Chris Collins, founder of Crave Ice Cream Social, is no stranger to building successful businesses. With 15 years of experience in franchising, Collins previously owned multiple Greek’s Pizzeria franchises, a popular pizza chain in Indiana. Under his leadership, Greek’s expanded from 10 units to 45, cementing Collins’ reputation in the industry.
His career began at Levy Restaurants, a Chicago-based group known for operating eateries in nontraditional locations such as ballparks and Disney World. During his time with Levy, Collins played an integral role in supporting the company’s explosive growth by opening stadium locations across the country. He also had the opportunity to work on high-profile events like the Video Music Awards in Miami and the Kentucky Derby.
Now, Collins is applying his wealth of knowledge to his latest venture: Crave Ice Cream Social. “Being around food my whole life since high school, ice cream is really a fun and low-stress environment,” he shared, explaining his decision to focus on the ice cream industry.
Crave Ice Cream Social opened its first location at Geist Marina in Indianapolis, where it experiences a surge in business during the summer months. The shop has garnered attention for its relaxed, laid-back atmosphere, where the usual “no shoes, no shirt, no service” policy is turned on its head. “That’s just fine, because we’re right on the marina,” Collins joked.
The ice cream parlor features a rotating selection of 28 flavors, using super-premium ice cream sourced from Wisconsin, which Collins believes offers the best milk in the country. Additionally, Crave has established a nationwide supply chain, making it possible to expand to all 50 states.
In addition to its ice cream, Crave offers a range of treats, including cookies, Rice Krispie bars, and scotcheroos. One of the most popular items on the menu is the ice cream sandwich, which consists of two cookies and two scoops of ice cream.
This season, Crave is introducing nostalgic candies and locally sourced honey to its menu. The honey comes from a farm located just outside of Indianapolis, while the nostalgic candies, including Dots and Big League Chew, are displayed on the shelves in a manner reminiscent of Cracker Barrel’s retail setup. “I like Cracker Barrel. There’s one close to me, and I think it’s pretty darn successful there when I’m watching people check out,” Collins said.
The franchise keeps its food and labor costs in check, maintaining a 36 percent total cost ratio, as outlined in its franchise brochure. The upfront investment for prospective franchisees is $260,051, which includes a $49,000 franchise fee. Locations typically range from 1,200 to 2,000 square feet, with flexibility on shop size.
Crave’s franchise offering competes in the crowded ice cream sector, joining other smaller brands like Happy Joe’s Pizza & Ice Cream, Handel’s Ice Cream, and Jeremiah’s Italian Ice. Collins recommends that franchisees hire a team of 10 to 13 employees and allocate one percent of gross sales to local marketing.
In addition to traditional retail locations, Crave has developed a mobile unit in the form of a tricycle with a frozen cooler. This tricycle can be used at events such as school fundraisers or graduation parties, or even brought to the marina docks to serve customers. The cooler holds approximately 150 scoops of ice cream and accepts payments via Square.
With plans for continued expansion and a strong focus on quality, Crave Ice Cream Social is poised for growth in the competitive ice cream market.
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