While Facebook is traditionally utilized by companies to accumulate “friends” who are fans of their products and/or services, Häagen-Dazs has incorporated the social media site as a part of its franchise recruitment strategy.
The ice cream company has created a separate Facebook page—apart from its official Häagen-Dazspage, which currently has more than 560,000 friends—called Ice Cream Boss, which is an interactive game designed to engage and educate potential investors. Each week, Ice Cream Boss gives friends of the page a situation. They are then asked how they would respond to that situation as a franchise owner. The game encourages the transition of interested prospective franchisee to active franchise owner, easing them into this role. It’s definitely a unique tactic to provoke franchisee interest, and a great way for Häagen-Dazs to keep its potential franchisees in one area.