Editorial
2022 Industry Outlook This issue features the 2022 Industry Outlook. I sent out a Constant Contact email asking store owners to participate and I had an overwhelming response. Ultimately 12 store owners, from around the country, answered several questions about their business for the past year and looked ahead to predict the future of the ice cream industry in 2022. Questions included the type of store they own and the products they serve as well as how and why they decided to open an ice cream store. Participants ranged from stores that just opened as the pandemic began to stores that were celebrating 25 years in business. We asked how they managed to stay in business during the pandemic. I was genuinely surprised at the creativeness of some of the store owners and how they managed to not only survive, but prosper. Some said that 2020 was their best year in terms of sales. Store owners talked about how the pandemic affected their employees and what procedures they put in place during the pandemic that they will continue even after the pandemic. Then there was the question of supply chain issues. Every one who participated in the Industry Outlook has or is experiencing supply chain issues. Once again, I was amazed at the creativeness of the store owners who participated. Price increases was the next question and again, every one who participated is anticipating and/or experiencing price increases, not only for ice cream and/or ice cream mix, but all supplies. Reasons given for the increase are more demand for products, employee shortage, transportation costs and inflation. Most expected prices to continue upward. And most are adjusting their prices to reflect the increases. We asked what new flavors or products they are planning to serve customers in the coming season. An4
swers ranged from very innovative and creative new flavors to specialty shakes, holiday themed cakes and more. Good employees are one of the “keys” to a good business. We asked participants how they find good employees and what they do to keep them. Store owners said they treat employees like family. Another said good training, strong communication and clear expectations. This question elicited the longest and most comprehensive responses. Then we asked what are the other “keys” to a successful business. Most agreed that you have to take care of a number of things to be successful: your business, your team, your customers and your community. You have to provide good service in a clean atmosphere and get to know your regular customers. All of the store owners use some type of social media. Most use Facebook and Instagram. A few use Twitter and some are beginning to use Tik Tok. Every one agreed that social media gets the message out quickly to customers and draws them in. We asked what the biggest problem they have in running their store and what they do to solve it. Answers ranged from time management, to finding good employees, to getting customers in the door and supply chain issues. Again, many creative ideas to solve these problems were mentioned. Finally we asked what sets them apart from their competition. Answers included beautiful location, unique flavors, level of service, involvement in community and technology, just to name a few. I think this Industry Outlook is one of the best. There are so many great answers and innovative ideas. The Outlook begins on page 10. Lynda Utterback Publisher/Editor
THE MAGAZINE FOR FROZEN DESSERT RETAILERS
LYNDA UTTERBACK Publisher/Editor Editorial and Sales Office 1532 Oregon Trail Elk Grove Village, IL 60007 Phone: 847/301-8400 e-mail:lynda@nationaldipper.com Web: www.nationaldipper.com This publication is a member of: • New England Ice Cream Restaurant Association • National Ice Cream Mix Association • Great Lakes Ice Cream & Fast Food Association • The Ice Screamers The National Dipper (USPS 0001-374) (ISSN #0895-9722) is published six times a year, (Jan/Feb; Mar/Apr; May/June; Jul/Aug: Sep/Oct; Nov/Dec) by United States Exposition Corp., 1532 Oregon Trail, Elk Grove Village, IL 60007. 847/301-8400. The National Dipper serves ice cream retailers in the United States and Canada. COPYRIGHT © 2022 UNITED STATES EXPOSITION CORPORATION. ALL RIGHTS RESERVED. The National Dipper Magazine and The National Dipper Source Books (the “Works”) contain proprietary information and are licensed, not sold. In consideration for the original subscriber of this copy of this work substantially completing and returning the subscription form to the publisher, which act shall be deemed sufficient evidence of said subscriber's acceptance of this non-exclusive, non-transferable, license, the publisher (a) grants the original subscriber only the limited right to use these works in that subscriber's business, provided that said subscriber does not sell, resell, reproduce, distribute, or transmit in any form or by any means, (by way of example and not limitation, photocopying or recording by or in an information storage retrieval system) these Works, either in part or in their entirety, without the prior written permission of the publisher. Without advance written permission from the copyright owner, no part of these publications may be sold, resold, reproduced, distributed, or transmitted in any form or by any means, including, without limitation, electronic, optical, or mechanical means (by way of example and not limitation, photocopying, or recording by or in an information storage retrieval system). For information on permission to copy material exceeding fair use from the National Dipper Source Book or other copies of The National Dipper, please contact: Lynda Utterback, Publisher/Editor, The National Dipper, 1532 Oregon Trail , Elk Grove Village, IL 60007; Telephone (847) 3018400. The “NATIONAL DIPPER” and the “ICE CREAM CONE DESIGN” are registered trademarks of JLM Unlimited, Inc. In new product items and trade news this publication acts only as a news reporting service and assumes no responsibility for the validity of claims or statements. Unsolicited material should be accompanied by return postage. The publisher assumes no responsibility for such material. All letters/e-mails sent to The National Dipper will be considered the property of The National Dipper. Subscriptions are free to qualified recipients.
The National Dipper March/April 2022
