How I Built A $300,000-A-Day Ice Cream Empire Called Van Leeuwen
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- Опубликовано: 28 сен 2024
- Over the past 15 years, Van Leeuwen Ice Cream has grown from a single ice cream truck to a nationwide chain of scoop shops. Leading this mission was none other than the co-founder and CEO, Ben Van Leeuwen, armed with a vision to completely shake up the ice cream industry with freshness and top-notch quality.
Produced and Shot by: Lauren Shamo
Senior Managing Producer: Eric M. Clark
Supervising Producer: Jessica Leibowitz
Editor: Dennis Donovan
Animator: Elham Ataeiazar
Additional Camera: Tasia Jensen, Raffi Paul
Reporter: Nicolas Vega
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How I Built A $300,000-A-Day Ice Cream Empire Called Van Leeuwen
Amazing! This video is so informative and lays out a blueprint for all businesses:
1. You don't have to invent something new; improve something that already exists.
2. If you think it's a good idea, don't give up.
3. Test out different strategies; don't be afraid to pivot.
4. Your customer base is already there; if your product or service is good, they'll come around to you.
5. Don't be greedy with paying yourself over company profits; invest it back into the company and reap rewards later on.
You left out the biggest thing:
Come from a rich family like the founders.
nice job
@@Sssteeloexcuses
Nice
@@skwad240not excuses lmao, just the truth. there are enough start ups they could’ve used for this item that were actually build from scratch .
Crucial Statement: Ben, Laura, and Pete paid themselves $40K a year each for the first 10 years, even after making $1 Million in revenue.
So many businesses die because founders want high salaries in the beginning. They can now potentially sell their brand for a $1 Billion.
$1million in revenue is not relevant unless you know what the profit margin was
@@thisworldisabirdcage 40k a year in new york is really not that much...
The issue is usually one of impact to others around you. A single unmarried founder can usually do this, because they're only impacting themselves. The issue comes when you're a founder and have a family to feed. Unless your spouse can pick up the slack, it gets really tough to make your kids live around the poverty line.
No way is this business worth a billion. Max 985M
An average pizza store in NYC generates around $1 million in revenue annually. Paying three salaries of $40K each from this gross income appears rather extravagant, particularly given the relatively narrow profit margins common in the food industry.
From Greenwich VIllage and got a Whole Foods deal on his first day? These videos are supposed to be for rags to riches people, not well connected people pretending their insider status didn't start them off at 3rd base.
It’s Greenwich CT but yeah, he definitely came from money.
@@katehudson6490 Lol Greenwich is like one of the richest neighborhoods in the US.
The more you understand economics the more you realize the 'rags to riches' people are such unicorns when it comes to success of this scale that you can't make a whole video series about them because there aren't enough.
Always gna be haters and bitter people in life
@@24sumo There are a lot of unnecessary haters but this is a joke lol. If you were born in Greenwich you literally started at the finish line.
I really just want these stories to be told in a truthful way: the way they glossed over him growing up in Greenwich and being born into a well off family is wild
I know.
Stop hating
This isn't a rags to riches story; it's about how three people turned 1 ice cream truck into a nationwide business. It's a story about business growth. They never claimed to be poor; they were college educated and happened to have $60,000 in start up funds before selling their first scoop so anyone with a brain could connect the dots to determine they came from at least middle class backgrounds.
Yeah, I waswondering while watching this how they afforded NYC flats and money for testing if they had no income.
@@alexcasey351how is this person “hating” if they just want the facts & not fairytales?Continue living in your delusional world where people & the media just lie to you & you keep eating it up like a child.
An offer from Whole Foods on opening day? That's crazy. Awesome.
they really glossed over that part
i wonder if a manager or executive happened to randomly buy ice cream from them on the first day
Insane luck!
@@LucariosTrainer i mean maybe but the odds are close to nil... maybe i'm a pessimist but i'd bet they already had some connections from growing up wealthy in greenwich and that would explain the glossing over that key point in the story.
@@amaiaamaiaahow about the part where the glossed over the fact that they paid each other 40k each year for 10 years 🤔
He grew up in Greenwich CT- one of the wealthiest cities in the US (think retired Wall Street executives, top celebrities, etc.). He obviously comes from money and his family funded his lifestyle in NYC while he “struggled” to start his “humble” business. Their product is great, but trust-fund kids trying to make themselves seem relatable to the average person while gaslighting us making us think that “hard work” is all it takes makes many of us cringe. MONEY & FAMILY CONNECTIONS.
exactly! they never went into detail about how they got the initial 60k. they just "scrapped" together 60k? lol okay...more like friends and family game them loans/grants
that’s just how life is. it’s unfair but that shouldn’t stop anybody from trying, because trying and failing is where the purpose comes in.
Money makes money, that's life.
This guy gets it.
@@jaya5920 And most people would agree. Does not mean that stories like this have to be shown without nuance. It should be recognized that he had help and support that many do not, even if he did something with it that many could not have.
I can attest, this ice cream is FANTASTIC!
How much??
It is but the cholesterol on some flavors is insane - they use a ton of eggs
sounds like a personal problem to me @@icingcake
Better than Häagen-Dazs?🤔
@@1525boy WAY better! 😃
I can’t tell you how shocking it was to go from Brooklyn to visit family in Oklahoma and discover Van Leeuwan in the freezer section of Walmart, lol
It's in the Walmart freezer in Austin, TX as well!
Ayo! I’m in upstate NY. Also have family in Oklahoma.
I found Van Leeuwen ice cream last year. Since it's French ice cream, it uses more eggs so the egg shortage didn't do its price any favors. However, I still buy it.
If you read its ingredient list, it's super simple. Usually just milk, cream, sugar, eggs, and whatever flavoring for that particular ice cream. Now read the ingredient list of an ice cream at half the price and the ingredients becomes 3 times longer and would have locust bean gum, guar gum, carrageenan, dextrose, stuff processed with alkali, soy lecithin, etc. I'm sure much of that is preservatives and ways to get that ice cream to taste the way they want it, but at that point, are you really eating ice cream anymore.
Go buy Aldi's Specially Selected ice cream. It is super simple and half the price.
I read the ingredient list and is not that clean. I put it back 😂
I love their ice cream 😍 I'm so happy for them! If you haven't tried them yet, definitely go check them out. Fun fact since it's not mentioned in this video (I think) : Van Leeuwen sells non-dairy ice cream and it's AMAZING!
Seattle person here...never heard of the brand before today!. This is an AMAZING story! .
Never heard of Van Leeuwen (most likely because I live in Europe). But after watching this, I can not stop thinking about that ranch flavoured ice cream. At $6,90 a scoop, it is a bit too much for my taste though.
Overpriced for a scoop of ice cream regardless what they label as.
God bless you. You've made ice cream even sweeter in my adulthood and your company's marketing is UNMATCHED! Continued success to you
I love CNBC make it videos, hope to make it to the millionaire series videos, and would want to work here as well in data analytics or the tech team
Happy for you I would also love to work in tech space
i want that too! i just finally got into the IT field & this channel really helped me pick a career !
If you open too many stores, you’ll end up like Krispy Kreme. Keep it contained like In-N-Out
these guys are awesome. such great work ! the definition of hard work pays off
The fact that they didnt hire any employees till 5 years later, or raise VC money until 10 years later is insane
Incredible job to the founders!!👏🏿👏🏿👏🏿👏🏿
Few months ago I got a pint of Van Leeuwen - What made me choose it was the simple classic packaging, the basic ingredient list and also because it seemed "high end". It also carried a high end price at like $7+ per pint. I decided to choose Vanilla, as any Ice Cream company should always be judged by their Vanilla first.
Was unexpectedly underwhelmed by it. Tasted like "cold sweet" more than Vanilla. Was also far less "creamy" than most other ice creams and much harder density/consistency. Wouldn't go for it again but that's just my taste and opinion.
My hubby and I are watching this as he eats his new favorite ice cream he claims lol, their banana cream pie with fudge swirls lol. He LOVES it!
Love this story, love their ice cream!
So happy to see Van Leeuwen featured, and learn more of their story. My favorite ice cream!!! Try the earl grey 💜
Such an inspiring story! Good on them!!
I really like how they have some of the most innovative vegan flavors. I can finally enjoy ice cream with my family again.
Glad the US finally got good ice cream. I remember when I was in new york about 10 years ago there were barely any good gelato or good artisan ice cream shops around. It was really sad, when I was used to the many choices in Canada
The US is far bigger than New York 😉
I thought it was a dutch brand, because Van Leeuwen is a dutch surname.
They pronounce it like they have permanent brain freeze though. "Ven Lee When" I could respect. "Van Loo When" is all kinds of wrong.
He probably doesn't speak a word dutch, but at least pronounce your last name correct hahaha @@spoenk7448
The campfire/smores flavor is so good!!
I'm glad I was in Soho to witness their start in 2009!
honestly, the original design on the pint was great too!
I walked by your product and almost bought a pint. Now I'm definitely going to! I love the new packaging!
This was a great story. Pretty awesome (and maybe lucky) that they were approached by a rep from Whole Foods on opening day. This abousltely helped their growth, which is fantastic. If I'm ever in NY, I've gotta try this!
$7 for a scoop of ice cream? Y'all crazy. So many holes in this story...were they working other jobs during the idea phase? Where did the $60k come from? Where did the living $ come from while they were starting out? Did they use any savings? Did the other 2 founders have a big $ part? Any rich relatives? You know...all the rings you can leverage when starting a biz that not everyone has.
The $60k came from funding, such as venture capital or private funding from friends/family but it certainly wasn’t traditional earned income
@@onetwo-dr8hl well it sure wasn't venture funding....that's the million dollar deals. Just curious, as having access to funds is super critical to businesses starting and surviving. So go into more details on starting a business on a business channel
He grew up in Greenwich CT- one of the wealthiest cities in the US (think retired Wall Street executives, top celebrities, etc.). He obviously comes from money and his family funded his lifestyle in NYC while he “struggled” to start his “humble” business. Their product is great, but trust-fund kids trying to make themselves seem relatable to the average person while gaslighting us making us think that “hard work” is all it takes makes many of us cringe. MONEY & FAMILY CONNECTIONS.
i generally agree with your questions - but for this specific video, i don't think it's relevant at all. $60k is only $20K each. you don't need to have rich family members to come up with $60K amongst 3 founders. i get it - you're trying to discredit the success of these 3 entrepreneurs by saying, "oh - but they had rich daddies and mommies". i'm usually a cynic like you, but my attitude would not apply to these seemingly humble beginnings.
@@roadracerdave7645 not a cynic. Just tell the whole story. It was far more than $20k each when you factor in years of living expenses before making a profit. Tons of people have good ideas and plans but funding is the downfall. Just be real.
nice work on the rebranding. maybe pentagram could take off the logo too for the next rebrand.
Their icecream does feel a little heavy and too sweet, but love this story for them!
i never understood the hype. it tastes mediocre
It’s expensive at Sprouts.
when the video said the recipe is heavy on cream and eggs - i never thought this would be a health-conscious product. its success definitely bloomed out of hard work and advertising - not health
@@roadracerdave7645 It's ice cream. Even if they make a broccoli flavor, it's still going to be surrounded by fat and sugar.
I think their old logo was better, haha
Definitely was..had more unique character..ironic that the old logo only cost maybe a few hundred bucks to develop and the now super simplistic logo cost hundreds of thousands via a corporate consulting firm 😂
yeah same here. and to think they worked on the new logo for 1 year! i bet they literally paid millions of consultation fees to Pentagram.
@@onetwo-dr8hl Agreed! It blows the mind that many months of work and "great"/"strategic"/"business" minds actually end up producing something crappier than the original vision. Kind of comedic actually!
Amazing story! Perfect example of you get what you put in. Thank you for sharing your struggles to serve as motivation for all future entrepreneurs.
He’s from Greenwich Connecticut he doesn’t know anything about struggle lol
@@vagas99 you don’t know the guy. Just because he lived in that neighborhood, doesn’t mean that he didn’t struggle financially. Not everyone in Greenwich is wealthy/upper class.
Seattle person here...never heard of the brand before today!
Whoa. I love this!
Is anyone else wondering how the owners and all the employees are so thin?? If I look at ice cream I gain weight😅
The price per scoop is crazy. I can get a pint of Hagen Daz for $4.
My family went to your ice cream shop in Denver this summer. It literally was the best dairy free ice cream I ever tasted.
I find it extremely smart that they decided NOT to advertise and instead invest in their product. Word of mouth is WAY more effective today with social media. They also sell with a major grocery store chain that "Whole Foods" is, which was a fantastic business decision. All the best for their continuous growth. Cheers.
Part of myself likes that people try to make good products, but I also have major issue getting into business to eventually make people pay $6.90 for a scoop of ice cream. I can make a whole tub of ice cream myself with a home ice cream maker that tastes better than this because I can spare no expense and I can still make something with a lower cost per unit.
You don't have to pay for infrastructure: vans, storefronts, employees, factories. Nor can you continue to exploit your own labor--which you have not accounted for. And what of your rent and equipment? Of course, you can do it for cheaper. I could have reproduced my 100 dollar Chinese Lobster Dinner for 1/3 of the cost. But I don't have to rent a storefront, pay employees, and have a laundry service press my linens.
@@swicheroo1yep. 💯
i recently tried this brand..... high quality , amazing. might be the best pint iv ever had, customer for life.
Hoping for this to hit Europe at some point!
These guys clearly had help from daddy’s connections. Whole Foods doesn’t just offer some niche ice cream truck a deal on their first day.
we get it ur envious
Hi Ben,
I see your name and immediately think that you are a Dutch person who wants to start here
But it turns out that you were born in America, yet in terms of thinking I see that you are a Dutch person through and through
great that your product is an absolute TOPPER, keep it up with your partners and make something beautiful out of
My god that's expensiveness £5 for one scoup I could get a whole desert for that over here!
It’s just mind blowing that scoop of ice cream in USA cost 6$ and people queue for it……
If you're not selling a pint, DON''T CALL IT A PINT. 414ml does not equal a pint.
not the most extravagant thing but so inspirational, such a great video with a great storytelling.
When is the Singapore outlet opening?
great story. congrats to you all!
I've only had their Earl Grey tea flavor because I love Black tea and it was good I must attest.
I just had this ice cream for the 1st time last week and I’m hooked…I love the praline pound cake flavor 😋
Yeah here in DFW Texas their pints don't sell that well they go clearance all the time $5 a pint is too high for Texas folks. BlueBell is more popular $8 a 1/2 Gallon but i'll give them a try now that i see how much passionate they are and how hard work to make thier Ice Cream.
They have the location in West Village if you’re in the area. Regularly a line right now, but I see what you’re saying with competition from blue bell in store and Braum’s from a destination
@@HillCountrySlowdown I by there all the time i'll check it out i live close to the Stockyards thanks i didn't know it was there i'll take my kids
I used to live in NYC. Van Leeuven Ice cream was so-so at best.
Fascinating. Am curious if they think their success is because of luck or hard work. If, say, they didn't get the offer from Whole Foods on their first day, would they have survivied?
Very cool story, though I need to be honest, I tried one of their packaged ice cream sandwiches the other weekend and was very underwhelmed. I'll be sure to give them another try if I ever encounter one of their scoop shops!
6.90 a scoop? 😵💫
I feel like the wholesale revenue story is an unsung aspect of this story that I wanted to hear more about, especially since they aren't doing advertising, but they are stocked on shelves like Whole Foods
Van Leeuwen (Lay-oh-wuhn) is actually dutch for ''From Lions'' dope way that subliminally the business does dominate like a lion xx
their vegan flavors are incredible
For some reason, my brain missed the c and r, and was shocked lol
Quality & vision 🎉
great leaders; not in battle but in selling ice cream!
I’m not an ice cream fan, but THIS ONE IS THE BEST!!! Honeycomb and earl grey 😍😍😍😍😍😍😍
Great video! Learned a lot!
This is some of the best ice cream I’ve ever had. The honeycomb flavor is my favorite ❤️
Van Leeuwen, reminds of Aliens (the movie), the chairman of the Interstellar Commerce Commission board
Maybe he is an alien pretending to be human with a fake life story 😆
I would like to start ice cream business like this in Philippines. But I know how to start. Im very Inspired
and also good advise don't start the business with a lot of investment and loan. the story is so inspiring!
Greenwich is really fancy.. kind of like the ice cream.
Enjoyable watch. Great stuff.
Their ice cream is fabulous! 🍦
I'm in South Africa and simply cant find an investor. In December people buy ice cream like crazy. Every investor invests in their own and somehow expect other entrepreneurs to start a company with no money.
love this. great team, great brand, passion, and delicious fun!🍦🍧🍧🍨
We love their ice cream! We review all that we can. Great I've cream!
How the whole foods offer come about? Now thats an interesting story!
have they thought about Canada its just up north, and im sure people are opened to taste new flavors, just like me. 🇨🇦
Great story, cheers 🥂 to their success!
I love Van Leeuwen ice cream!! Please open more shops in the Philadelphia suburbs (Abington, Willow Grove, Upper Dublin area) 😃😃❤❤
Bassetts Ice Cream (local Philadelphia brand with a shop at the Reading terminal and sold in pints everywhere) used to be as good as Van Leeuwen, with the only ingredients being cream, sugar, vanilla, chocolate, etc. Breyer's was the same but had less butterfat. Both brands were very good. Now, sadly, they have additives, thickeners, etc. Alas...
$7 for a scoop 😅is ridiculous would never buy for that price lol but heyyy if there’s buyers willing to take out cash like that then good for them 🤔
Their ice cream is great but sooo expensive !
6.90???????? help who's paying that much for ONE scoop of ice cream
I hope Van Leeuwen is vegan - no dairy.
Singapore! Where in Singapore?
I could have done but I’m lactose intolerant! Kidding. Good for you. Takes work and risk many of us don’t appreciate.
Classic Patrick lol 😂
It's A Story About Life 🙌🇻🇨
old logo so much better lmao this minimalistic movement is insanity
Van Leeuwen, are Dutch by origine or not? Anyway, great concept and all the blessings
I've been eye this ice cream brand in Wal-Mart but wasn't sure it would be good after seeing this I'll definitely be giving it a try 🍨
Van Leeuwen now has a shop in Singapore!
I just went to my first one yesterday in DC
A scope cost $6.90..... No wonder why we are at 1 Trillion dollars credit card debt.
Is Ben from Leuven in Belgium?
Van leeuwen is originally a Dutch name, though I did see that it could also be from Jewish people changing their last name Levi to protect themselves. Regardless, great 'documentary' and absolute inspiration on what you can achieve from something we would think is easy
Unbelievable resiliance 👍.
Congratulations!
This is a Riches to Riches story here 😳💰💰💰😉
What's so special about this ice cream? I want it now 😊 big up to the founder
Any stores coming to San Antonio?