Home' Trinidad and Tobago Guardian : May 23rd 2013 Contents The ice-cream market in T&T is
growing "at a rapid rate," the owner
of the Haagen Dazs franchise for
T&T, Barbados and St Lucia has
said. Speaking from the West Mall
Haagen Dazs outlet, Robert Hadad, chief exec-
utive officer of the Hadco Group, said in a May
7 interview: "The market is growing. If you
follow Flavorite sales over the last five years,
they ve been increasing at a rapid rate. They ve
been selling more ice-cream. Now, they re going
to defend it, and tell you that they ve been selling
that ice-cream to export markets, and not to
Trinidad, but I absolutely disagree. I believe that
the ice-cream category has been growing because
there is more on offer, there s more choice."
Haagen Dazs, which has been in T&T since
2003 when it opened its first outlet at Ellerslie
Plaza, Maraval, has since opened five more out-
lets, and is planning two more. Haagen Dazs is
now at West Mall, Westmoorings; MovieTowne,
Port-of-Spain; Price Plaza, Chaguanas; Gulf
City, San Fernando; Gulf City, Tobago; and Eller-
slie Plaza, Maraval.
As for new outlets, Hadad said: "We ve been
talking about Trincity for a while."
He said Hadco is in discussions with Trincity
Mall about the possibility of opening an outlet
there. All Haagen Dazs outlets in T&T are within
shopping malls, although they close at 11 pm,
later than mall hours.
A second new outlet in San Fernando is also
planned in the "new mall in (Corinth) San Fer-
nando where MovieTowne is going," he said.
Hadad expects to open that outlet in 2015.
He said each new outlet involves a US$200,000
(TT$3 million) expenditure.
Referring to the lobby by local ice-cream man-
ufacturers to protect the local ice-cream market,
he said it is difficult "to expand in an atmosphere
of uncertainty," but added he is committed to
"This is our country. We live here. We re stay-
ing here. We re not going anywhere. We want
to see this country do better. If you pay attention
to what s happening in Europe and in the United
States, everybody has tough times," Hadad said.
"So we sit down here (in T&T) and all we do
is complain, complain, complain, but we have
a great country. What we need is good leadership.
We need good guidance, good governance," he
Hadad said he is against protectionism.
"If we re uncompetitive, we need to know
what we re competitive at and do that," he said.
"We got to bring the brands of the world here.
Business only works on hard work, not on pro-
"The overall market is increasing," he said.
Asked where were all these ice-cream eaters
going before, Hadad said: "The market didn t
exist. Of course, we don t have actual statistics,
but I believe the per capita consumption of ice-
cream has increased tremendously in Trinidad."
He said this has to do with economic pros-
perity in T&T.
"Haagen Dazs has filled a void," he said. "It
has a lot to do with the fact that the wealth in
the country is spread more. The oil and gas
money has spread."
He said the market for non-alcoholic after-
work entertainment is also growing, and the
ice-cream market growth is part of that.
"People want to take their kids out. If you
look at MovieTowne, MovieTowne has been
growing at a rate," he said. MovieTowne, which
started in Port-of-Spain, is now in Chaguanas
and Tobago, and will be in San Fernando next.
He said the market for non-alcoholic entertain-
ment and for family entertainment is growing
"and Haagen Dazs is the place to go."
He said: "It s amazing what s happening with
Haagen Dazs. You re seeing a lot of people willing
to treat themselves to a scoop of ice-cream
instead of a whole tub. The satisfaction you get
from less is amazing."
Hadad said Haagen Dazs has created "an
atmosphere on the top level, on the high-end
level." He said: "You re paying $22 for a scoop
of Haagen Dazs."
He said sales are also good when people are
feeling down. "Ice-cream sells a bit more because
it s comfort food. When you re down and out,
what do you want to eat? Something to give
you that rush."
The female market is also important. It is
larger than the male market.
Asked why, he said: "Let me put it this way.
The target market for Haagen Dazs is actually
not children. If you look at the ads, they re sexy,
they re sultry, so who are they including? They re
trying to bring in the younger (adult) generation,
so the target market for Haagen Dazs is actually
between 17 and 30, but children eat ice-cream,
so you get the children (too). That s the target
market for Haagen. At a store like this (West
Mall), it s really to come to in the evenings."
He said Haagen Dazs is also a good option
if "you have a girlfriend and you can t afford to
take her to a fancy restaurant to spend $200 on
her, but you could take her to a nice atmosphere,
and still have a great experience, with someone
serving, and walk away with a $60 bill for two."
He said Haagen Dazs freezers are also in high
demand. "You re seeing people requesting Haa-
gen Dazs from all over," he said, citing Mayaro,
Rio Claro, Princes Town and Point Fortin as
He said Haagen Dazs freezers are in major
supermarkets. "More and more, if you drive
around the country, you re going to see (Haagen
Dazs) freezers. A lot of freezers. Everybody s
asking for them."
No investment is required for having a freezer
in a store. When a freezer is requested, Hadco
studies the location and confirms suitability.
Haagen Dazs stocks the freezer and collects pay-
ment based on what sells," he said. Hadco has
more than 2,000 freezers throughout T&T,
including Ben and Jerry s, for which Hadco is
also the distributor.
Both Ben and Jerry s and Haagen Dazs are
originally American brands. Haagen Dazs is
imported into T&T from France and the US.
Asked about the challenges facing Haagen
Dazs, Hadad said one of the main challenges is
"finding good employees." He said he has good
people now, but needs more.
"Rather than giving people social welfare,
what we should be doing is giving people train-
ing," he said.
On the local service industry, Hadad said: "To
serve people, you need to train people."
Hadco employs about 700 people, out of
which the Haagen Dazs franchise in T&T employs
about 80. The Hadco boss believes young people
should be encouraged to work in the service
industry and "see beyond oil and gas" jobs.
Asked what can the Government do to help
the food industry, he said: "There are three main
things. First, you have to control crime because
the food industry is heavily reliant on people
coming out at night, and they need to feel and
know that they are safe."
"The second thing is you need to stimulate
the economy. You need to get people s confidence
"And the most important thing for me is you
need to focus on the youth and in education,
so that the children, the younger generations,
know that people investment in the entertain-
ment industry is viable. It s tourism. It encourages
MAY 2013 • WEEK FOUR www.guardian.co.tt BUSINESS GUARDIAN
NEWS | BG7
for ice-cream market
4259 ml $98.97
(43.03 ml per dollar)
2000 ml $49.95
(40.04 ml per dollar)
1000 ml $29.95
(33.39 ml per dollar)
1420 ml $56.99
(24.92 ml per dollar)
(22.5 ml per dollar)
Haagen Dazs 946 ml $72.97
(12.96 ml per dollar)
Haagen Dazs 473 ml $46.99
(10.07 ml per dollar)
Ben & Jerry's 473 ml $46.99
(10.07 ml per dollar)
Haagen Dazs 100 ml $13.29
(7.52 ml per dollar)
Haagen Dazs franchise owner Hadco is...
Robert Hadad, CEO of Hadco group
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