What is the primary customer base for a Ben Jerrys 'Community' shop?
Ben_Jerrys Franchise · 2025 FDDAnswer from 2025 FDD Document
A) A Community shop's primary customers are residents of the area who visit Ben & Jerry's as an occasional splurge, typically in a leisure-time setting. They may consider the shop to be "their local Ben & Jerry's." Real estate types include downtowns, lifestyle centers, strip centers, and malls. With the exception of malls, these are typically storefront locations, over 700 square feet, with seating for customers, and they typically serve a full menu. Mall locations are typically walk-up counters or kiosks with a limited menu, and rely on shared seating with other businesses or have no seating at all.
Source: Item 19 — FINANCIAL PERFORMANCE REPRESENTATIONS (FDD pages 76–81)
What This Means (2025 FDD)
According to Ben Jerrys's 2025 Franchise Disclosure Document, a 'Community' shop primarily serves local residents. These customers typically visit Ben Jerrys as an occasional treat during their leisure time and may view the shop as their neighborhood ice cream destination.
These Ben Jerrys locations are often found in downtown areas, lifestyle centers, strip centers, and malls. The FDD specifies that, excluding mall locations, Community shops are usually storefronts exceeding 700 square feet, offering seating for customers and a full menu of Ben Jerrys products. Mall locations may differ, operating as walk-up counters or kiosks with a limited menu and relying on shared or no seating.
For a prospective franchisee, understanding the customer base is crucial for location selection and marketing strategies. A Community shop relies on building relationships with local residents, which may require targeted advertising and community involvement to establish the shop as a neighborhood favorite. The real estate options also vary, allowing franchisees to choose a location that best suits their investment and operational preferences, whether it's a larger storefront or a smaller mall kiosk.