Handel’s Homemade Ice Cream is entering a new phase of growth under CEO Jennifer Schuler, who says the 80-year-old brand is focused on balancing expansion with long-standing tradition.
Schuler, who was named to the helm in March 2024, told FOX Business she is intentionally taking a measured approach as Channel founded in Ohio seems to be growing.
“I’ve heard people say that when you join a new brand or company, don’t get in the pool and send out splash waves,” Schuler told FOX Business. “Start by putting your toe in the water and getting a feel for it – and that’s especially true with hotel brands and brands that are… 80 years old [old]”.
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Jennifer Schuler, CEO of Handel’s Homemade Ice Cream, has been named to lead the company in March 2024. (Fox News Digital)
Founded in 1945 by Alice Handel as a unique neighborhood store, the company built its reputation on artisanal ice cream. Decades later, entrepreneur Lenny Fisher grew his business through franchising, according to the company’s website.
Today, in what Schuler describes as his “third era,” Handel focuses on other national scale while retaining its fundamental identity.
“We’re just the stewards of it,” Schuler said. “…My job is to take what was true 80 years ago and make sure we perpetuate it over time.”
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An exterior view of a Handel’s Homemade Ice Cream shop. (Handel’s Homemade Ice Cream)
The company has grown to around 175 sites, with franchising remaining at the heart of its strategy. Schuler nevertheless emphasized that Handel had a very selective approach.
“We set the bar very high for the franchise partners we bring on and talk a lot about the values of the company and the vision we have for the company,” she said.
Schuler also noted that there is still significant room for expansion.
“There are a lot of exciting times ahead for the brand and a lot of growth potential because there is so much white space,” she said. “Yet you have this proven history of the brand that continues to endure.”
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Pints of Handel’s Homemade Ice Cream come in a variety of classic flavors. (Handel’s Homemade Ice Cream)
In a competition dessert marketHandel prioritizes consistency over trends.
“You’re not going to see us introduce, for example, a fig and olive type flavor. … I bet there are some brands that do that really well — we’re not going to do that,” Schuler said. “….We’re going to do very classic things and deliver those flavors very, very well.”
Schuler said her approach to leadership was shaped in part by a year-long break after leaving Wetzel’s Pretzels, when she thought about what she wanted in her next role.
Assorted flavors of Handel’s Homemade Ice Cream are presented with toppings and serving utensils. (Handel’s Homemade Ice Cream)
“I wanted to be part of a brand that I felt could be special in a community — a gathering place in a world where there is more disconnection,” she said.
This vision fits Handel’s identity, which Schuler says sets her apart in the digital world.
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“Especially in times of uncertainty, when people feel uncertain about sotck exchange or global conflicts, we usually find that that’s when the ice cream business is as stable and strong as ever, because it’s the little pleasures in life that I think people are looking for. »
