Carvel was for most of its history a regional business, most strongly based on the east coast of the United States. As the business climate has changed, so has some of the focus of the brand. There are, as of 2018, approximately 418 retail franchises and food service locations, far fewer than at its peak. Carvel branded products are available in approximately 9,500 supermarkets. Celebration Foods has pushed the brand's presence from 30 states in 2004 to 49 in 2008, allowing them to form merchandising partnerships with national brands, such as ice cream cakes featuring Mars's M&M's characters. Focus Brands is based in Atlanta, Georgia, Celebration Foods is based in New Britain, Connecticut.