Handel’s Homemade Ice Cream has experienced impressive growth in recent years, with a notable increase in both sales and store locations. Systemwide sales surged 78.3%, climbing from $59 million in 2021 to $106 million in 2023. Additionally, the company expanded its footprint, growing from 75 units to 124 across the United States.
CEO Jennifer Schuler remains optimistic about the brand’s trajectory, projecting that Handel’s will surpass 150 locations in the near future. Schuler attributes the company’s success to aligning personal growth goals with business objectives, creating a work environment where employees and franchisees are driven by passion. “There’s no shortage of good things you can do to grow a business,” Schuler said. “But when you can create that intersection between passion and business goals, growth becomes easier, smoother, and faster. That’s what makes our growth sustainable.”
Since its acquisition by private equity firm ClearLight Partners in 2019, Handel’s has made significant strides in scaling its operations. However, Schuler acknowledged the challenges that come with expanding a beloved local brand into a national presence. “We’re working through what it means to be a national, iconic brand,” she explained, referring to the company’s growing reach across 16 states. “It’s a balance between maintaining our local community ties and establishing national brand standards.”
Schuler emphasized the importance of striking the right balance between local decision-making and adherence to company-wide standards. “We’re always defining what needs to be a locally-based decision by ownership and what will be a national standard,” she said, ensuring that each location can cater to its community while maintaining the integrity of the brand.
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