The New Format
Kilwins, the Petoskey, Mich.-based premium confectionery and ice cream franchise, is launching a second franchise format — Kilwins Select — designed to lower the capital threshold for prospective franchisees and accelerate unit growth as the brand approaches 200 open-and-operating locations nationwide. The new model features a smaller footprint, simplified build-out, and a curated assortment of top-performing confections and gifts, targeting high-traffic retail destinations where a full-line Kilwins store may not be feasible.
The move reflects a broader trend across the specialty-dessert segment, where brands are increasingly pursuing asset-light, flexible real estate strategies to reach markets that can't support a traditional inline footprint. By reducing barriers to entry, Kilwins is effectively opening its area development pipeline to a wider franchisee pool — from first-time owners to experienced multi-unit operators seeking a lower-cost point of entry into an established system.
Why It Matters
Brian Britton, president and CEO of Kilwins, framed the launch as a growth accelerant rather than a brand pivot. "Kilwins Select represents the next evolution of our franchise opportunity," Britton said. "We've created a model that allows more aspiring business owners to join our system without compromising the craftsmanship, hospitality and brand standards that have defined Kilwins for generations." Kilwins Select units can operate as standalone locations or function as complementary units within markets already served by a full-line store, giving franchisees and the brand additional flexibility in market coverage strategy.
For the franchise development community, the tiered-format approach mirrors moves seen elsewhere in experiential retail foodservice — a playbook that allows brands to densify existing markets and penetrate tertiary locations without cannibalizing flagship unit economics. Kilwins Select locations will carry the same franchise support infrastructure as full-line stores, including site selection, design and construction guidance, training, marketing, and ongoing operational support.
Competitive Context
Kilwins has ranked No. 1 in the candy, ice cream, and frozen desserts category in Entrepreneur magazine's Franchise 500 for 10 consecutive years, and was named USA TODAY's 2026 No. 1 Best Dessert & Treat Chain. That brand equity gives the Select model a credible platform for the kind of high-traffic, non-traditional real estate — festival retail corridors, outlet centers, tourist districts — where a smaller confectionery format can generate meaningful unit volume without a full build-out investment. The premium dessert and confectionery segment has shown resilient consumer demand even in softer discretionary-spending environments, with experiential retail formats benefiting from trade-down from fine-dining dessert occasions as well as incremental gifting purchases.
Kilwins is actively soliciting qualified franchise candidates nationally. Interested operators can review available territories at kilwinsfranchise.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
