Restaurant India News: Frozen Fun Opens 700 Sq. Ft. Dessert Outlet at R City Mall Mumbai

Mumbai’s organised dessert segment has witnessed another strategic expansion with Frozen Fun launching its newest outlet at R City Mall. The opening strengthens the brand’s footprint in the city and marks its entry into the eastern suburbs through one of Mumbai’s established retail hubs.

R City Mall was selected based on sustained footfall patterns and a broad consumer mix that includes families, working professionals, and Gen Z shoppers. The location aligns with Frozen Fun’s positioning as a premium dessert-focused brand rather than a standard mall-based ice cream counter.

The Ghatkopar store showcases the brand’s complete product portfolio. This includes artisanal gelato, sundaes, shakes, frappes, signature gelato burgers, affogato, hot chocolate, and both iced and hot beverages such as coffees and teas. The assortment reflects a focus on shareable, visually engaging formats that cater to evolving consumer preferences for experience-led dining within mall environments.

In the coming weeks, the outlet plans to introduce a chocolate tap installation that will pour warm liquid chocolate over gelato and desserts. The feature is intended to enhance sensory engagement and increase in-store interaction, an approach increasingly adopted by dessert retailers seeking to extend dwell time and boost impulse purchases.

The outlet spans approximately 700 sq. ft. and is designed to seat 15–20 guests, with additional standing capacity to manage mall walk-ins. The layout has been structured to balance customer comfort with service efficiency, an important factor in high-traffic retail environments where turnover speed and queue management impact revenue performance.

To mark the launch, Frozen Fun has introduced an in-store Spin the Wheel activation. Customers who share a story tagging Frozenfungelato can participate once per visit. Rewards include complimentary toppings, a mini scoop, or exclusive discounts. The initiative is designed to encourage digital engagement while driving repeat footfall and strengthening brand recall within a competitive dessert retail landscape.

The expansion reflects Frozen Fun’s measured growth strategy within Mumbai’s premium dessert category. Rather than pursuing aggressive scale, the brand appears focused on strategic mall placements that combine high visibility with target demographic alignment.

With its entry into R City Mall, Frozen Fun continues to consolidate its presence across key Mumbai retail corridors, reinforcing its emphasis on craftsmanship, product differentiation, and experiential dessert formats within organised mall settings.