ChinaTalk The rise and fall of a Suzhou soft serve baron
Jun 10, 2022
Athena Cao, a consumer industry investor based in Beijing, hosts Turner Sparks, a former English teacher turned Mr. Softee franchise founder and now a stand-up comedian. They share Turner's adventure in the ice cream biz, from catchy jingles and mango flavors to fierce competition and ruthless local regulations. Turner humorously recounts tales of backstabbing and clashing with officials that ultimately melted his sweet dreams. The conversation also touches on cultural influences in China's ice cream market and the shift from business to comedy.
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Mr. Softee's Rise in Suzhou
- Turner Sparks, an English teacher, found success with a Mr. Softee ice cream truck in Suzhou, China.
- His success was based on a catchy jingle and delicious mango soft serve.
The Spark of an Idea
- Turner's Mr. Softee idea was sparked by long lines at McDonald's ice cream windows.
- His college friend, Alex Conway, whose family started Mr. Softee, joined the venture.
Navigating Regulations
- Getting government approval was difficult because food trucks were new in Suzhou.
- The solution: operate trucks as delivery units from mandatory physical stores.