Groovy Moo

About Groovy Moo

Groovy Moo was founded in Malton, North Yorkshire, in 2015 by Michelle Walker and her son Ashley Smith. Michelle previously operated an ice cream parlour in Bridlington before establishing the family business. The concept specialises in handmade Italian-style gelato, using locally sourced milk, cream and fruit wherever possible, with a rotating selection of up to 24 flavours.

Alongside its gelato, Groovy Moo offers sundaes, waffles, pancakes, brownies, milkshakes, celebration cakes and hot and cold drinks. Dairy-free options broaden its appeal. A second parlour opened in Howden in 2017 but closed in 2022. The business also developed manufacturing facilities to supply its products wholesale. Groovy Moo began promoting franchise opportunities in 2022, supported by the Manufacturing Growth Programme.

Why franchise with Groovy Moo

• ✓Join an established Yorkshire artisan gelato brand with roots in the Malton food community.
• ✓Offer handmade gelato in up to 24 flavours, alongside waffles, sundaes and milkshakes.
• ✓Appeal to families and dessert lovers with dairy-free choices and seasonal flavour ranges.
• ✓Access the original franchise package’s equipment, fit-out assistance and supplier guidance.
• ✓Receive training, an operations manual and centralised marketing support under the advertised model.
• ✓Explore a family-run dessert concept with manufacturing experience and a recognisable local identity.

Investment breakdown

Minimum investment	£115,000
Franchise fee	£25,000
Management service fee	On request
Marketing contribution	On request
Agreement term	On request

What's expected of a franchisee

Property requirements

Groovy Moo’s original franchise model requires a dedicated ice cream and dessert parlour rather than a home-based operation. Suitable premises would need space for gelato display cabinets, refrigeration, storage, dessert preparation and customer service. Seating may be appropriate depending on the location and available floor area. The advertised package includes assistance with equipment and fit-out.

Training and support

The original Groovy Moo franchise package included comprehensive initial training and ongoing operational assistance. Franchisees were offered an operations manual, support with equipment and stock purchases, access to nominated suppliers and guidance during shop fit-out. Centralised sales, marketing and public relations support was also advertised. The training duration and frequency of ongoing visits were not specified. Applicants should establish whether these services remain available under a current franchise agreement.

Operational requirements

Franchisees would manage daily gelato and dessert sales, staff supervision, customer service, stock control and financial administration. Responsibilities include maintaining frozen storage temperatures, preparing waffles and other desserts, managing allergens and following food hygiene procedures. Operators must preserve product quality, display standards and cleanliness while handling seasonal demand. Local promotions, customer feedback, supplier orders and equipment maintenance are also important.

Experience required

Groovy Moo’s original franchise proposition did not require previous food industry experience. It sought enthusiastic, hardworking and ambitious applicants with an interest in gelato and customer service. Prospective operators should demonstrate financial resources, organisational ability and a willingness to learn the brand’s preparation and service standards. Retail or hospitality experience would be useful but was not mandatory. Applicants should also be prepared for hands-on management and seasonal trading.