Over the last 30 years or so individuals have been creative in inventing ways to get the ice cream consumer’s attention and in the door. It started with Super Premium ice cream, then came Mix-In, then LF yogurt, then back to gourmet boutique ice cream and now it’s Liquid Nitrogen (LN2) ice cream and non-dairy shops.
To clarify and as my colleague Julia accurately pointed out, that Dippin’ Dots was first to use LN2 to quick-freeze ice cream mix, which indeed they did way back in 1987. The product was offered as tiny dots in a variety of flavors and colors and sold in bulk to vendors. The concept was the first of its kind and called “the ice cream of the future.” Not available in your traditional ice cream shop, but sold in vending carts, sport stadiums and events everywhere. The challenge and limitation was its required – 40 °F holding temp., which is why the consumer did not see it in the freezer aisle at their local supermarket or convenience store.
Years ago, choosing an ice cream was simple but exciting. Customers could between a regular or premium-quality product (probably 10-12% butterfat), three basic flavors, and bits of nuts or chocolate chips plus topping sauces like whipped cream and nuts — but that was pretty much all that was available.
Customers didn’t approach the counter with a list of questions, asking about the fat or calorie content, whether artificial anything was included, or whether the ice cream is Non-GMO or All Natural.
Instead they simply said, “I’ll take this and that flavor and in cup or cone please.”
Nowadays customers are a bit more complex and sophisticated — and with sophistication comes attitude, preference, lifestyle and specific questions that require knowledgeable answers.
Additionally, pulling the customer through the proverbial door is slightly more challenging than it used to be. It requires alternative products and creative concepts that will incite a lot of excitement and chatter within the frozen dessert community.
Do ice cream fads last?
We have seen many concepts come and go. The original mix-in concept by Steve’s Ice Cream came in 1973 and was later resurrected by Cold Stone Creamery. The mix-in attraction offered the ability for the customer to get just about anything tossed into a ice cream flavor of their choice and the resulting fanfare was huge.
Next TCBY (The Country’s Best Yogurt) came to the stage in 1981. People believed ice cream was making them fat. The result: LF and NF yogurt took off like a rocket. Everywhere you looked an ice cream shop was replaced by a yogurt shop offering soft serve yogurt in a few flavors and lowfat toppings. And thus, eating with less guilt came into fashion.
Since the 70’s, crazy ice cream concepts progressed from medium-fat to high-fat, to low-fat, to no-fat. Then came all natural, then premium soft serve, now onto high-protein/low-fat — and all in both soft-serve and hard-pack varieties. A variation of the same theme for sure, but the crazy concepts keep the customer excited and coming in the door.
What is next in the land of frozen desserts?
Liquid nitrogen ice cream freezing a combination of liquid ingredients, right in front of your eyes. Smoke and mirrors, not quite -— simply an accelerated freezing process causing ingredients to become a tasty treat in seconds. The attraction is Liquid Nitrogen at 321 °F changing from solid to gas called sublimation (term contribution by Trish, an engineer and regular patron of Trader Vic’s). The result, a smooth and creamy frozen dessert in a snap of the finger. Not just for ice cream, LN2 will freeze sorbet, yogurt, sherbet, vegan, Italian ice, custard etc. with any fat content. Different from it’s original use (see Dippin’ Dots above), because now it is a “Make and Take Item” and not stored for future sale.
The experience for the customer: Is ordering a custom made flavor, watching liquid ingredients and flavor blend together in a bowl and when the vapor fog clears from freezing using liquid nitrogen, their concoction is delivered in a bowl. For the owner, it’s not only another opportunity to get a customer in the door, but to chat about it later with their friends. From a business practice it’s “Just in Time” make & take product and eliminating the traditional process of holding inventory “back stock” flavors in the freezer.
If this concept seems like the next Great Thing and of interest, then you’ll need to decide if a franchise or doing it on your own is the best choice. In either case look to a consultant to assist you in making important decisions and understand many of the necessities of this concept including, liquid nitrogen, frozen dessert recipes, store concept, necessary equipment, staff training to make your business successful.
Let’s look at a few pros and cons of the liquid nitrogen business.
Pros
- No added investment in finished product inventory
- Little to no need for freezer storage and display case equipment
- Product custom made to order
- Ability to offer numerous and creative flavors
- The freezing process is a great show piece and customer attraction
Cons
- Specialized equipment requiring increased initial investment when compared to standard shop
- Liquid Nitrogen is -321 °F so prone to cold burn injury
- Ongoing written and verbal explanation to customer on product & process, potentially slowing down serve time
- Comprehending the basic fundamentals of dairy and non-dairy ingredients
- Reference guide for staff on how to make each flavor
Here is a link to video and article presenting the concept.
If you are new to the ice cream business or not, I suggest this concept is uniquely different in all aspects including and not limited to equipment, product presentation, ingredient knowledge and initial investment. Investing in knowledge base is the start to owning a successful business.
Darryl can help you decide in the decisions that best match your business initiative and capability.
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