Great American Cookies and Marble Slab Creamery’s 80th Houston Location: A Sweet Spot for Growth and Investment

The dessert industry’s latest milestone marks a pivotal moment for Great American Cookies and Marble Slab Creamery, two iconic brands under the FAT Brands Inc. (NASDAQ: FAT) umbrella. Their 80th location in Houston, set to open in 2025, signals not only geographic expansion but also a strategic play to capitalize on rising demand for premium, handcrafted desserts. This milestone underscores the brands’ resilience and growth potential, particularly in a market primed for innovation and convenience.

A Legacy Built on Quality and Innovation

Great American Cookies, founded in 1977, and Marble Slab Creamery, launched in 1983, have carved their niches through distinct offerings. Great American Cookies is synonymous with its Original Cookie Cake and Double Doozies™, while Marble Slab Creamery pioneered the "frozen slab technique" for small-batch ice cream, allowing customers to mix unlimited toppings. Both brands share a commitment to handcrafted quality, a differentiator in an era of mass-produced desserts.

Under FAT Brands’ franchising model, the co-branded store strategy has been instrumental in scaling operations. By combining cookie shops with ice cream parlors, the brands leverage shared foot traffic and complementary menus, reducing overhead costs while appealing to a broader demographic. As of 2025, Great American Cookies operates over 400 locations globally, with Marble Slab Creamery expanding to 40 countries and regions. The Houston milestone—marking their 80th location in Texas—reflects the state’s status as a key growth hub.

Houston: A Strategic Expansion Opportunity

Houston’s urban market presents a compelling case for expansion. The U.S. ice cream market, valued at $18.27 billion in 2024, is projected to grow at a 3.77% CAGR, reaching $25.49 billion by 2033. Houston’s diverse population and rising disposable incomes align with trends favoring premium, artisanal, and health-conscious products—all areas where the brands excel.

Market Dynamics Favoring Growth

1. Premiumization: Houston’s affluent neighborhoods, such as Montrose and Houston Heights, are prime markets for Marble Slab’s small-batch ice cream and Great American’s gourmet cookies. The 30% premium segment growth in developed markets suggests strong demand.
2. Health-Conscious Options: Both brands offer gluten-free, vegan, and dairy-free alternatives, tapping into a 15–20% sales growth segment driven by veganism and dietary restrictions.
3. Convenience and E-Commerce: Houston’s reliance on on-demand services positions the brands well for delivery partnerships and pop-up kiosks, capitalizing on the 10% global e-commerce ice cream sales share.

Overcoming Challenges: A Balanced Outlook

While Houston’s market offers opportunities, it is not without challenges. Intense competition from established players like Blue Bell and Nestlé requires differentiation. Additionally, rising raw material costs (e.g., dairy at 12% cost increases) could pressure margins. However, the co-branded model and FAT Brands’ global scale provide operational efficiencies to mitigate these risks.

Investment Thesis: Why This Matters

The 80th Houston location is more than a geographic milestone—it’s a testament to the brands’ adaptability and the strength of their franchising model. With over 2,300 units worldwide across FAT Brands’ portfolio, the company’s diversification reduces reliance on any single brand.

Key Data Points Supporting Growth

• Market Share: Great American Cookies and Marble Slab collectively operate in 40+ countries, with Houston representing a gateway to further U.S. expansion.
• Consumer Trends: The 3.77% U.S. ice cream market CAGR and 25% growth in plant-based alternatives align with the brands’ offerings.
• Financial Leverage: FAT Brands’ stock performance, if correlated with store openings (as shown in the visual query above), could signal investor confidence in the model.

Conclusion: A Sweet Investment Play

Great American Cookies and Marble Slab Creamery’s 80th Houston location is a strategic move in a growing market. With a focus on premium quality, health-conscious innovation, and efficient franchising, the brands are well-positioned to capitalize on Houston’s urban dynamics and the broader dessert industry’s trends. While challenges like rising costs and competition exist, the co-branded model and FAT Brands’ global reach provide a robust foundation for sustained growth. For investors, this milestone represents more than a store count—it’s an entry point into a sector primed to deliver sweet returns.

Data sources: U.S. Department of Agriculture, FAT Brands Inc. filings, and industry growth projections.