Gelatissimo franchisee Rey Maninang is preparing to open his store in Balboa Island, California, by the end of this year.
This article is part of an ongoing series in which Franchise Times reporters Megan Glenn and Emilee Wentland catch up with emerging brands.
With more than 60 global units, gelato franchise Gelatissimo is growing slowly but steadily since its founding in 2002.
Australia-born Gelatissimo opened its first United States location in Houston at the end of 2022. The concept continues to grow in the country, inking deals in Texas and California as well as opening a store in Waikiki, Hawaii.
“We’ve got a bit of work to do, which is what we’ve actually been doing in the background,” said Braedon Lord, CEO of Gelatissimo. “We’ve been connecting with other franchise and networking opportunities.”
Its draw is fresh gelato with a focus on flavor, color and natural sweetness. The brand looks for master franchisees, with a minimum investment of $100,000 for a master territory.
Braedon Lord is the CEO of Gelatissimo.
Gelatissimo is focusing development efforts on warmer climates where cold treats are more popular. The brand plans to open two units in Orange County, California, and another unit is on track to open in Rogers, Arkansas.
“We’re really excited about being in California,” said Lord. “It’s a market that’s climate-wise very similar to Australia, a lot more outdoors, and we’ve got a local development partner helping us with that.”
Future expansion in the northern U.S. is possible, as a few international locations are in more temperate climates, but starting where the market is strong year-round is a priority.
“If you got the right business partner that understands the local dynamics, that gives us the opportunity to partner with the right person,” said Lord. “If we can connect with the right people, we’ll be able to grow.”
The big challenge with coming to the U.S. was the lack of awareness regarding the difference between gelato and ice cream. Unlike ice cream, gelato isn’t made with cream. Instead, fresh milk is used, if there’s dairy at all, creating a lighter and easier-to-digest product.
Once consumers try the products, Gelatissimo relies on bringing customers back with rotating flavors. Seasonal fruits, trends and indulgent dessert flavors attract repeat business, and the team is constantly creating new flavors. If that means Lord has to try black sesame gelato three times in a single week, that’s a sacrifice he’s willing to make.
“I’ll throw myself on the tasting panel in order to check this product out,” said Lord. “Sometimes it does take quite a few iterations before we get it right.”
To help educate the public, Gelatissimo seeks out passionate and experienced franchisees. Ideally, those operators will have food and beverage experience, but small-business experience is also taken into account. Customer-driven franchisees are in high demand as well.
“The way in which Americans live and consume and engage with brands is not hugely dissimilar to Australia,” said Lord. “So we see a familiarity there and a good comfort in what we’ve tested in the 20 years of operating in Australia.”
Gelatissimo prides itself on offering flavorful gelatos with natural ingredients.