Tastee-Freez Changes Marketing Strategy, Puts Emphasis on Food <b></b>

Utica, Michigan--Tastee-Freez changed its marketingstrategy and plans to promote itself as a fast-food chain, puttingmore focus on sandwiches and other food products than it has in thepast, even as the chain strengthens its ice cream menu. The250-unit chain plans to introduce nine new products this year--themost in a single year--after launching relatively few in the lastfive or six years. Menu additions include waffle-cone sundaes,three new Freezees, the Spicy Buffalo Chicken Sandwich andMelt-Down Fries, french fries covered with bacon, cheddar cheeseand hot pepper sauce.

Tastee-Freez will support the product launches as well as itsline of sandwiches and other food items with point-of-purchasematerial, outdoor ads and freestanding inserts.-Nation's Restaurant News

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