Queensland nitrogen ice cream chain, Nitrogenie, has opened its first store in Thailand, with stores in Indonesia to follow. From a standing start in December 2012 the company has now established three stores in Australia and a master franchise in Bangkok. Indonesia will see its first Nitrogenie store in 2015, with the company in the process of negotiations for Japan and Hawaii. Nitrogenie is an ice cream chain, part of the current wave of gourmand and real food offers appealing to consumers. S
Specially designed liquid nitrogen dispensing systems add a seemingly magic dimension of froth, freezing the ingredients into ice cream and creating a spectacle for customers.
Nitrogenie was created by former ad agency owners, Matthew Bailey and Steve Minon, who also own three Harajuku Gyoza dumpling restaurants in Brisbane and Sydney.
In the past 18 months, although the company has received more than 500 local franchise enquiries, it is concentrating on expanding into Asia.
“As a brand, we’re focusing more globally rather than locally, for a couple of reasons: the brand and price is very focused internationally, in terms of the Asian market, especially Japan and Korean markets. The product is also very aligned to those markets in terms of the theatre, drama, and the Disney-like feel,” Nitrogenie GM Todd Farr said.
Nitrogenie’s Disney-style character logo attracts adults as well as children, tieing in with the signature brand colours, which feature a hot pink and dark purple.
The ‘magical feel’ of the instore experience is assisted by having the nitrogen vapour lit with multi colour LEDs. To demonstrate its artisan nature, the ice cream is plated up in full view, making it closer to a restaurant experience rather than an ice cream parlour.
Such attractions have resulted in the stores becoming local meeting places. “Seating is a good option because Nitrogenie is a brand that activates areas,” Farr said.
“It’s one of the selling points because it is theatrical.”
Australian stores are located at Noosa, Brisbane CBD, and Indooroopilly, with the Indooroopilly store featuring seating for up to 30 and focusing on kids’ parties.
“Nitrogen has been used in restaurants for a very long time to do a series of food applications. We observed the market and saw that the end product could be far superior than the traditional methods,” Farr said. “Then we rolled it out pretty quickly.
“We’re about to roll out the Nitro Party Events, and Nitro Mobile to go to events.”
Flavour choice and a changing offer are also part of the attraction.
“We change at least three flavours each week and have PR flavours once a month, and from the start of February we will introduce at least one entirely new flavour each week.”
Many of the flavour developments are based on nostalgia, such as lemon meringue pies, and Banoffee.
Farr is responsible for the development of flavours. Previously an executive chef at Marriott and Rydges Hotels in Australia and Asia, his background makes him well qualified.
Brand extensions include Nitroshakes; Nitroburgers, a type of macaron ice cream sandwich; Nitrospiders; and the Lemon Meringue Pie Nitrodessert. Soon to be rolled out is a Nitrogenie rewards program and an initiative still under wraps – which Farr claims will be a new way to present Nitrogenie.