Häagen-Dazs

About Häagen-Dazs

Häagen-Dazs was founded in New York in 1960 by Reuben Mattus, initially offering vanilla, chocolate and coffee ice cream. The brand developed a reputation for rich textures, carefully selected ingredients and premium positioning. Its first dedicated ice cream shop opened in Brooklyn in 1976, establishing a retail format that subsequently expanded internationally.

Today, Häagen-Dazs products are sold through supermarkets, convenience stores and foodservice outlets, alongside a global network of more than 900 branded shops. Its boutiques offer premium ice cream flavours, sundaes, seasonal creations, desserts and drinks. In 2023, the company announced plans to reintroduce franchised boutiques to the UK, initially targeting Greater London. Its international franchise proposition includes four formats, from compact takeaway kiosks to full-service dessert cafés. The UK programme focuses on experienced multi-unit operators, although current recruitment is not confirmed as open.

Why franchise with Häagen-Dazs

• ✓Partner with an internationally recognised premium ice cream brand established in New York in 1960.
• ✓Offer luxury ice cream, signature sundaes, seasonal desserts and speciality drinks.
• ✓Choose from four boutique formats designed for high streets, shopping centres and travel hubs.
• ✓Benefit from an established international franchise network and recognised product quality.
• ✓Access site selection guidance, shop design standards, operational reviews and ongoing support.
• ✓Explore multi-unit development opportunities built around premium dessert retail experiences.

Investment breakdown

Minimum investment	£119,000
Maximum investment	£430,000
Franchise fee	£23,750
Management service fee	3%-4%
Marketing contribution	1%
Agreement term	On request

What's expected of a franchisee

Property requirements

Häagen-Dazs offers four boutique formats suited to high streets, shopping centres, airports, cinemas and other high-footfall destinations. Corner kiosks require approximately 20-50 sq m, while takeaway and casual boutiques occupy 50-100 sq m. Larger dine-in cafés need around 80-200 sq m. Premises must accommodate ice cream display and frozen storage, dessert preparation, customer service and suitable seating where required. Site selection and design approval form part of the franchise process.

Training and support

Häagen-Dazs provides franchise partners with assistance during site selection, shop development and ongoing operations. Support includes construction guidelines, a design manual and guidance from approved local architects. Once trading, franchisees can receive regular shop visits, mystery shopper assessments, business reviews and action plans. The brand also offers operational and marketing guidance intended to maintain consistent customer experiences.

Operational requirements

Franchisees oversee staffing, customer service, stock management, frozen product storage and financial performance. Teams must follow approved recipes, presentation standards and procedures for preparing sundaes, drinks and other desserts. Operators are responsible for food safety, allergen controls, cleaning, equipment maintenance and accurate inventory management. Larger boutiques also require table service and seating management. Local marketing, seasonal promotions and compliance with brand standards are essential.

Experience required

äagen-Dazs targets established business operators capable of developing and managing multiple shops within an agreed territory. Applicants should demonstrate strong organisational skills, financial resources and experience in retail, hospitality or restaurant management. Property acquisition expertise is particularly valuable when identifying suitable high-footfall sites. UK franchise materials have specified a minimum five-store commitment and access to more than £2 million in capital. Applicants must also demonstrate enthusiasm for the brand.

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