Ben & Jerry's began as a single store operating out of a converted gas station, and has grown into a global brand, one of the world's most popular purveyors of ice cream, frozen yoghurt, non-dairy frozen dessert and sorbet. Since 1978, the Vermont-based ice cream company has cultivated a loyal following, as much for its socially responsible business practices as its delicious, eclectically named flavours.
Free Cone Day is an annual celebration at Ben & Jerry's, serving free ice cream for fans at their scoop shops around the world. The tradition started back in 1979 at that first shop in Burlington, Vermont, to thank customers for the love and support they showed Ben & Jerry's in its first year.
"On Free Cone Day, every shop is open for the same period of time, from noon to 8pm, and all we do is scoop cups and cones all day — you can't get anything else off the menu," explains Jay Kasparian, Associate Brand Manager, Scoop Shops. "From a franchisee perspective, it's a busy day. They have a lot to focus on — from managing the line to keeping the shop clean to keeping scoopers excited throughout the day."
"Whether it's going to the scoop shop or ordering a cake for on-demand delivery, finding our products at your local grocery store, getting them online, or hosting a catered event at your office, it's critical that we're always thinking about all those different touchpoints, making sure that we are dialled in on the different areas where someone could find us."