If I Open an Ice Cream Store, Who Will My Ideal Customers Be?
So, you’re thinking about opening an ice cream store, serving your ideal customers. You want to be your own boss and create a place where happy people will come to enjoy tasty treats.
But who will those happy people be? No matter what business you start, you need to know who your target audience will be, who are your main avatars? Marketing is vital with any company, but you can’t begin to market your ice cream store until you know who you’re ideal customers are.
What we mean by “avatar” is the specific type of person you are trying to reach. This means knowing things like:
- What age brackets will by customers be?
- What kind of income bracket are they in?
- How much will they likely spend on my products?
- Where do my ideal customers live?
- Do men or women like my product more and will be more likely to become regular customers?
- How often will my customers buy my product – repeat business?
- Is my product seasonal or year-round? If seasonal, what other products do I need to carry to make it more appealing year-round?
These are just a few of the things you need to learn before choosing a location, a type of product, product price points, and exactly what products to carry. Ice cream has a target demographic like any other product. So, what are some of the answers to the questions that will help define your best customers?
What age brackets will by customers be?
You would think that ice cream is popular mainly with kids, so young people. Right? You might be surprised to know that Americans over age 55 are the biggest consumers of ice cream at home. They average 56 times per year, which means more than once a week as opposed to the national aver of 41 times per year.
If you are planning to offer frozen custard in your shop, remember that this is a premium ice cream as well and attracts the older – over 50 – demographic so you cover a pretty wide population by making this the star in your business as it is loved across age groups.
How much will they likely spend on my products?
Families with children will more likely look for better value and less cost. This is where custard can be a great choice if you’re seeking to set up an ice cream shop in a location where there are more families in the demographic. This will also likely appeal to the over 55 demographic, both cost-wise and due to the nostalgia factor. People over 55 will probably have a fond memory of experiencing custard in their youth.
Where do my Ideal customers live?
You will want to get demographics of the areas where you’re considering opening an ice cream store, in order to find your ideal customers. This helps find your best customers for that area. Places with lots of families in the neighborhood will be great for business. Also, if statistics say there is a big over 55 population and even some tourist business, that could be a big factor. Tourists with children are known to stop into ice cream shops at higher rates than locals in many instances. African American households consume a much greater amount of ice cream than the average American household so, that could be a factor to consider.
Do men or women like my product more and will be my more likely to become regular customers?
Typically, females 45 and older, prefer the kind of branded ice cream supermarkets offer. In contrast, teenagers prefer to go to shops that provide artisanal ice cream offerings. Artisanal ice cream stores offer small-batches and often unique flavors. They tout using things like organic egg yolks and locally sourced products, fruits, and dairy. Bear in mind that you’ll spend a good deal more for a single scoop of these products than you might for most other ice creams or custards.
How often will my customers buy my product – repeat business?
It’s evident from some of the answers above that you can expect repeat business from the demographics we’ve described. Over 55, families with children, and African Americans will likely be your repeat customers. Travelers are probably a one-time visit or rare returning.
Is my product seasonal or year-round? If seasonal, what other products do I need to carry to make it more appealing year-round?
Most people assume that ice cream is a summer thing, but that’s not necessarily true. Even so, it might be wise to consider adding coffee, hot chocolate, and even tea for winter consumption and candy, other sweets, and even souvenirs if you see a lot of tourists in the area your shop will be. You don’t want to diversify to the point where you dilute the star of the show… ICE CREAM. But adding some complementary products could add money to the bottom line.
If you’re thinking about opening an ice cream store and finding your ideal customers, you might want to consider hiring an expert consultant who knows the ice cream business inside and out; who can help you set up an ice cream store and find ideal customers.
We can help with that 😊
At Lancaster Manufacturing, we offer expert advice on how to start, own, and operate a successful ice cream store. Check out our free guide here – https://www.frozencustardmachines.com/open-an-ice-cream-store-free-guide/