #2 hamburger and chocolate shake. I asked the young waitress for the extra pickle. She
said, “Sir, I will sell you a side of pickles for $1.25.” I told her to go ask her manager. She came back…
and looked me in the eye and said, “I’ll sell you a pickle for a nickel.” Mr. Farrell, I told her what to do
with her pickle, hamburger, and the milkshake. I’m not coming back to your restaurant if that’s the way
you’re going to run it.”7
Problem: “I want to let you know that I think your store policy of not allowing adults to
order a Kids size ice cream is ridiculous! In today’s health conscious day and age, smaller
portion sizes are the norm and encouraged. I also do not take too kindly to your store
telling me what size I can or cannot order. You are losing customers with this policy. I am
not alone. I know of many adults that will not go to Cold Stone Creamery anymore because
they are forced to buy an ice cream size beyond what they would prefer. We all strive to
remain healthy and your ice cream is rich and fatty and you should allow adults who are
health conscious to order a smaller size. I will not go back to your chain unless this policy is
changed. Thank you for your time.”
Pickle: Give any customer a Kids Creation, whether they are 9 or 99.
7
Bob Farrell, Give ‘em the Pickle. 2002
Problem: “We saw the ad in the paper “Treat Mom to a Free Like Size Creation (1-mix in)
on Mother’s Day” in the newspaper. When my husband and I went to this location, the
server said I needed to come in with my child to get the free ice cream treat. I said she
doesn’t live here, but offered to show a family picture. The serer said that didn’t qualify.
Nowhere in the ad did it say you need to come with your child. I found the experience to be
humiliating and insulting and very poor customer service, not to mention disappointing…”
Pickle: If you promote giving free ice cream for mothers on Mother’s Day, give it to them!
Problem: I recently received and email offer titled “Offers to Sweeten up Basketball
Season” for a BOGO and I went in today to redeem it at our favorite local Cold Stone
Creamery, which we visit often. I was very disappointed when the person behind the
counter told me that the manager has decided not to accept these coupons. Why offer these
coupons if they can’t even be redeemed? After this huge disappointment, I will definitely
warn my friends about this and I think I’ll start making our local Baskin Robbins our regular
ice cream shop instead. Hopefully this Cold Stone Creamery will learn from this poor
customer service experience and accept Cold Stone Creamery coupons in the future.
A franchisee in direct competition with other ice cream concepts created a 5x7 counter talker that says “We
happily accept all competitors coupons.” As soon as they put the counter talker up, the franchisee was
amazed at how many competitor coupons they received. It was an immediate success.
Pickle: Take any and all coupons. They are in your store to buy something.
Why:
1) The customer is the boss.
2) The three most important words you’ll ever hear from a customer are “I’ll be back.”
An effective sales person can win a customer’s loyalty with their service. According to
Farrell, the three most fundamental principles to keeping customers happy are:
1) The customer is always right. Plain and simple.

2) Don’t excuse it- fix it! Customers don’t want excuses, they want results. If
something is not right it is your responsibility to fix it.
3) Never argue with a customer. Even if the argument is won, the customer is lost.
A typical business hears from only 4 percent of its dissatisfied customers. The other 96
percent quietly go away and 91 percent never return. A survey aimed at finding out why
customers don’t come back to a business discovered some interesting facts:
¾ 3 percent move away;
¾ 5 percent develop other friendships;
¾ 9 percent leave because they find a better price;
¾ 14 percent are dissatisfied with the product;
¾ 68 percent quit because of an attitude of indifference toward the customer by
the owner, manager or an employee.8
A typical dissatisfied customer will tell 8 to 10 people about the problem. One in five will tell
twenty. It takes twelve positive service incidents to make up for one negative incident. A
dissatisfied customer who does not return to your store and who influences others could
cost you $24,000 a year in gross sales. Since the best advertising is a satisfied customer,
spend as much time retaining present customers as attracting new ones.
Leo Kauranen
480-362-4917
8
Robert E. Farrell. Give ‘em the PICKLE. 2002.
2. Hit List
Who:
Peggy Stockdill
355 Willow Bend
Crystal, MN 55428
763.533.2501
Area Developer: Denise Snetsinger
What:
Peggy created a “Hit List” of local events to create B2B relationships.
Why:
There is nothing great about a Great Idea unless it is effectively executed. Creating a Hit
List is a great example how to execute B2B and community relationships. Although
Minnesota has seen a decrease in SSS, Peggy’s store has seen an increase in sales of 5.4% and
her cake sales are up 31.5% over 2005. Best of all- it only takes about 1.5 hours per week to
execute.
How:
Excerpt taken from the Creamery Connection (May 20, 2006)
“Every Wednesday I get our city’s newspaper- the Sun Post. I sit down Thursday morning
and make a "hit list" of events- sporting news and local businesses who are celebrating an
anniversary, holiday sale or store openings (or re-grand opening). This takes approximately
20 minutes. I then bring them a small cake, petite cake with a candle, coupons for their
employees and some in my pocket (hidden) if I feel during the conversation they would let
me leave them as bag stuffers.
I have this hit list in my purse, stop by the store and pick up the appropriate product and
head on out for an hour.
Some of my hits have been nursing homes, hospice and active senior living facilities. During
Valentine’s Day week I went in and offered to not only take cake orders but deliver them to
the faculties. (We have 11 within 4 miles.) I had a 200% increase. It didn't take me any more
time as I was doing the deliveries before the store opened. I also leave coupons for the
families to use when they come to visit, along with a map. We have a large population of
seniors in our area, including hospices. We offer cake delivery if the family calls, sometimes
it's for the staff as a thank you, sometimes it's for a impromptu party for the ill person's
birthday. It's not the money I am after with these visits, it's the community that we live in,
where we have our store and we are raising our family here. I have a “give back” attitude
with this.
We get a lot of handshakes and hugs in the grocery store and a lot of letters from people we
have brought cakes to, done tours for and come into the classrooms (again before we open)
and talked with classes about running a business, etc.
That hour is precious to me. It's when I can meet with the people who are potential
customers, current customers and I meet mayors and teachers- these are some of the most
valuable contacts I have. You have to start building a relationship with “giving” and six
months down the road they will be calling and say "remember me?" and it starts that
relationship.
It's taken me 18 months to get into some of the huge companies past the receptionist, and
get some schools to change their comfort zones with reading programs, rewards and let us
give them an ice cream social for the 5th graders when they graduate to middle school. 200
kids and parents got to eat MY cake and listen to ME talk about my cakes. The school paid
me $50 for 3 large rectangles- my cost is covered. The coordinators looked like heroes to be
able to "land" Cold Stone for a party.
People are not going to come to you if they don't know what you have to offer. I have
placed these expectations on my crew as well. I ask them to bring in one contact/idea per
month- some place I can leave my information. From “lock-in's,” to the “surprise-a-coach”
program we are starting this summer...my crew feels valued and Jeff and I gain more
contacts in our community.”
3. S’mores Dipped Waffle Products
Who:
A franchisee that wants to foster profitability through break through brand ideas.
What:
A limited time S’mores dipped waffle product.
Why:
¾ Summer is almost here! This is the perfect time to suggestively upsell our dipped
waffle product line.
¾ In June, Cold Stone Creamery will showcase Dad’s S’mores Supreme cake. This is a
great opportunity to complement this offer with S’mores dipped waffle bowls.
¾ The summer is the most popular time for camping, and S’mores are one of the most
popular items for camping trips.
¾ By tempting customers to a limited time offer, psychologically customers are more
apt to purchase.
¾ Many crew members are shy when it comes to upselling. This promotion is an easy
way to suggest a dipped waffle product.
¾ Offer an incentive (gas card is a hit!) to the crew member who sells the most dipped
waffles.
¾ It is a great opportunity to build B2B relationships with your local outdoor retailer.
Leo Kauranen
480-362-4917
How:
“Send your ice cream camping.” Print out a counter talker and place it on the sneeze guard.
Display S’mores dipped waffle bowls and cones on top of mix in jars (if possible).
Operations
1) Dip waffle in dipping chocolate
2) Dip in graham cracker pie crust
3) Let graham cracker pie crust sit for 1 additional minute
4) After becoming tacky, swirl marshmallow cream over waffle
5) Place in walk in freezer for 5 minutes
The marshmallow cream should be put into a caramel/fudge bottle. Marshmallow cream
can be kind of tricky on dipped products. If you dip the waffle and sprinkle it with graham
cracker pie crust and then try to immediately do (even a light) swirl of marshmallow cream
on top, the mix ins become too heavy and slide off the chocolate.
The chocolate needs just over 2 minutes to become a little tacky after applying the pie crust
and before the cream is swirled onto the product.
Training
This promotion is completely about crew training. Crew members need to suggestively offer
a S’mores dipped waffle product with every order. As a customer comes to the stone, the
crew member points to the window cling and simply asks, “Would you like that in one of
our new S’mores waffle bowl or cone? There only here for a limited time and they are
delicious!”
Marketing
¾ This is a great opportunity to tie in your Waffle Wednesdays with a S’more waffle.
¾ Partner with your local outdoor retailer- Buy/rent any camping gear and get a
S’mores Creation in a S’mores Waffle product.
¾ Send your ice cream camping- Purchase a S’mores waffle product and enter to win a
$50 REI gift card (or Sports Authority, Academy, etc – specific to region).
¾ Suggest a S’mores Creation at the ghea:
French Vanilla ice cream

Graham cracker pie crust
OREO cookies
Marshmallow fluff9
S'more Please
French Vanilla ice cream
Marshmallow Cream
Fudge10
Chocolate Ice Cream

Double marshmallows
Fudge11
Gimme S’more
Chocolate Ice Cream
Double Marshmallows
Graham Cracker Pie Crust.12
9 Patrick Miller
2Eric Cerda; Cold Stone Creamery Store #1165; Miami, FL
11 Courtney Barnette; Cold Stone Creamery Store #456; Birmingham, AL

12Katya Zatek; Cold Stone Creamery Store #621; Pittsburgh, PA
REI
REI, based in Washington, operates 78 stores across the United States concentrated in the
West and Northwest. It mainly sells outdoor apparel and gear. REI operates its business on
a local store marketing level and is specifically targeting children. This may be a great
opportunity to develop a partnership with them on a regional level. REI is located in Alaska,
Arizona, California, Colorado, Georgia, Idaho, Illinois, Maryland, Massachusetts, Michigan,
Minnesota, Missouri, Montana, Nevada, New Jersey, New Mexico, North Carolina, Oregon,
Pennsylvania, Tennessee, Texas, Utah, Virginia, Washington, Washington DC, Wisconsin
4. Wataffle Offer
Who:
All Ghea Team Stores (22 stores)
What: Summer Promotion: Order a Love It Original and get a freshly made plain waffle and
cold water for only 99 cents.
Why: This program will offer an immediate spike in sales, and offer the crew reinvigoration
for the summer.
Where:
North Dakota
South Dakota
Nebraska
Iowa
Leo Kauranen
480-362-4917
Scott Siege
ssiege@coldstonecreamery.com
How:
Objective
1. To increase sales of Love It Originals
2. To increase sales of water
3. To increase sales of waffle products
4. To increase guest check averages
The following table gives an analysis of the Wataffle Promotion. Year-to-date, Ghea stores
have sold 850,380 Love It and Gotta Have It Originals. If only 20% of those customers
‘upgraded’ to a wataffle, their incremental sales would have increased by $168,375. At 60
cents profit per transaction, this equates to approximately $102,045 in additional profit.
Analysis - .99¢ Offer Wataffle
Lv It GHIT Total
YTD # sold 710,048 140,332 850,380
20% % Add On 142,010 28,066 170,076

Inc Sales $ 140,589.50 $ 27,785.74 $ 168,375.24
Inc Profit $ 85,205.76 $ 16,839.84 $ 102,045.60
# per Yr 6,455 1,276 7,731
# per Month 538 106 644
# per Day 18 4 22
Financials
Bottled water – Cost .19-.25 cents
Plain Waffle - .18-.22 cents including labor
Profit is roughly .52-.60 cents a transaction
Marketing Plan
¾ Creative Marketing
Creative Marketing requests have a two week turn around. The marketing piece will be a
counter talker that will be placed on the sneeze guard over both stones.
¾ Crew Incentive Program

This is a great opportunity for franchisees to kick of the warmer weather with a Crew
Incentive Contest. Who will be the Ghea Team Champions? It’s ND vs. SD vs. IA vs.
NE! The contest should run for one month. This is how it works:
At the Ghea
1. At the ghea, customers who order a Like It Creation, crew members will offer the
wataffle promotion.
¾ “We are offering a promotion for our Love It Size, for only 99 cents you can get
your creation in a waffle bowl or cone and get a bottle of water. What a deal!”
At the Stone
2. At the stone, if a customer as already ordered a Love It Creation, point to the counter
talker and suggest a freshly made waffle cone or bowl and a bottle of water for only 99
cents.
¾ “May I suggest a freshly made waffle bowl or cone and a cold bottle of water for
only 99 cents extra?”
POS
If a crew member sells a wataffle, the crew will ring in the Love It Original followed by
PLU 77. If a customer requests a dipped waffle bowl, charge for an additional mix-in by
pressing the extra mix-in button.
Timeline
After the 30 days, the Creamery will run a PLU report for all 22 stores. The winning
crew member will receive a prize (franchisees to determine) based on a percentage of
sales.
5. Tree Lighting Ceremony
Every city has its own major tree lighting celebration for the holidays...Rockefeller Center,
City of Austin’s Zilker Tree, Honolulu’s City Hall, etc. To sample Holiday ice cream or
cakes could benefit the entire co-op, as spectators will be coming to see the show from all
over the area! Once these consumers taste our product they’ll surely buy some for their
upcoming holiday parties!
Some other ideas to be more festive include having some crew members down there singing.
Perhaps sell the ice cream or slices of cake and donate the money back to Toys for Tots or
another organization in the community. In addition, you can pick some of the larger tree
lighting ceremonies in the surrounding towns and see if you can sample there.
Key thing is to start planning early!
HOW TO START:
1. Do a website search with your city or town’s name and “Holiday Tree Lighting
Ceremony”
2. After finding out what organization is hosting the event (city hall, a business center,
the parks and recs dept. etc.) coordinate a visit with some ice cream or cake.
3. Bring the attached one sheeter on how you’d like to get involved. If you’d like to
take the charity route, perhaps offer the money collected to the charity of the
organization’s choice?
HOW TO PLAN:
1. Coordinate with your partnering franchisees on how much product will be needed,
staffing, etc. and set up a production/labor schedule
2. Check with event organizer and your health department on the insurance/liability
policies for serving food at the event
3. Pre plan any flyers, POP or any other signage that you’ll want to have the event
4. Plan for the transporting and setting up of cool cart stations
5. If applicable, invite the charity down to help.
6. Ask the event organizer to include your presence at the event on their media alerts.
HOW TO EXECUTE:
1. At each cool cart station, pass out samples and sing CSC carols
2. Have extra staff to pass out coupons for bounce backs (or hand out flyers that again
ties into the charity of choice) for every cake purchased through Dec. 31st, $3-$5 will
be donated back to the organization.
3. Have fun!
**To kick it up a notch set up some raffles!

COST ASSOCIATED:
1. product donations
2. labor
3. cool cart delivery
4. flyers
BENEFITS:
1. Brand awareness
2. Community Goodwill (if you partner with a charity)
3. Product Sampling…word of mouth!
4. Possible media
5. Potential for lots of sales!
6. Movie Theater Advertising
• $30 - $50 per screen per week range is reasonable. This is per individual screen, not
per theater group location.
• So in a theater location with 5 screens the cost might be $150 - $250 per week for all
screens. In some instances it is not required to purchase all screens in a theater.
• Contracts are usually expressed per screen per week. A four-week minimum would
probably be the smallest commitment you could make. Average minimums are more
in the 8 - 12 week range, depending on the theater group.
• A lot of theaters are now digital, which means you can have an animated slide. They
are usually on screen for 15 seconds in the pre-movie program. With the
theaters I've been working on recently, there is one :15 in rotation with other
advertisers before the movie.
• Theaters that are still analog (a regular, static slide) usually offer 3 slides in
rotation with other advertisers in the pre-move program.
• Theater screen advertising can work both for branding and to drive traffic. The on-
screen advertising we are doing as a part of the summer out-of-home buy is brand
awareness, the same as the outdoor boards.
• On-screen advertising can also be a traffic driver if a store location is listed and/or if
there is an offer such as bringing your theater ticket stub into the store for $1.00 off
a creation. There can be a time limit on how long the store would accept a ticket
stub - i.e. same day, one week, etc.
• Close proximity to a store is something that's desirable to get impulse buyers in after
the movie with or without an offer.
• Pricing is usually based on the number of screens purchased and the length of the
campaign. Availability is where the difference is during "hot" times of the
year. Summer and the Christmas holiday season are times when availability can be
very limited. But generally, people are going to movies pretty much all year-round.
7. NFL Sponsorship
Who:
Craig Cowell & the Denver Co-op
What:
Check out the ice cream truck built in partnership with the Denver Broncos. It will be at the
gates at every Bronco game and at special events. Congrats to Craig Cowell for negotiating
the deal with the team! Not only is it incredible for exposure, the team paid for it!
The Denver Co-op has been providing samples that are being given away before each game
via Miles, the Broncos mascot who is hugely popular, via the Broncos/Cold Stone ice cream
truck. This has become a huge attraction where 300 samples are provided and have only
taken an average of about :20 to give out, especially when Miles climbs on top of the truck to
throw them out to fans.
Also most of the Colorado stores, with the exception of two, have introduced its exclusive
Bronco ice cream "Orange Crunch" in its stores. We expect this to be a big seller, and have
wrapped an entire campaign around this promotion with the help of the Broncos marketing
department through various media outlets.
The success of the relationship with the Broncos has also led into our selling of Cold Stone
products to Centerplate, the company which is in charge of all of the concessions at Invesco
Field, being offered to its highest tier customers on the club level of the stadium. These
ticket holders spend an average of $250-$300 per seat, per game. Because of Cold Stones
brand recognition, and overwhelming successful demand on the club level, Centerplate has
now made Cold Stone their exclusive ice cream offering.

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The Great Idea Book

Increase Ice Cream Sales

Increase Cake Sales

Increase Pester Power

Increase Grab & Go

Here’s how the program works:

Results & Expectations

Selling Tips/Key Phrases

This is ideal for a franchisee who has a school near them.

¾ Capitalize on pester power to drive sales

DELICIOUS DIRT Kids $ 0.43

On the Paso Robles Chamber of Commerce website this is what I found:

Here’s how the program works:

Results & Expectations

# of # of schools Possible sales from Donation to

Here is a sample of how much to donate back to the school:

One week prior to the fundraiser

Night of the Event

Ringing The Event

What benefits may a franchisee see in starting an internship program?

What are the benefits to the intern?

Determine what resources need to be allocated to the program and individual

Develop job description and include the following information:

Hiring an intern for college credit

Periodic program evaluation

Prerequisites for Marketing Internship:

Marketing Intern Responsibilities:

Prerequisites for the Marketing Coordinator Position

Marketing Coordinator Responsibilities

Territory Sales Increase – 20 points

Quarterly bonuses will be determined on the following point scale:

TERRITORY SALES INCREASE= 20 points

IN-STORE FUNDRAISERS= 20 points

STORE PARTNERSHIP= 20 points

LOCAL STORE MARKETING EVALUATIONS= 40 points

Results & Expectations

# of churches # of groups to Possible sales from Donation to

Here is a sample of how much to donate back to the organization:

Selling Tips/Key Phrases

One week prior to the fundraiser

Night of the Event

Ringing The Event

Results & Expectations

Additional Sales Notes

The Cold Stone Creamery Team

In honor of “Teacher Appreciation Week”, we want to say thank you

The Cold Stone Creamery Team

In honor of “Teacher Appreciation Week”, we want to say thank you

The Cold Stone Creamery Team

Program #1: Get Media Exposure for Mother’s Day

Program #2: A Sweet In-Store Promotion

Program #3: Bank Stuffer Program To Boost Sales

Results & Expectations

Hit 'n' Run How-To

Step 1 - Develop Hit List of your trade area:

Before approaching a business or media outlet do the following:

Step 2 - Load up the cooler, coupons, flyers and roll:

coupon will hand it out as well.

• Tell them what flavor you have.

First and foremost be understanding. You might say,

• Try another business on your list, or find a busy place and

How to use the rolling cooler

Preparing the cooler for use:

The leader researches all television affiliates in the trade area.

If there is an interest, introduce the mechanics of the “Birthday Club” program as an