Queensland gelato and dessert brand Happy Pops is turning to franchising to accelerate its next phase of growth, awarding its first franchise in Toowoomba as it builds a model designed for expansion across Queensland and eventually interstate and international markets.
The Toowoomba location is expected to open in time for the city’s Carnival of Flowers in September 2026, marking the first franchise-operated site for the brand.
Founded in Noosa in 2018 by Augusta and Ian Puttkammer, Happy Pops has grown from a single dessert store into a business with three company-owned locations in Noosa Heads, South Brisbane and Mooloolaba. The brand has also expanded into wholesale, including a partnership with Bluey’s World in Brisbane.
Happy Pops says it has sold close to two million pops since launching and employs around 40 people. Its products include handmade gelato, sorbet and yoghurt pops, with the business continuing to manufacture its products in Noosa.
The move into franchising has been deliberately measured. The founders began exploring franchising in 2023 and subsequently worked with franchise consultancy DC Strategy to develop the operating systems and structure required to replicate the concept.
“Our strategy is absolutely not something like 60 stores in 12 months,” Augusta Puttkammer said. “Slow and controlled, and only if it feels 100% right.”
The immediate focus is South East Queensland, particularly Brisbane and the Gold Coast. The company is also considering converting some of its existing company-owned stores to franchise locations.
Puttkammer said the business could potentially award three additional Queensland franchises and two master franchises in 2027, although expansion will depend on finding the right franchise partners and locations.
Happy Pops is offering several formats, including traditional retail stores, shopping-centre kiosks and mobile/event operations. Its franchise investment starts at approximately A$200,000, depending on the format and site.
The company has also been preparing its production operation for additional demand. Its Noosa production kitchen is currently operating at about 30% capacity, giving the business room to increase output as new franchise and wholesale locations come online.
The wholesale channel has provided an additional test of the company’s manufacturing capabilities. Its relationship with Bluey’s World has demonstrated that Happy Pops can supply products beyond its own stores.
“Wholesaling wasn’t the original plan, but Bluey’s World was too good an opportunity to miss,” Puttkammer said. “It gave us the confidence in manufacturing that we can work with a third party.”
Centralised production will remain an important part of the franchise model. Happy Pops says its products continue to be handmade in Noosa using the same recipes and processes developed when the business began.
“Every Happy Pop is still handmade in Noosa using the same recipes and processes we started with, and our franchise partners will work directly with us as we are still very hands-on in the business,” Puttkammer said.
Beyond Queensland, Happy Pops plans to investigate master franchise structures for interstate markets. The model could allow master franchisees to establish local production facilities while developing stores within their territories.
The founders are ultimately targeting a national footprint before pursuing international opportunities. “There’s space for it everywhere. Toowoomba is a great example, a city but a small town at heart. And we can adapt the model,” Puttkammer said.
The company’s longer-term ambition is to develop Happy Pops into a nationally recognised dessert brand while preserving its product quality and customer experience.
The Toowoomba opening will therefore be an important test for the franchise model. Rather than pursuing rapid store growth, Happy Pops is positioning its first franchise phase around controlled expansion, centralised manufacturing, flexible formats and close founder involvement.
