We just got word via a press release that Carvel is celebrating the opening of its “newest Lower East Side shoppe” with free ice cream. Exciting, right, Lower East Siders? I mean, the chef-driven flavors at Morganstern’s are alright and all, but nothing tastes quite like big chain ice cream (mmm, tetrasodium pyrophosphate!). There’s just one problem: the shop is at 9 Broadway, which, despite the announcement’s assurances that “Lower East Side guests will also notice digital menu boards,” is not on the Lower East Side. It’s in the Financial District, off of Battery Park, and yet franchisee Eric Chang is quoted as saying, “We hope to serve the Lower East Side for years to come.” Then you might want to move to the Lower East Side, bud. Because your shoppe is in the Financial District.
Sure, we’re guilty of the occasional geographical flub, as is anyone who has ever tried to use a Wiccan trail guide to find out where East Williamsburg ends and Bushwick begins — so it may well be a dick move to go full “gotcha” on a press release sent out by an Illinois-based PR firm that, at the end of the day, is just trying to alert us poor rent-screwed New Yorkers to some free ice cream. But might this be a symptom of something? As #SaveNYC and others fight to keep mom and pops in the city, chain stores continue to move into neighborhoods they (and/or their publicists) are seemingly clueless about, making New York’s retail landscape blander than the soft-serve cones this shoppe will be giving away April 30 and May 2 (if you must).
This particular Carvel is franchised by Atlanta-based FOCUS Brands Inc., which is the franchisor and operator of over 4,000 outlets of chains like Carvel, Cinnabon, and Auntie Anne’s throughout the United States and in 60 foreign countries. We’re not saying FOCUS Brands Inc. is Satan, but Jim Gaffigan does have a theory that Cinnabon® is run by Satan.
Anyway, assuming multiple people had to sign off on this press release, this flub is just a little bit creepier than trying to pass the East Village off as Brooklyn in a movie. The publicist assures us she’ll adjust the wording of the announcement, below, but she should probably just save it for when Carvel inevitably opens a “Carvel Artisanal Ice Cream Shoppe and Cupping Room” on Orchard Street.
Carvel Celebrates New Manhattan Location with Two Free Cone Days
Newest Lower East Side Shoppe to Kick Off Eight Days of Delicious Deals Beginning April 25
Manhattan, N.Y. – April 25, 2015 – Carvel…America’s Freshest Ice Cream®, is celebrating the grand opening of its newest Manhattan shoppe, located at 9 Broadway, with eight days of delicious deals. The weeklong celebration will include two Free Cone Days with all guests receiving a Free Jr. Cup or Cone on Thursday, April 30 from 3 to 8 p.m. and on Saturday, May 2 from 1 to 5 p.m.
“I can’t think of a better way to celebrate the new location than with a week of delicious deals followed by free ice cream for our new Manhattan guests,” said franchisee Eric Chang. “Whether it’s to enjoy our freshly made soft ice cream or to pick up a signature ice cream cake for any occasion, we hope to serve the Lower East Side for years to come.”
The daily grand opening week of deals include:
· Saturday, April 25: Buy one shake, get one for 80 cents
· Sunday, April 26: Buy one sheet cake, get an OREO® Lil’ Rounders® 6-Pack for 80 cents
· Monday, April 27: Buy one sprinkle cup multi-pack, get one half off
· Tuesday, April 28: Buy one small cup/cone, get a kid’s cup or cone free
· Wednesday, April 29: Buy one classic soft ice cream sundae get one free
· Thursday, April 30: Free Jr. Cup or Cone (soft serve only)
· Friday, May 1: Buy one Sundae Dasher™, get one half off
· Saturday, May 2: Grand Opening, Free Jr. Cup or Cone (soft serve only) and buy one Flying Saucer® multi-pack, get one half off
The new Manhattan location features the enhanced Carvel shoppe design, which the brand unveiled last year to commemorate its 80th anniversary. Updates in the shoppe include new dipping cabinets and a topping bar. Lower East Side guests will also notice digital menu boards and an inviting atmosphere with an updated look, wood-finished floors, vibrant colors and new brand imagery, including a revamped logo.
Founded in 1934, Carvel is the first retail ice cream franchise in the country. Carvel is most notably recognized for its signature ice cream cakes, Fudgie the Whale® character, freshly made soft ice cream and other carefully crafted novelties.
Carvel is located at 9 Broadway and is open Monday through Friday from 11 a.m. to 8 p.m. and Saturday and Sunday from 11 a.m. to 7 p.m. For more information, please call (212) 785-5688 or visit www.carvel.com.
About Carvel Ice Cream
The United States’ first retail ice cream franchise, Carvel® Ice Cream has become one of the best-loved and most recognized names in its industry. The company is a leading provider of premium soft ice cream and hand dipped ice cream products, as well as uniquely shaped ice cream cakes, including its signature Fudgie the Whale® and Cookie Puss® cakes. Atlanta-based Carvel currently operates over 400 franchised and food service locations. Visit www.carvel.com for more information, follow us on Twitter @CarvelIceCream of become a fan at http://facebook.com/CarvelIceCream
About FOCUS Brands Inc.
Atlanta-based FOCUS Brands Inc. is the franchisor and operator of over 4,000 ice cream shoppes, bakeries, restaurants and cafes in the United States, the District of Columbia, Puerto Rico and 60 foreign countries under the brand names Carvel®, Cinnabon®, Schlotzsky’s®, Moe’s Southwest Grill®, Auntie Anne’s® and McAlister’s Deli®, as well as Seattle’s Best Coffee® on certain military bases and in certain international markets. Please visit www.focusbrands.com to learn more.