The upscale dessert store has been opening new stores at a prodigious rate but at the recent franchisee meeting at the Bellagio, CEO Doug Ducey told his store owners that the company would open fewer stores and concentrate on new products, reports the Arizona Republic. The move is designed to arrest a big slump in same-store sales.

Customers can expect more colorful ice creams to attract the kids, improved packaging to encourage customers to take home their Cold Stone Creations, promotions for shakes and eventually a greater entry into the fast-growing smoothie markets.

Experts tell the paper that the ice-cream business is competitive with other chains like Baskin-Robbins and Carvel also growing their store numbers. Both have new locations in the Las Vegas Valley. Last summer, Business Press took a look at the local away-from-home dessert market.

And the only way these companies can add to their customer base is by stealing other chains’ customers. Of course, the Cold Stone sundaes are great but with all great desserts, eventually the novelty wears thin but the waistline does not. That will certainly slow same store sales.