Magnum Ice Cream Dipping Bar
Pop-up or key-location branded food stores (or some say bars) are nothing new. I wrote about the Kellogg's Cereal Bar in New York yesterday.
Just because they're not a new idea doesn't mean that they're not a lot of fun. And they can be quite successful at driving buzz, experimenting with new concepts, and creating consumer engagement in what is otherwise controlled by a third-party retailer or a more scripted online experience. The Nespresso Boutique grew into multiple locations so something worked there.
Last week I stumbled upon the Magnum Ice Cream Dipping Bar in Soho, New York. I'd never seen it before, so as a big ice cream fan I just had to walk in.
While at retail we are forced to choose from only a few Magnum ice cream and coating choices that have been pre-manufactured, here at the dipping bar we are totally in control. We choose ice cream, coatings, toppings...we choose the entire combination.
Fabulous. Again, not a new idea but a fun one. A working R&D lab for the brand as far as I'm concerned which is quite smart. Just like I imagine for Chobani which is just down the street and for what Kellogg's is now doing in Times Square.
More, more, more...we want more!
What's your experience? JIM
Just because they're not a new idea doesn't mean that they're not a lot of fun. And they can be quite successful at driving buzz, experimenting with new concepts, and creating consumer engagement in what is otherwise controlled by a third-party retailer or a more scripted online experience. The Nespresso Boutique grew into multiple locations so something worked there.
Last week I stumbled upon the Magnum Ice Cream Dipping Bar in Soho, New York. I'd never seen it before, so as a big ice cream fan I just had to walk in.
While at retail we are forced to choose from only a few Magnum ice cream and coating choices that have been pre-manufactured, here at the dipping bar we are totally in control. We choose ice cream, coatings, toppings...we choose the entire combination.
Fabulous. Again, not a new idea but a fun one. A working R&D lab for the brand as far as I'm concerned which is quite smart. Just like I imagine for Chobani which is just down the street and for what Kellogg's is now doing in Times Square.
More, more, more...we want more!
What's your experience? JIM