New Jersey franchisee is company’s top cake seller
A little more than a decade ago, Jeff Wallach looked into franchise ownership once he decided he was tired of working for someone else. After being employed with Dunkin’ Donuts® and ruling out business ownership with that brand, Wallach found Cold Stone Creamery®. When he visited his “snowbird” parents in Florida, he got confirmation that he should continue exploring franchising with Cold Stone®.
“When I brought up Cold Stone to my parents, they were familiar with it. They had been to one in Florida. They said everybody was singing, the lines were out the door, and that it was a lot of fun. I wanted to find out more, so I actually contacted the corporate office, and then I talked to other franchisees about their experiences,” Wallach says.
Those conversations helped Wallach decide to open his Sewell, New Jersey, store in 2006. Today, his Cold Stone is a fixture in the community — a busy spot that sells the most cakes in the entire company. “The phones are ringing off the hook sometimes because people want cakes, and then they come back every year to order a cake.”
Even though many Cold Stone Creamery stores open at noon, Wallach begins greeting customers at 10. His early open is part of his commitment to outstanding customer service. He knows his clientele and eagerly meets their needs.
Wallach says, “I’m very passionate that every single customer who comes in has an amazing experience. I do open early for the corporate people — like pharmaceutical reps who need cakes, cupcakes or cookies for the doctors they’ll see that day. Sometimes, customers will pick up a cake for a business lunch meeting. And then there are those people who’ve been to the dentist, and they need a milkshake. People will come in first thing in the morning, and I like being at the store early. We cater to the customer; whatever they want, we help them out.”
For prospective franchisees, Wallach stresses the importance of being prepared to be in the store. There’s a connection between an owner’s presence and a business that runs well, he believes. “I know with some franchise brands, people think they’ll make the purchase and then turn it over to someone else to run it. I’m here five or six days a week from 6 in the morning until 4 or 5 in the afternoon. I make sure that things get done correctly,” Wallach says.
Entrepreneurs looking to purchase a Cold Stone also should possess a few critical character traits. Wallach says, “Franchisees need to be good with people, willing to work hard and devote themselves to customer service. If they do those things and they follow Cold Stone’s system and outline, then I think anyone should be able to do this business and do it well.”
Wallach says that one of the most rewarding aspects of Cold Stone ownership is mentoring his teen and young adult employees. “I enjoy working with kids, especially those who have never had a job before. They come in just thinking they are scooping ice cream, but I enjoy helping, molding and teaching them about how to work a first job and be a good employee. I’ve been here 12 years, so I’ve seen the kids grow up. They came in as small children with their parents, and now they are teenagers. It’s incredible to watch the families grow,” Wallach says.
Owning a Cold Stone Creamery franchise is a rewarding and fun career for Wallach, and he looks forward to going to his store. “It’s a great franchise to get into! I enjoy each and every day. It’s not just a job for me. It’s my career. Talking with and meeting new people is something I love to do. And my customers and the kids who work for me are really like family to me,” he says.
Bring Cold Stone Creamery franchise to your community
Doing business for 30 years, Cold Stone Creamery has become a national institution, beloved for offering The Ultimate Ice Cream Experience®. Our brand’s super-premium ice cream is made fresh in more than 1,000 locations in the United States and in hundreds of other locations around the world. We are actively recruiting new franchisees to open stores in territories from coast to coast.