Expert Artical (Rough Draft): The Guilty Pleasures of Artisanal Ice Cream- Salt & Straw

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-- who at the time was-- one of the Senior Research Analysts I had interned under for. It was going to be the end of my internship at CBS; I was ready to celebrate my rights of passage, summer ending, a fun date and the amazing opportunities I not only had concluded but so too will be embarking next semester.  And although we're at an age of much uncertainty, 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's Salt & Straw. It was "the one" stop I needed to get my fix that sweetens life's 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 chocolate brownie ice cream we shared on that summer day.

I don’t have a strong sweet tooth. You won’t see me succumbing to the Hershey bars and Reese’s Cups at the end of the grocery store checkout lines, despite the subliminal power of marketers to encourage me to make an impulse purchase. Salt and Straw, on the other hand, will get me drive all the way out to the brick and mortar.

Ice cream makes a great snack for a movie night, or as a comfort food if you’re in need. But Salt and Straw’s ice cream is just plain addictive. Our first date spot of my now boyfriend became a more frequent late night trip right before closing than either of us would like to admit. Sometimes my dog Candy would tag along, too. New flavors never before seen coming out each month didn’t help our sweet teeth.

The West Coast is the Sweet Coast

The history behind Salt & Straw and their selective coastal shops. 

Founded in 2011, Salt and Straw has become a staple for customers--and celebrities-- with a sweet

tooth all along the west coast. Co-founder Kim Malek dreamed of opening an ice cream shop since 1996, which eventually came to fruition fifteen years later. After hearing about his plans

for culinary school, 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. It has since been reviewed by major publications,

including the Wall Street Journal and Bizarre Foods.

Salt and Straw was born in Portland, Oregon, the offspring of two cousins with a

knack for sweets and a cashed in 401k. Now at seven years of age, Salt and Straw

has spread to Los Angeles, San Francisco, Seattle, and San Diego.

The company has grown to 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 has an almost perfect 5 star rating on yelp with at least hundreds of

reviews. The company has become so popular that it delivers ice cream packed in

dry ice all over the US.

Doing Us a "Flavor"

The joy of ice cream and why  the rock-concert lines make Salt & Straw ice cream  the new standard to beat.

Things should not be so unfamiliar where you feel lost, but not so familiar where you quickly get bored. But the middle ground where those two things meet is more interesting and dynamic without being too chaotic to confront.

For example, for any fan of athletics watching their sport of choice, the rules of the game do not change from game to game, thus maintaining some familiarity, but the teams and players do, which introduces the unfamiliar. The interplay of those two forces makes the viewer engaged when properly balanced. With music, you listen to a song until it gets boring and too predictable, which is why overplayed pop songs on the radio become so annoying.

Salt and Straw recognizes this process, at least implicitly, and displays it in their business model. While their product is unmatched, it takes more than just a good product for a business to succeed.

Salt and Straw has a constant eight flavors that do not change, while each month they introduce a set of around four experimental flavors, often coinciding with a particular holiday.

The business model is an epitome for success. The founders took a risk, defied the odds to pursue an endeavor they were passionate about and succeeded. It is especially difficult to be an entrepreneur these days since many graduates have student loan debt, precisely at a time in their lives when they should be entrepreneurs. To start a successful business in such an environment is even more

impressive.

Ice Ice Baby...

Why having food babies aren't all that bad for you (what role it can play in a well-lived life, why it's not bad in moderation)

 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 we reject it, it makes you feel free. Indulging in rich and decadent artisanal desserts is a person's break. The brute truth is most things that are fun are bad for you. Don’t be gluttonous, but feels good to live a little.

HAPPINESS AND DIET – THEME

Cone-founding Artisanal Ice Cream Shops