They added other kinds of food and magazines to the concept. We were just escaping from the janitorial business. We decided to go with the business that was more enjoyable, so we sold Reliable. The Double Rainbow franchise system dissolved in 1991, Mark says, but the Bernsteins can continue using the name as long as they sell that brand of ice cream. Customers line up at a counter to place their order, but servers bring their food to the table on china.
Pricing is moderate and portions huge.
Like Dion's, they deliberately serve no alcohol. It allows our food to be higher quality. Like Dion's, the Bernsteins are funding expansion through their own success, without seeking outside capital or equity partners. Naturally, they keep a sharp eye on costs. Operating even four stores won't support a commissary, but Double Rainbow still enjoys the costs savings of vertical integration, right down to roasting their own coffee at the Satellite and acting as an ice cream distributor.