Tom Carvel, originally named Athanassios Karvelas, was born in Athens, Greece, and immigrated to the United States as a child. This Greek immigrant became the man who introduced soft ice cream to the U.S., turning his name into an American legend.
Today, Carvel Ice Cream is one of the most recognized brands in the country, boasting over five hundred stores and a strong online presence.
A Legendary Name in Ice Cream
For decades, Tom Carvel was a household name in the United States. His journey to fame began with a stroke of luck—or misfortune, depending on how you see it. The story dates back to 1934, when a flat tire changed everything.
The Karvelas family, seeking better opportunities, left Greece in the early 20th century, eventually settling in Connecticut. Thanassis Karvelas was just four years old when his family made the journey from Athens to the U.S. In their new home, his father, Andreas, sold wine in Greek restaurants during the Prohibition era.
By the age of 23, the restless Thanassis had tried and left several jobs, eventually changing his name to the more American-sounding “Tom Carvel.” It was then that he found his true calling: selling ice cream.
The Birth of a Soft Ice Cream Empire
Carvel’s ice cream journey began with a borrowed fifteen dollars and a truck. He took to the streets of Hartsdale, New York, selling ice cream from one of the truck’s windows. On Memorial Day in 1934, one of the hottest days of the year, Carvel’s truck got a flat tire, forcing him to pull into a parking lot near a pottery store. As he worked to fix the tire, his ice cream began to melt.
In a bid to save his stock, Carvel asked the pottery store owner if he could use their electricity and sell his melting ice cream on the spot. The store owner agreed, and Carvel began selling his softened ice cream to passersby.
To his surprise, customers loved the softened texture, and within two days, he had sold all of his stock. It was a revelation: selling ice cream from a fixed location was easier, and people preferred soft ice cream.
Two years later, Carvel bought the pottery store where he had his breakthrough and converted it into a roadside ice cream shop.
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A Secret Recipe for Success
By then, Carvel had developed a unique formula for what became known as soft-serve ice cream. His shop was the first to sell this type of ice cream, which was made using a secret pastry cream formula he invented. Unlike traditional ice cream, Carvel’s soft ice cream was kept at a low temperature without being fully frozen.
In 1936, Carvel patented a machine that produced fresh, soft ice cream and founded the Carvel Corporation. His idea was an immediate success, and within the next eleven years, he sold his “Miracle Machines” to ice cream stores across the country.
Building a Franchise Empire
However, many store owners struggled to operate the machines correctly. Carvel addressed this by personally visiting his clients to teach them how to use the equipment.
In 1947, Carvel had the idea of branding ice cream stores with his own name, given that many already used his patented machines. This idea led to the creation of a franchise model, with the first Carvel franchise opening that year. By 1951, there were a hundred Carvel Ice Cream stores across America.
A Pioneer in Advertising
Carvel was also a pioneer in advertising, becoming one of the first company executives to be the face of his brand. His distinctive voice became familiar to millions through radio ads, which later extended to television. The man with the white mustache became a beloved figure in American homes.
Carvel’s company also became known for its ice cream cakes, including the popular whale-shaped and Santa Claus cakes, all maintaining the reputation of his fresh, soft ice cream.
Tom Carvel passed away in 1990 at the age of 84, leaving behind a thriving company with five hundred stores. His legacy is a testament to the American dream, as he brought joy to countless people through his soft ice cream. Carvel Ice Cream stands as a symbol of success in the history of Greek-Americans.
