How Jeni’s Splendid Ice-Cream Keeps a Line Around The Block
Jeni’s is always located within close proximity to an upscale restaurant, in a walkabout neighborhood, and they’re always open late. Some locations stay open as late as 1 am. Have you ever heard of an ice-cream shop that stayed open later than your favorite bar?
This is a series called “How expensive becomes worth it” - dissecting the anatomy of premium pricing.
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I was thinking about the placements of the physical locations of the shops. The first one that came to mind was Decatur Square in Atlanta, GA. They’re steps away from the some of the cities favorite high ticket restaurants. Next, I remembered West Side Provisions - That Jeni’s is steps away from Marcel. The list goes on. They’re not just in high-traffic areas, they’re in areas where the adjacent businesses are positioned similarly in the market as they are. Pricey, but worth it. Accessible to everyone, but elevated.
After spending $400 on dinner, what’s another $30 on ice-cream? A scoop to enjoy now and a couple of pints to take home. Sounds like an amazing night-cap. Each location has a special bond with the neighboring businesses as well. The individual stores maintaining the connection they have with the community makes a difference. I’ve seen lines wrapped around the building at 11 pm in December.
They completely changed our relationship with ice-cream. It’s not just a summer treat. It’s not just something for kids. It’s an experience that is in the rotation for your night out. It’s just as much apart of your lunch our, dinner, and night life as any other establishment in the area.
Their choices about where they are physically and how they show up for their customers reflect that.
