Co-Branding: Seasons Eatings From HoneyBaked Ham And Bruster’s Ice Cream

Chain Leader:

Most people would call it co-branding. But not Jim Squire.

“We like to couch it as co-development,” says HoneyBaked Ham Co. and Café‘s director of franchise development of the deal that puts the specialty food retailer and Bruster’s Real Ice Cream under one roof. “It’s two brands operating within the same space.”

The recent agreement allows a franchisee to operate both businesses out of one location. The concepts will have separate signage and entrances, though they will share a back-of-the-house area. Both companies expect the first such units to open this summer by HoneyBaked Ham franchisees in Shelby, N.C., and Charlottesville, Va.

The advantages of the combination, Squires claims, will be better use of real estate and increased sales. “We think one and one equals three,” he says, adding the synergy between the concepts will boost sales higher than if HoneyBaked Ham and Bruster’s units were owned separately.

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