MORRISTOWN, NJ – Beenie’s Ice Cream in Morristown has announced it will no longer offer soft serve ice cream, shifting its focus entirely to its signature scoop flavors. The popular ice cream parlor made the announcement via a social media post, explaining the decision to phase out soft serve was made in order to make more room for a wider variety of unique, hand-crafted scoops.
Tony, a representative of the shop, explained in the post that soft serve was never a central part of Beenie’s concept. “The reason we’re discontinuing soft serve is that it was taking up valuable space and has never been our focus,” Tony wrote. “In fact, we intentionally placed the soft serve machine behind a wall to encourage customers to try our more unique and incredible scoop flavors.”
Tony further shared concerns that customers might default to ordering soft serve, leading to comparisons with other ice cream spots and possibly affecting their perception of Beenie’s distinctive offerings. “When we first opened, I worried that customers would order soft serve first, think it tasted the same as anywhere else, and judge us based on that experience,” he explained.
The decision means Beenie’s will continue to serve an array of creative scoop flavors like Banilla Banana, Chiapas Cold Brew Coffee, Chocolate Peanut Butter Cookie Dough, and Cinnamon Toast Crunch, among others.
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