The Frozen Custard Craze: Why It's More Than Just Dessert

Welcome back to the blog, hospitality enthusiasts! In this post, we're diving deep into a sweet trend sweeping the food industry: frozen custard. It's not just a delicious dessert anymore; it's a powerful branding tool, a competitive differentiator, and a key ingredient in creating unforgettable dining experiences. We'll explore how brands like Freddy's Frozen Custard & Steakburgers are leveraging this creamy treat to build loyalty, stand out from the crowd, and capture the hearts (and taste buds) of consumers. This post expands on the insights shared in our latest podcast episode, Fries, Frosties & Food Service Fame: Inside Freddy’s with Erin Walters, where we had the pleasure of speaking with Erin Walters, CMO of Freddy's. So, grab a spoon and get ready to dig in!

Introduction: The Frozen Custard Phenomenon

For years, ice cream has reigned supreme as the go-to frozen treat. However, a contender has emerged, challenging the icy giant with its rich, velvety texture and decadent flavor: frozen custard. What was once a regional specialty, primarily found in the Midwest, is now experiencing a nationwide surge in popularity. This isn't just a fleeting fad; it's a fundamental shift in consumer preferences and a strategic opportunity for food service businesses.

Frozen custard's unique appeal lies in its distinct production process. Unlike ice cream, which is churned to incorporate air, frozen custard is made with a higher proportion of egg yolks and a slower churning process. This results in a denser, smoother product with a richer, more intense flavor profile. The addition of egg yolks also contributes to a creamy, almost melt-in-your-mouth texture that sets it apart from its icy counterpart.

But the rise of frozen custard is about more than just taste. It's about nostalgia, indulgence, and the creation of memorable experiences. In a world saturated with mass-produced goods, consumers are increasingly seeking out authentic, high-quality products that offer a sense of connection and comfort. Frozen custard, with its roots in traditional recipes and its focus on fresh ingredients, taps into this desire perfectly.

Freddy's: A Case Study in Custard-Centric Branding

Freddy's Frozen Custard & Steakburgers is a prime example of a brand that has successfully built its identity around the appeal of frozen custard. Founded in 2002, Freddy's has grown from a single location in Wichita, Kansas, to a national franchise with hundreds of restaurants across the United States. Their success is largely attributed to their commitment to quality, their nostalgic atmosphere, and, of course, their delicious frozen custard.

Freddy's doesn't just offer frozen custard as a side dish; it's a core element of their brand promise. Their custard is made fresh throughout the day, using high-quality ingredients and traditional recipes. They offer a wide variety of flavors and toppings, allowing customers to create their own personalized treats. This focus on customization and quality has helped Freddy's build a loyal following of custard enthusiasts.

Furthermore, Freddy's brand narrative is deeply intertwined with the nostalgia of the 1950s, evoking a sense of simpler times and classic American values. This nostalgic appeal extends to their menu, which features traditional steakburgers, crispy shoestring fries, and, of course, their signature frozen custard. The combination of high-quality food, nostalgic atmosphere, and friendly service has made Freddy's a popular destination for families and individuals alike.

Erin Walters' Insights on Hospitality Trends

As we discussed in our podcast episode, Erin Walters, CMO of Freddy's, brings a wealth of knowledge and experience to the table. Her insights into the latest hospitality trends and consumer preferences are invaluable for understanding the continued success of Freddy's. Erin highlighted the importance of creating a consistent and memorable brand experience across all touchpoints, from the in-store dining experience to online ordering and social media engagement.

Erin emphasized the importance of listening to customer feedback and adapting to changing consumer preferences. She noted that Freddy's is constantly experimenting with new flavors and toppings to keep their custard offerings fresh and exciting. They also leverage data and analytics to understand customer behavior and optimize their menu and marketing strategies.

One key takeaway from our conversation with Erin was the importance of building a strong team and fostering a culture of hospitality. She emphasized that happy employees translate to happy customers. Freddy's invests heavily in training and development to ensure that their employees are knowledgeable, friendly, and passionate about the brand. This commitment to employee satisfaction has helped Freddy's create a positive and welcoming atmosphere that keeps customers coming back for more.

The Power Play of Frozen Custard in the Market

In the competitive landscape of the food industry, frozen custard offers a powerful play for brands looking to differentiate themselves and capture market share. It's not just about offering a delicious dessert; it's about creating a unique and memorable experience that resonates with consumers. Frozen custard can be leveraged to enhance brand identity, drive customer loyalty, and create a competitive advantage.

Frozen custard's versatility also makes it a powerful tool for innovation. Brands can experiment with different flavors, toppings, and formats to create unique and exciting offerings that cater to a wide range of tastes and preferences. This ability to innovate and adapt is essential for staying ahead in the ever-evolving food industry.

Consumer Appeal: Why Frozen Custard Resonates

The appeal of frozen custard lies in several key factors. First and foremost, it's delicious. The rich, creamy texture and intense flavor profile of frozen custard are simply irresistible. But beyond the taste, frozen custard also offers a sense of nostalgia and indulgence. It's a treat that evokes memories of simpler times and allows consumers to escape the stresses of everyday life.

Furthermore, frozen custard is often associated with quality and craftsmanship. Unlike mass-produced ice cream, frozen custard is typically made in small batches using fresh, high-quality ingredients. This artisanal approach appeals to consumers who are seeking out authentic and handcrafted products.

Finally, frozen custard offers a sense of personalization and customization. Many frozen custard shops allow customers to create their own sundaes and concretes, choosing from a wide variety of flavors and toppings. This ability to customize their treats allows consumers to express their individuality and create a truly unique experience.

Competitive Advantage: Frozen Custard as a Differentiator

In a crowded marketplace, frozen custard can be a significant differentiator for food service businesses. It's a product that's both familiar and unique, offering a comforting taste while also standing out from the ubiquitous ice cream offerings of competitors.

By focusing on quality, innovation, and customer experience, brands can leverage frozen custard to create a competitive advantage that sets them apart from the crowd. This can lead to increased brand awareness, customer loyalty, and ultimately, higher profits.

The focus on frozen custard also allows businesses to carve out a niche market. By catering to a specific segment of consumers who appreciate the unique qualities of frozen custard, brands can build a loyal following and establish themselves as leaders in the frozen dessert category.

Olo's Role in Enhancing the Dining Experience

Our podcast is brought to you in partnership with Olo, a leading provider of digital ordering and delivery solutions for the restaurant industry. Olo plays a crucial role in enhancing the dining experience by streamlining the ordering process, improving efficiency, and providing valuable data insights. Their technology enables restaurants to offer a seamless and convenient ordering experience for customers, whether they're dining in, ordering takeout, or requesting delivery.

In the context of frozen custard, Olo's platform can be used to enhance the customer experience in several ways. For example, customers can use Olo to order their favorite custard treats online or through a mobile app, customizing their orders with their preferred flavors and toppings. Olo can also be used to manage online orders, track inventory, and analyze customer data, providing valuable insights that can be used to optimize operations and improve customer satisfaction.

By partnering with Olo, food service businesses can leverage technology to enhance the customer experience and drive growth. This is particularly important in the competitive frozen dessert market, where providing a seamless and convenient ordering experience can be a key differentiator.

Loyalty Strategies and the Custard Connection

Building customer loyalty is essential for long-term success in the food service industry. Frozen custard can play a key role in loyalty programs, encouraging repeat business and fostering a strong connection between the brand and its customers.

Loyalty programs can be structured in various ways, such as offering points for every purchase, providing exclusive discounts for members, or rewarding customers with free custard on their birthdays. These programs can incentivize customers to choose frozen custard over other dessert options and to remain loyal to the brand over time.

Furthermore, loyalty programs can be used to gather valuable customer data, which can be used to personalize marketing efforts and improve the overall customer experience. By understanding customer preferences and behavior, brands can tailor their offerings and communications to better meet the needs of their loyal customers.

In addition to traditional loyalty programs, brands can also leverage social media and online communities to build a stronger connection with their customers. By engaging with customers online, responding to their feedback, and sharing exclusive content, brands can foster a sense of community and loyalty that extends beyond the transactional relationship.

Conclusion: The Future of Frozen Custard in Hospitality

The frozen custard craze is more than just a fleeting trend; it's a reflection of evolving consumer preferences and a strategic opportunity for food service businesses. By understanding the unique appeal of frozen custard and leveraging it effectively, brands can differentiate themselves, build customer loyalty, and capture market share. As we learned from Erin Walters in our Fries, Frosties & Food Service Fame: Inside Freddy’s with Erin Walters podcast episode, brands like Freddy's are leading the way in showcasing how frozen custard can be a central element of a successful hospitality strategy.

The future of frozen custard in hospitality is bright. As consumers continue to seek out authentic, high-quality products and memorable experiences, frozen custard is well-positioned to thrive. By embracing innovation, focusing on customer experience, and leveraging technology, food service businesses can unlock the full potential of this creamy and delicious treat.

So, the next time you're looking for a sweet treat, consider trying frozen custard. You might just discover your new favorite dessert and gain a newfound appreciation for the power of this often-overlooked culinary delight.