Bisnow Reports
Van Leeuwen Ice Cream's Ben Van Leeuwen
Aug 14, 2023
Ben Van Leeuwen, co-founder of Van Leeuwen ice cream, talks about expanding the business overseas, handling inflation, and why American consumer habits are perfect for a pricey ice cream chain. They also discuss their transition from trucks to small stores, trusting their gut over data, managing costs amidst rising ingredient prices, and the decision to expand internationally starting with Singapore.
24:18
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Quick takeaways
- Van Leeuwen Ice Cream strategically selects store locations based on foot traffic and restaurant co-tenancy, relying on a combination of gut instinct and data to make informed decisions.
- Van Leeuwen Ice Cream is expanding internationally, starting with a franchise in Singapore and focusing on finding experienced multi-unit operators to maintain high standards and support the franchise model in larger markets.
Deep dives
Expansion and Growth of Van Luen Ice Cream
Van Luen Ice Cream has experienced rapid expansion, growing from fewer than 20 scoop shops at the end of 2021 to almost 60 shops by the end of this year. The company also sells its products in thousands of grocery stores across America. The founders initially planned to operate ice cream trucks instead of scoop shops, but quickly realized that stores were easier to operate. The company strategically selects store locations based on foot traffic and restaurant co-tenancy, with cities like New York, Philadelphia, Boston, and Washington, DC being ideal for their business model. Despite facing challenges with finding suitable locations in some markets, they rely on a combination of gut instinct and data to make informed decisions.
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