• April 24, 2009

QSR Marble Slab Creamery is rebranding to better reflect its "gourmet ice cream experience."

This spring, the chain, which has more than 390 locations in 35 states, Canada, Mexico, Lebanon, Bahrain, Kuwait, Oman and the U.A.E., will roll out redesigned packaging on all containers and point-of-purchase materials. The new containers will highlight the tagline "Find Happiness Within" and move from plastic to paper to be more environmentally friendly.

Marble Slab is also redesigning its Web site to give it a more "high-end" look, make it more user-friendly for international visitors, and enable online ordering of ice cream cakes.

Starting this fall, stores will be remodeled, with a design featuring a new "chocolate" and pink color palette.

Started in Houston in 1983, the chain offers super-premium, hand-mixed ice cream and baked waffle cones, made on site. Customers select fresh fruits, nuts, candy and cookie add-ins, which are mixed into their ice cream selections on a frozen marble slab.

The chain is owned by Atlanta-based franchise brand management company NexCen Brands, Inc., which also owns Great American Cookies, MaggieMoo's, Pretzelmaker, Pretzel Time and two retail franchises, The Athlete's Foot and Shoebox New York.--Karlene Lukovitz