Amorino: Building an Artisanal Ice Cream Empire Through Franchising

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Since then, the business has more than prospered, since today there are 225 stores, including 110 in France and 115 in 17 other countries (Spain, United Kingdom, United States, Mexico, Italy, Portugal, Morocco, etc.) . Only 25 of them are owned by the two partners, 90% of the network being in the hands of franchisees, with a total of 5,000 employees.

A quality image

Their initial observation surprised them themselves: at the time there was no major brand of artisanal ice cream. The market was in the hands of manufacturers present in both mass distribution and traditional sales in containers, or a few local artisanal ice cream parlors well known to local customers in large cities. “Determined to build a national or even international brand thanks to franchising, we took care and worked on our marketing from the start, which has not changed since,” says Paolo Benassi.

It’s difficult to summarize the recipe for their success, but several points have set them apart from the competition for twenty years: the image of the little angel, reminiscent of Cupid; the shops and tableware in brown, gray and gold; ice creams presented in large tubs to be more tempting; the sellers who have followed a training of at least two weeks to serve the ice cream with a spatula and not with a scoop, composing a flower petal by petal in the cone…

“We have always strived to stand out above all through the quality of our products: Syracuse lemon, Piedmont hazelnuts, farm milk and organic French eggs. And all the sorbets are gluten-free and benefit from the approval issued by the Vegan Society”, says Paolo Benassi.

Additional information

> 2002: date of creation
> Paolo Benassi, founding director
> Turnover: 41 million euros
> Operating profit: 5 million euros

Source: company.

And a diversified offer

Another important element: the brand only sets up in places with high traffic. And if the franchise fee is limited to 30,000 euros, without royalties, it is often necessary to count ten times more for the location and the right to lease.

Furthermore, all production is carried out in the 10,000 m laboratory.² from Orly (Val-de-Marne) which delivers directly to all stores in the network. Great benefit of ice cream: as long as the cold chain is ensured, transport is carried out without difficulty and the quality is constant, whatever the distance.

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To ensure year-round activity at its stores, Amorino also offers pancakes and waffles. With a concession, recently, to French-style indulgence: “We offer delicious frozen macaroons, to be placed on ice cream or purchased in takeaway boxes, as well as brioche bites.”

Sales of products other than ice cream, including coffees, cappuccinos and hot chocolates, will represent 20% of turnover this year, which will amount to 120 million euros for the brand, and 45 million for the parent company. Italian delicacy is a limitless vein.