Kim Malek’s first business plan for Salt & Straw, her artisanal, community-driven ice cream brand, was met with harsh criticism. “Who do you think you are, Starbucks?” was scribbled across the top, questioning her ambition. However, Malek, who had previously worked as a barista at Starbucks during her college years, was undeterred. There, she witnessed the company’s incredible growth from 30 to 3,000 locations under CEO Howard Schultz’s leadership, and it ignited her own entrepreneurial spirit.
The idea for Salt & Straw was born in the 1990s while Malek was living in Portland. Inspired by the city’s collaborative energy, she envisioned an ice cream shop that could bring people together. But it wasn’t until 2011 that the vision came to life, starting as a small ice cream cart serving locally sourced flavors. Malek, alongside her cousin Tyler, who had been experimenting with ice cream-making techniques, put everything on the line to fund the venture. She sold her house, cashed out her 401(k), and maxed out credit cards to open the first store.
Reflecting on her decision, Malek says, “My father’s small business went bankrupt when I was growing up, which left an impression on me about the risks of entrepreneurship. But Salt & Straw had been a dream of mine for years. I knew the moment would come when I could make it happen.”
The brand quickly gained traction by focusing on community and storytelling through unique ice cream flavors. Each new location brought with it an opportunity to celebrate the stories of the people it served. Malek recalls one memorable moment at an elementary school event when a young boy won a contest to create an ice cream flavor by submitting a poem. His parents later shared how the experience helped him overcome his struggles with stuttering, making it a transformative moment of confidence.
Now, with 42 locations and over 1,000 employees, Salt & Straw has grown into a national brand. Malek credits much of her success to her emphasis on company culture and investing in employees. Ninety percent of the management team has been promoted from within, reflecting her commitment to creating a supportive and growth-oriented work environment. She believes in the power of communication and takes time to personally engage with her employees, especially as the brand expands.
“When we opened in New York City, we had over 1,000 applications for just one store,” Malek notes. “Attracting talent comes down to having open communication and creating a company that people want to be a part of.”
Corporate social responsibility is also integral to Salt & Straw’s operations. The company sources about 70% of its ingredients from first-generation Black, Indigenous, and People of Color (BIPOC) farmers and actively supports initiatives to combat food waste and childhood hunger. Malek emphasizes that these efforts are not an afterthought but part of the company’s core values. She also points out that building a meaningful, values-driven business is key to attracting and retaining talent in today’s competitive market.
Looking to the future, Malek is preparing for a groundbreaking collaboration with Taco Bell to relaunch the “choco-taco” in 2025, claiming it will be the world’s first truly crispy version of the beloved treat. She’s excited about the partnership, which brings together two innovative brands from different corners of the food industry.
As she reflects on her journey, which recently included ringing the bell at the New York Stock Exchange, Malek sees how far Salt & Straw has come. “Ice cream won’t solve all your problems,” she says, “but it’s a great start.” Her entrepreneurial journey is a testament to following one’s dreams, taking risks, and creating a brand with purpose that resonates with both customers and employees alike.
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