Richard Sharoff (photo) had just sold his 21 Boston Market restaurants and was trolling for his next big thing about 10 years ago when he happened across a small chain of underperforming Kansas City ice cream shops in need of some marketing.
The stores were poorly located, away from pedestrian and auto traffic. The black-and-white decor was not inviting to the customer. Marketing was nonexistent and the employees were poorly trained. But the chain had 2 things going for it, he says: great ice cream and the name, MaggieMoo’s.
‘The name was awesome, and the product was simply incredible,’ said Sharoff, 60, of Annapolis. ‘In spite of all of the poor execution, there was surprising guest loyalty. This was a marketing man’s dream, and I dove in head first.’
Sharoff bought the MaggieMoo’s brand name, its franchise agreements and its ice cream recipes. Full article.
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