Adding Franchisee Input to Update an Iconic Brand

Iconic brands create experiences for their customers. That’s the
feeling many Californians have about Fosters Freeze, which
dates back to the 1940s. Their soft-serve ice cream and classic
Americana menu were well-loved, but the brand was stalling.
Experienced franchisees and brothers Neal and Nimesh Dahya
purchased the brand. They shared how they are bringing it into
the future while retaining its charm. They joined The Main Dish
to talk about their journey.


The brothers have worked with numerous big brands as franchisees,
which they say helped them when they switched to the other side
of operations.


Neal said, “We are better able to understand franchisee issues
and concerns. We also get their opinion before making decisions
or changes.”


They have made significant changes since acquiring the brand in
2015, which was motivated by having a presence in their home
state of California.


“We knew from what we learned; we could acquire the brand and
take it to the next level. We spent time getting to know our
franchisees, suppliers, and partners. It’s an iconic brand that
just needed some updating,” Nimesh added.


The update was both front of house and back of the house. They
redesigned the interior and exterior. Updating the logo was also
part of the process. They also launched a new website and created
an intranet for franchisees to have access to resources.


A big part of the modernization was technology. They focused on
backend systems that would streamline processes and reduce costs.


Their brothers shared that they remained open during the pandemic
and actually saw sales grow because of their drive-thru
capabilities. That success and their vision are powering what’s
next, as they plan to grow outside of California to Arizona,
Nevada, and Colorado.