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Cold Stone Creamery is looking for a higher-class audience when trying to attract new customers by modeling itself after another retailer that tries to cater to a higher class of customers, Starbucks. While originally the stores had a “red and white tiled, slightly collegiate look, [however] the company has re-designed everything from the floor to the color of the ceiling. Walking into an old, un-retrofitted store is indeed like walking into an eighties’ time warp: no more memorable than the typical neighborhood ice cream or frozen yogurt shop.”(de Mesa) The newly retrofitted stores are more upscale in style and ambiance...
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