Here's the scoop on new Braum's
Stores will carry more ‘fresh market' items
Here's the scoop on new Braum's

By Richard Mize

Published: June 16, 2007

They're anything but plain vanilla, these new Braum's Ice Cream & Dairy Stores.

Work is well under way on the first of the next generation of Braum's stores at 800 E Lindsey in Norman. It will replace the Braum's at 1320 E Lindsey, built 28 years ago, and should be complete by the end of July, spokeswoman Andie Schwab said.

It's "model W,” the 29th different design of store since the first Braum's opened in Oklahoma City in 1968. Some models were tweaked, not overhauled, hence more models than letters from A to W.

It's the first major new design since "model V” debuted in September 2002, ending the mansard roofs that had defined Braum's exteriors for 20 years.

The plan is to replace some of the dairy-based treat and grocery retailer's oldest stores — 59 locations without drive-through windows — with the new stores.

Stacked-stone exteriors, composition gabled roofs and state-of-the-art digital menu boards inside and out will set off the new stores from the not-so-new.

"We're excited about building our first store with our new look and design in Norman. We've been working on this prototype for years,” said Drew Braum, president.

"Inside and out, from the stone exterior to the stained concrete floors, it's unlike any Braum's store you've ever seen before.”

The prototype has 5,756 square feet of space, a little smaller than the previous model, which has 5,800 square feet, Schwab said.

The space is proportioned differently in the new design to accommodate a change in emphasis at Braum's.

Neither Braum's ice cream nor the 10,000 cows in Tuttle that produce it are going anywhere. In fact, new flavors including cake batter and fried ice cream, plus new sherbets, are coming.

But with the new design, Braum's is reducing the seating areas from around 120 seats to 86 seats, and is expanding its "fresh market” areas to accommodate a growing line of produce and staple groceries.

The new stores will have the traditional fountain area for ice cream, grill area for sandwiches, and the enlarged market for dairy, baked goods, meat and produce, with wider aisles, double checkout counters and automatic doors.

Other features will include wrap-around murals of farm scenes in the market areas, pendant lights over multicolored tables in the restaurants, and open-beam ceilings.

The new stores will replace the chain's oldest, smallest stores.

"My family and I thought it was time for something bigger and better,” said Braum, whose parents, Mary and Bill Braum, opened the first Braum's store in 39 years ago. "Within the next few years our plan is to rebuild about 59 stores throughout a five-state area, using this same prototype.”

After Norman, the next new stores will be built in Choctaw, Oklahoma City, Altus and Ada, Schwab said. Braum's has 276 stores in all in Oklahoma, Kansas, Texas, Arkansas and Missouri.

"It's unlike any Braum's store you've ever seen before.”

Drew Braum, president