The First Farggi Tubs Ice Cream Parlour Is Opened
The first Farggi parlour opened its doors to the public in July 1993, almost one year after Haagen
12 This price policy would be continued during the following months: Farggi accepted a role as price "follower" with respect to Haagen Dazs, so that when Haagen Dazs took the initiative
11 Swiss chocolate with black chocolate, vanilla with mild to increase prices, Farggi followed suit, raising prices by the chocolate and almonds, and vanilla with milk chocolate. same amount.
Dazs opened its first parlour. A few months later, in November of the same year, the second Farggi parlour was opened in the Rambla de Cataluña, barely three blocks away from the first Haagen Dazs parlour and on the same side of the street. A few weeks later, on 2 December, the third parlour was opened in the "L'Illa Diagonal" shopping centre, on the Avenida Diagonal.
These three parlours were owned and operated by Farggi.13 The necessary investments had been made by the company itself and they were run by Farggi personnel. Responsibility for the day-today management and supervision of the parlours was assigned to Marcos Serra. Eduard Farga was made responsible for planning and initiating relationships with franchisees: identification of future franchisees, negotiation, implementation, start-up and monitoring.
On his return from the United States, Luís Farga had also joined the company as assistant sales director, with direct responsibility for the distribution of Farggi products in supermarkets and other types of non-exclusive food shops. His first task was to study the performance of each of the freezers where frozen mousse cakes were sold. Any freezer that did not reach certain minimum sales levels was reinstalled in a different shop.
The opening of these first three Farggi-owned parlours—true flagships for "Farggi Tub's & Ice Cream"—attracted a lot of attention and the company started to receive unsolicited requests to open franchised Farggi parlours.
This fitted in perfectly with the company's intentions and plans, since they had all been aware, right from the start of the new project, that franchises would be indispensable if they were to continue growing at a high enough rate. Indeed, opening the first three parlours had required an investment of about 140 million pesetas, which the company had financed with bank loans.
Therefore, in early 1994, on the basis of the experience acquired during the first months of operation of the three Farggi-owned parlours and other sources of information, Margarita Farga drew up an operating manual running to more than 200 pages detailing, from A to Z, the operation of a Farggi parlour.
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