Ever since Good Humor founder Harry Burt dispatched the first jingling ice cream trucks in Youngstown, Ohio, in 1920, kids and adults alike have had a primal reaction to the sight of a vehicle equipped with a cold, sugary payload. Today, ice cream trucks spend May through October hoping to entice customers into making an impulse beat-the-heat purchase. To get a better idea of what goes into making ice cream a portable business, Mental Floss spoke with several proprietors for their take on everything from ideal weather conditions to police encounters. Here’s the inside scoop.
1. IT CAN GET TOO HOT FOR BUSINESS.
The most common misconception about the ice cream truck business? That soaring temperatures mean soaring profits. According to Jim Malin, owner of Jim’s Ice Cream Truck in Fairfield, Connecticut, record highs can mean decreased profits. “When it’s really hot, like 90 or 100 degrees out, sales go way down,” Malin says. “People aren’t outside. They’re indoors with air conditioning.” And like a lot of trucks, Malin’s isn’t equipped with air conditioning. “I’m suffering and sales are suffering." The ideal temperature? "A 75-degree day is perfect.”
2. THEY DON’T JUST WANDER NEIGHBORHOODS ANYMORE.
The days of driving a few miles an hour down a residential street hoping for a hungry clientele have fallen by the wayside. Many vendors, including Malin, make up half or more of their business by arranging for scheduled stops at events like weddings, employee picnics, or school functions. “We do birthday parties, church festivals, sometimes block parties,” he says. Customers can pay in advance, meaning that all guests have to do is order from the menu.
3. SOME OF THEM DRIVE A MINIBUS INSTEAD OF A TRUCK.
For sheer ice cream horsepower, nothing beats a minibus. Laci Byerly, owner of Doodlebop’s Ice Cream Emporium in Jacksonville, Florida, uses an airport-style shuttle for her inventory. “Instead of one or two freezers, we can fit three,” she says. More importantly, the extra space means she doesn’t have to spend the day hunched over. “We can stand straight up.”
4. THEY HAVE A SECRET STASH OF ICE CREAM TO GIVE AWAY TO SPECIAL CUSTOMERS.
The goal of any truck is to sell enough ice cream to justify the time and expense of operation, so freebies don’t make much sense—unless the truck happens to have some damaged goods. Malin says that it’s common for some pre-packaged bars to be broken inside wrappers, rendering them unattractive for sale. He sets these bars aside for kids who know the score. “I put them in a little box for kids who come up and ask if I have damaged ice cream,” he says. “Certain kids know I have it, and I’m happy to give it to them.”
5. THEY’RE CREATING CUSTOM ICE CREAM MENUS.
While pre-packaged Popsicles and ice cream sandwiches remain perennial sellers, a number of trucks are mixing up business by offering one-of-a-kind treats. At the Chunky Dunks truck in Madison, Mississippi, owner Will Lamkin serves up Ice Cream Nachos, a signature dish that outsells anything made by Nestle. “It’s cinnamon sugar chips with your choice of ice cream,” he says. “You get whipped cream, too. And for the ‘cheese,’ it’s a caramel-chocolate sauce.” The nachos work because they’re “streetable,” Lamkin’s label for something people can carry while walking. “The next seven or eight people in line see it, and then everyone’s ordering it.”
6. THEY DON’T ALWAYS PLAY THE ICONIC JINGLE.
Before most people see an ice cream truck, they hear that familiar tinny tune. While some operators still rely on it for its familiarity, Malin and others prefer more modern tracks. “Normally we play ‘80s rock,” he says. “Or whatever we feel like playing that day. We rock it out.”
7. POP CULTURE CHARACTERS ARE SOME OF THEIR BEST SELLERS.
While adult customers tend to favor ice cream treats they remember from their youth, kids who don’t really recognize nostalgia tend to like items emblazoned with the likenesses and trademarks of licensed characters currently occupying their TV screens and local theaters. “Characters are the most popular with kids,” Byerly says. “SpongeBob, Minions, and Captain America.”
8. THEY KEEP DOG FOOD HANDY.
At Doodlebop’s, Byerly has a strategy for luring customers with pets: She keeps dog treats on hand. “The dog will sometimes get to us before the owner does,” she says. “If the dog comes up to the truck, he’ll get a Milkbone.” That often leads to a human companion purchasing a treat for themselves.
9. SOMETIMES RIVALS WILL CALL THE COPS.
Though there have been stories of rogue ice cream vendors aggressively competing for neighborhood space over the years, Malin says that he’s never experienced any kind of out-and-out turf war. Ice cream truck drivers tend to be a little more passive-aggressive than that. “I have a business permit for Fairfield, so that’s typically where I’m driving,” he says. “But sometimes I might go out of town for an event. Once, a driver pulled up to me and asked if I had a permit. I said ‘No, I’m just here for an hour,’ and he said, ‘OK, I’m calling the cops.’ They try and get the police to get you out [of town].” Fortunately, police typically don’t write up drivers for the infraction.
10. SOME LUCKY CUSTOMERS HAVE AN APP FOR HOME DELIVERY.
Technology has influenced everything, and ice cream trucks are no exception. Malin uses an app that allows customers to request that he make a special delivery. "People can request I pull up right outside their home," he says. If their parents are home, there’s one additional perk: "I accept credit cards."
This article originally ran in 2018.