The Buddy System, maker of polystyrene cone holders, has announced
that Culver's Butter Burgers and Frozen Custard will begin using
its products for its frozen custard dessert treats. Buddy System company
president Robert C. Sotile noted, "Culver's is a leading
restaurant chain in the heart of the nation's dairyland, and for
years they have taken great pride in two things, quality and
cleanliness. By adopting the Buddy System for all frozen treats served
in cones, Culver's has bestowed one of the strongest endorsements
from a trusted and valued icon in the restaurant industry."
Headquartered in Prairie du Sac, WI, Culver's has 360
locations stretching from Ohio to Texas. The chain was named "Top
Burger Restaurant of 2007" in a poll by Restaurants and
Institutions Magazine. It is the latest prominent chain to begin using
the Buddy System cone holders. Among the chains already using the
product are Dairy Queen, with about 6,000 units in the United States and
abroad featuring the cone holders; Carvel, with about 650 locations
using the holders; and some 450 Rita's Italian Ice stores.
The Buddy System notes that its cone holders promote good clean fun
without the transfer of germs from dirty hands or airborne sources. The
holder is a single-piece sheath that is manufactured in four different
shapes and sizes to fit almost any ice cream cone. The kid-friendly
product also features a lip with a reservoir that catches drips from
melting ice cream. Cone Buddies are 100% recyclable. Patented in 1998,
the Buddy System was invented in Rochester, NY, where it maintains its
headquarters and manufacturing plant.
In addition to the many advantages to customers, the Buddy System
helps retailers keep their stores clean and "less sticky"
according to company literature. Buddy System reports that more than 30
million ice cream cones were served in 13 countries using the cone
holders in 2007.
In addition to the introduction of the Buddy System in its
restaurants, Culver has also announced a new marketing campaign it
refers to as "Culverization." According to Culver's
President and Chief Operating Officer Phil Keiser, "Culverization
means truly treating everyone like an honored guest. Our goal is for you
to walk out of Culver's feeling better about yourself and your day.
Once you've been Culverized, you'll know what I mean."
The chain notes that it has been "unofficially been
Culverizing guests for 24 years by providing fresh, delicious food,
fantastic service and genuinely warm smiles." Now it will make
those activities official through the introduction of
"Culverisms," described as "humorous sayings that embody
the Culver's way of life."
These sayings can be found and shared on Culver's redesigned
Web site. Through www.getculverized.com guests can spread the goodness
by sending Culverism eCards. In addition, they can also join the
Culver's eClub for the latest Culver's news, special offers
and "other fun stuff." Further down the road the site will
allow visitors to spread the movement by coining their own Culverisms
and sharing them online.
The company reports that the "Culverization" movement
will expand to include guerilla and PR strategies such as street teams
helping to fuel the Culverization movement as well as special promotions
in select markets throughout the year. The movement is also supported by
a new integrated marketing campaign, including TV, radio, outdoor, POS
and online.
COPYRIGHT 2008 Ice Cream
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