Tasti D-Lite has more than 60 locations that sell its creamy, dairy-based frozen desserts in more than 100 flavors.

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For 20 years, Tasti D-Lite has stood as a New York institution, Chairman and CEO Jim Amos says. “Over that time, celebrities, the glitterati, mo­dels [and] actors have grown to love it,” he says.

Based in Franklin, Tenn., Tasti D-Lite has more than 60 locations that sell its creamy, dairy-based frozen desserts in more than 100 flavors. Founder Celeste Carlesimo started the company in New York in 1987, with the goal of creating a low-calorie dessert.

With the help of her food technologist father, Louis Carlesimo, she created the company’s products, which grew in popularity through the years. In 2007, a private equity firm acquired the company, which now operates as Tasti D-Lite LLC.

In addition to its devoted customer following, Tasti D-Lite has enjoyed exposure on such TV programs as “Sex and the City” and “The Apprentice.”

Tasti D-Lite’s products also defy normal classification, Amos says. The company’s products have less fat than ice cream, and do not contain yogurt or yogurt cultures. Most of the flavors also have 80 calories or less.

“There is no other product [like it] in the market,” Amos says

‘A Big Believer’
A longtime veteran of the franchising industry, Amos previously served as the chairman of Mail Boxes Etc., The International Franchise Association and Sōna MedSpa International. He is also a decorated Vietnam veteran and the author of several books, including The Complete Idiot’s Guide to Franchising.

Despite his extensive experience, “I’ve never seen anything quite like [Tasti D-Lite] in 30 years of franchising,” he admits. He explains that he and his partners saw potential in the company, which gained success while doing very little in terms of marketing or public relations.

Instead, Tasti D-Lite grew primarily through word of mouth of its loyal consumer following. Now, to grow further, Amos says the company has assembled “a world-class franchising staff” that features several of his associates from Mail Boxes Etc., including COO Peter Holt.

Although many of the company’s locations are in Manhattan, Tasti D-Lite plans to build a franchise network of 500 locations both nationwide and internationally. “Earlier this year, we signed [a] 93-store development agreement in South Korea and they’ve already opened two Tasti locations,” Amos says.

“We have a lot of significant traction [for] what we believe is a very unique product,” he says, adding that the company also spent the last year and a half redesigning Tasti D-Lite’s trademark and the look of its stores.

Recently, the company opened two new flagship locations at Columbus Circle and the Empire State Building in New York with its new format, and reopened 27 renovated locations in Manhattan and its boroughs. As it opens more, Holt adds that the company will look for ways to tie into charitable organizations. “We believe very strongly in the importance of giving back to the communities we serve,” Holt says.   

Amos says he believes Tasti D-Lite will reach its goal of 500 locations in the next four years. He adds that it plans to expand its menu with more great-tasting and “good for you” offerings, including coffee. “We’re looking at a variety of ways to make our products more healthful,” he says, noting that Tasti D-Lite is exploring additives, such as energy boosters and phytonutrients.

“We’re in a full thrust of a strategic plan to look at product line innovation and extensions that could expand our boundaries beyond soft-serve treats into new day parts like breakfast,” he adds. “Our focus will always be on charting new ground to help consumers find ways to eat and treat without feeling like they’re sacrificing the foods they love or their health.”