Retail Merchandiser - September/October 2012 - (Page 30)

COVER STORY A Cool Business It is a rare feat to create a product that pleases consumers both young and old, but The ICEE Company has accomplished that with its frozen beverages, President Dan Fachner says. Often, he hears from families about how they have enjoyed his company’s products for generations. “When someone finds out I’m with The ICEE Company, I’ll hear about how they take their kids to Target on the weekend and everybody gets an ICEE,” Fachner explains. “Or [they’ll tell me], ‘I remember when my dad took me to the local convenience store and ICEE was our treat for the weekend.’” Ontario, Calif.-based ICEE’s history goes back to the 1960s, when founder Omar Knedlik got the idea for the company in his kitchen. One day, he discovered that his refrigerator had partially frozen sev- The ICEE Co. remains successful with healthier products and new merchandising. eral bottles of soda, which created a cool, unique beverage. When Knedlik began serving the concoction at a Dairy Queen location he owned, he won good customer reviews, inspiring him to start ICEE. Through the years, Fachner says, the company grew with the help of “strong, vibrant customers,” including retailers such as Target, K-Mart and Walmart. “When they opened a new store, we had the opportunity to be part of the grand opening,” he says, noting that ICEE is the most recognized brand in the frozen beverage market today. ICEE has 36 flavors and sells 500 million drinks a year. The ICEE brand is sold in over 55,000 retail locations. “We also service a variety of equipment in the foodservice industry,” Fachner adds. “In total, The ICEE Company services approximately 80,000 pieces of equipment.” ICEE’s products are quenching thirsts outside of the United States, too, in such places as Canada, Mexico, China and the Middle East. Additionally, “Some of the newest markets that we’ve entered are in Panama and Colombia,” Fachner says. He has visited these two Latin American locations, and reports that their ICEE sales are “robust and growing.” The ICEE Company’s products are sold in the largest movie theater chain in Colombia, Cine Colombia. “They’re rolling them out into those theaters as we speak,” he states. Product Pride Fachner joined ICEE in 1979 as a service technician and became its president in 1996. “I’ve held just about every position we have in the company,” Fachner says. “I’m a person who understands the demands of our business.” 30 September/October 2012

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2012

Retail Merchandiser - September/October 2012
Brand Licensing Europe
Showrooming Mushrooming
Pinch the Grinch
Category Insight
Upfront: BJ's Wholesale
Mind Candy
Outfit 7
Halfbrick Studios
Redasign Studio
Sony Pictures Consumer Products
Brentwood Licensing
Andrews McMeel Publishing
Chestnut Petroleum Distributors Inc.
The Hartley Co.
Mollie Stone’s Markets
Regal Oil
80Purple Cow Stores
Ocean State Job Lot
Staples Canada
Brookshire Grocery Co.
Wally’s Food Pride
Jewelry Television
Skin Science Labs Inc.
Great Clips
New & Noteable

Retail Merchandiser - September/October 2012