More than ‘cut and copy’: How SA gelato brand St Louis forged its path
By developing unique personalities for each store opened under the St Louis banner, the South Australian gelato business has ensured its franchise model never gets stale.
Gelato is in George Karamalis’ veins.
The founder, who launched the first St Louis store on Gouger Street in 2012, is the son of Arthur Karamalis who ran a gelato shop at Glenelg in the 1990s.
George – who runs St Louis with his wife Mesha – said gelato making was his “first love” and something he was “born to do”.
As it turns out, he’s doubly talented. Not only is St Louis one of the top purveyors of fine gelato in Adelaide, but it’s a wildly successful business model.
The company now has 13 stores in South Australia and two overseas in the Philippines.
St Louis also has plans on taking the model interstate, and has just opened its latest stores: on the bustling Prospect Road in a new build and one in Elizabeth Shopping Centre.
“We’re born and bred South Australians,” said George.
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“We live and breathe hospitality and the streets of Adelaide. I can probably hand on heart say that with all of our stores, we probably have the best locations.
“Prospect Road has developed a lot, and it’s going to continue to develop. We’re excited to be a part of it.”
As for the new Elizabeth store, George said it was a bit of a “surprise”.
“One of my franchise partners said ‘come check this out’, so we went down there on a Monday and it was busier than Rundle Mall; I was just falling off my chair,” he said.
“This was one of those situations where the landlords gave us the opportunity. We went down there, spent a bit of time, and realised it was missing that café culture and Elizabeth as a suburb should be a part of that.”
The launch of the new stores comes on the back of opening a St Louis at Glenelg, in the very same building that George’s father ran his shop back in the ’90s.
“The Glenelg location holds a special place in my heart,” he said.
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“It’s actually where I met my wife, Mesha.
“It is my hope that my father’s legacy continues through me, and hopefully my children and future generations after that.”
This growth of St Louis – which is inspired by the ice creameries of Paris – has been achieved through a franchise model.
George said he’s seen franchising done a particular way, and he’s going in the opposite direction.
“Originally, franchising was all about cut and copy. You would walk into a restaurant or a franchise brand and then walk into the next and you would think that it was copied,” he said.
“If you cut and copy now you actually get left behind, not only with design but with materials and service and products.
“We don’t want to go down the cut and copy path anymore. We want every store to have its own personality.”
Still, there’s one secret to franchising success, he said.
“Finding the right franchise partners that have the same passions,” he said.
“And if you do that, then everyone’s winning.”
