Carvel Marks 90th Anniversary Milestone with Fully Refreshed Shoppe Design, New Logo and New Birthday Cake Flavor Line Up

Carvel®, GoTo Foods’ classic ice cream brand known for The Original Soft Serve® and its iconic ice cream cakes and treats, is celebrating its 90th birthday with the introduction of a brand-new shoppe design, sure to create a fresh, welcoming environment for guests while also evolving the shoppe’s atmosphere  in a way that opens the door for even more opportunity for franchise growth in markets across the country.

Iconic Soft Serve Brand Celebrates Nine Decades of Success by Putting a Fresh Spin on Tradition

Carvel®, GoTo Foods’ classic ice cream brand known for The Original Soft Serve® and its iconic ice cream cakes and treats, is celebrating its 90th birthday with the introduction of a brand-new shoppe design, sure to create a fresh, welcoming environment for guests while also evolving the shoppe’s atmosphere  in a way that opens the door for even more opportunity for franchise growth in markets across the country.

The first two shoppes to debut the new Carvel design recently opened in Gainesville, Florida at 3411 SW Archer Road and in Jamaica, New York at 169-09 Hillside Avenue. The new design is driven by the brand’s commitment to modernizing and refreshing the brand while simultaneously continuing to grow the brand in both new and existing markets across the country.

“Carvel is a brand with such a unique history—one where our founder, Tom Carvel, took advantage of an unfortunately timed flat tire and built a soft serve empire. As we developed this new design, it was important to not only meet the needs of today’s consumers but also celebrate the history and nostalgia of the brand in a fresh, new way,” says Jim Salerno, Chief Brand Officer for Carvel. “I’m confident that this update and refresh will propel the brand forward as we continue to grow our footprint across the country.”

While paying homage to its roots, the new design reveals a modern and refreshed look with subtle nods to the brand’s history. Guests will enjoy a brighter color scheme and modernized logo—with the soft-serve filled cone – and our soft serve machines– front and center. Additionally, the new design features simplified menu boards located on the side of the shoppe to improve guest flow as well as a freezer in the main counter for grab and go novelties.

With optimized functionality and aesthetic appeal, Carvel offers flexible shoppe model options including end-caps, in-lines, urban streetside and captive audience venues. All shoppes with the new design will feature a truck mural, sharing the brand’s origin story, with a nod to Carvel’s 90th birthday. There is also local flair with the “Stay Classic” mural that is unique to each city and celebrates the neighborhoods that Carvel serves.

Honoring Legacy, Embracing Future

What started as a family-owned brand that began in the back of Tom Carvel’s ice cream truck has now become a cult classic with global recognition. To kick off its 90th summer, fans can enjoy a limited time Birthday Cake flavored lineup. This lineup is available beginning May 20 and features rainbow sprinkled, cake-flavored ice cream treats made in honor of the 90th birthday. Birthday Cake will be available in Soft Serve, Scooped, Shake, Sundae Dasher®, Flying Saucer®, Ice Cream Pop, Crunchies and an online exclusive Carvelanche®. After all, it’s not summer without Carvel and when life gives you a flat tire, make soft serve.

In honor of the creation of The Original Soft Serve® 90 summers ago, guests who visit a shoppe during Memorial Day Weekend, May 24-27, can enjoy a complimentary limited-edition cup with the purchase of any medium Shake or Dasher.*

Originally just serving its iconic soft serve, the brand’s menu has expanded to include assorted ice cream cakes like the beloved Fudgie the Whale® and Cookie Puss® cakes, fountain products of shakes and Sundae Dashers®, and grab and go take home treats like Flying Saucer® ice cream sandwiches and the newest addition, Ice Cream Pops. Over the past 90 years, the brand has grown to over 350 locations globally, continuing to delight customers around the world. With the new shoppe design and celebrations for fans all year long, Carvel is honoring its roots while looking forward to the next 90 summers of soft serve.  

Want to celebrate but don’t live near a Carvel? No problem. Carvel is launching new merch throughout 2024 as part of the celebration and the first drop is now available. Fans can express their love for the brand by visiting Carvel’s merch site to snag commemorative swag including apparel, accessories and home items. This limited-time collection features original designs that capture the quirky essence that Carvel fans have come to know and love over the last 90 summers. Those who want to stay in the know for future collection drops can join Fudgie Fanatics, Carvel’s exclusive fan club, to receive early access to the collections when signed up for text alerts.

*From 5/25-5/27/24, purchase any 16 oz Shake or Dasher and receive a 90th Birthday Cup in store at participating shoppes while supplies last. Not valid with any other offers or third-party delivery. Void where prohibited.