Expert Article: Salt & Straw- The Cream of the Crop

Why this artisanal ice cream company will make your local Baskin Robbins "salty." 

It was a hot summer's day in the middle of August. I had just turned 21 and I was excited to go on my first date with one of the Senior Research Analysts I had interned for. My internship at CBS was coming to an end and I was ready to celebrate my right of passage, summer ending, and a fun date. I had not only concluded some amazing opportunities, but so too would I be embarking a semester abroad to work for the Winter Olympics with NBC. And although we're at an age of much uncertainty where we are finding ourselves through multiple online dating apps constantly searching for "the one," I knew there was only one romantic ice cream heart-throb I was certain about and forever committed to. And that was Salt & Straw. It was "the one" stop I solely needed to get my fix that sweetens moments like these. Two guilty pleasures were soon in front of me, one on the menu and one that wasn't, with my heart melting faster than my gooey chocolate brownie ice cream with almond brittle and salted ganache we shared on that summer day. Our first date became a more frequent monthly indulgence. It was a tradition that Salt and Straw’s HR department loved hearing about-- the couple who’d venture out every month for the new exotic flavors with a 16 year old pup who’d received her own scoop as well.

What makes artisanal ice cream better than your average joe brand conveniently at your local market? The ingredients that successfully make this artisanal ice cream parlor an exceptional experience worth trekking for are its history and humble beggings, the eclectic and artistic flavours, and lastly the science behind the human experience and cravings.

The West Coast is the Sweet Coast

Established in 2011, Salt and Straw has become a staple for customers and celebrities with a sweet tooth along the west coast. Now at its seventh year, Salt and Straw has spread from San Diego to Los Angeles, San Francisco, and even Seattle. The company has amassed nearly 120,000 followers on Instagram, a number that feels equivalent to the packs of people waiting in line outside of each location. Each location nearly has a 5 star rating on yelp with at least hundreds of positive reviews. The company has become so popular that it successfully went from serving scoops from a cart to a mail-in delivery service, as well as multiple brick and mortars. It’s humbling beginnings has since been reviewed by various major publications, including Bizarre Foods and the Wall Street Journal as referenced below:

"So we thought we’d start as an ice-cream cart, which was a good way to make mistakes that don’t sink you… So we were standing outside when it was almost sleeting sideways, selling ice cream,” says Malek. Then out of the blue, the Wall Street Journal called. "They wanted to do a review on our ice cream," says Malek. "It was mind blowing because we were just getting started." Shortly thereafter, Salt & Straw witnessed the Oprah magic: "Someone at O Magazine called, and we were featured as one of Oprah’s favorite things. That gave us a bit of momentum just as our store was opening in August,” says Malek. (1)

Unlike other competing brands, Salt & Straw surmised from humble beginnings. Co-founder Kim Malek dreamed of opening an ice cream shop since 1996, which eventually came to fruition fifteen years later. After cashing in her 401K and leaving her six-figure job, she reached out to her cousin after hearing about his plans for culinary school in Portland. After which, Tyler drove to Portland the next day to become head ice cream maker. Like a mad scientist in a lab, Tyler has helped create unusual flavors such as sweet potato casserole and buttered turkey and mashed potatoes – this past year’s Thanksgiving specials. Because of its humbling roots, it feels great to be a part of this brand’s success, community, and future endeavors with just one or maybe even two (if you dare) scoops of ice cream.

Doing Us a "Flavor"

Dating other ice creams until you find your one, true mouth-watering heart throb is natural. But at Salt & Straw there are varied options available. Whether you like dark, decadent chocolate, or sweet and savory vanilla, be sure to know you will find just your type.

Salt and Straw has eight constant flavors year round:

• James Coffee & Bourbon
• Avocado & Oaxacan Chocolate Fudge
• Roasted Strawberry Coconut (v),
• Roasted Strawberry & Toasted White Chocolate,
• Honey Lavender
• Salted  Malted Chocolate Chip Cookie Dough
• Double Fold Vanilla
• Chocolate Gooey Brownie
• Almond Brittle with Salted Ganache
• Sea Salt with Caramel Ribbons
• Black Olive Brittle & Goat Cheese
• and Freckled Woodblock Chocolate.

However, if you find the norm is too basic and not for you, each month the parlour introduces a set of five adventurous and experimental flavors that repatriates a charity organization. These concoctions are unlikely and sometimes strange combinations (think boy next door meets bad boy). These uncanny masterpieces are waiting for their chance to romance and convince your tastebuds.  Compared to other artisanal scoop shops, Salt & Straw is known to “play up a connection between art and artisanal ice cream” when it comes to flavors. For example, to "celebrate the chain's Arts District opening, co-founder and creative director Tyler Malek worked with artist Scott Hove to create a flavor called Dualpolitan, packaged in a "cake art" carton that mimicked Hove's sculptures.” (2)

This month, a portion of the proceeds from this series benefits the Share Our Strength Campaign in support of No Kid Hungry.  The joy of this ice cream are why the rock-concert lines make Salt & Straw ice cream the new standard to beat.

Salt & Straw is a member of a larger pack, which is private ice cream labels emerging as the top source for consumers. Totaling over a billion dollars in sales in 2017, private label ice cream outperformed its closest competitor, Breyers, by 500 million dollars (3). In addition, private labels capture a market share of 20%, outperforming household names such as Breyers, Ben & Jerry’s, and Haagen-Dazs (4). A seed in the beginning of its growth, Salt & Straw continues to rise above the canopy of its competitors, and proves to be a leader in private labels’ market dominance.

Ice Ice Baby...

Having a “food baby” belly isn’t all that bad for you.  Have you ever thought about the role decadent treats can play in a well-lived life and why it's not bad in moderation?  There’s a sweet science that makes this treat so irresistible to humans. The satisfaction of good ice cream outweighs the possible negative health impacts (5).

Cone-founding Artisanal Ice Cream Shops

Society today is persona-centric. Everyone is trying to be perfect all of the time, especially as seen through the rise of social media. When you reject perfection and restriction, it makes you feel free. Indulging in rich and decadent artisanal desserts is a person's escape-- and scientifically an escape of happiness . The brute truth is most things that are fun are bad for you. Don’t be gluttonous, but feel good to live a little. Whether it's Bulgarini Gelato, Jeni's Ice Cream, or Mcconnell's, take a walk on the wild artisanal side and date other ice creams.

Bibliography:

1. Bloom, Laura Begley. “This Disrupter Left A 6-Figure Job To Scoop Ice Cream And Built A Sweet Success Story.” Forbes, Forbes Magazine, 17 May 2017, www.forbes.com/sites/laurabegleybloom/2017/05/16/this-woman-left-a-6-figure-job-to-scoop-ice-cream-and-built-a-massive-success-story/.
2. Wang, Andy. “Artisanal Ice Cream Is Taking Over L.A.” Food & Wine, 7 Mar. 2017, www.foodandwine.com/blogs/new-ice-cream-shops-create-freezing-frenzy-in-la.
3. Grocery Headquarters. "The Leading Ice Cream Brands of The United States in 2017, Based on Sales (in Million U.S. Dollars)." Statista - The Statistics Portal, Statista, www.statista.com/statistics/190426/top-ice-cream-brands-in-the-united-states/, Accessed 19 Jun 2018
4. Grocery Headquarters. "Market Share of The Leading Ice Cream Brands in The United States in 2017, Based on Sales." Statista - The Statistics Portal, Statista, www.statista.com/statistics/255060/market-share-of-the-leading-ice-cream-brands-in-the-united-states/, Accessed 19 Jun 2018
5. “The Reason You Love Ice Cream So Much Is Simple — Science I Paid Content by Ben & Jerry's.” YouTube, VoxCreative, 12 Oct. 2017, www.youtube.com/watch?v=wTV_54UXEgg.