Success Recipe Quality, service and professional (web) marketing: How a small ice cream shop in Berlin with great ideas is successful

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Last week, when it was still warm, we walked through Kreuzberg - and went to eat ice cream. Of course not in any ice cream parlor, but in the one that was “in” and we had to stand in line. But what is the recipe for success?

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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.


Successful with oral propaganda

My girlfriend said that she only knew the shop for three weeks and that he was suddenly in the conversation. Apart from the fact that it is only a few days right ice weather. The shop has been around since May 2009

Only the prices are new this year: last year, the ice balls still cost 90 Cent, this year we are already at one euro. A sign of success. Like the rather long queue in front of the sky-blue door in the violet wall of the house.

The success story

But what exactly is the recipe for success? First of course, in the high-quality goods: The ice cream is free from artificial colorings, additives and flavorings and is made fresh every day. And rather spicy varieties such as white chocolate with ginger and orange, Indian mango, lemon cinnamon or dried apricot with candied pine nuts and white pepper. But then also in the service - the people in the shop were totally friendly and with fun at work - and that translates to the clientele.

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Just good mood and good goods and then the success comes by itself? It is not that simple. If you look at the website, you will quickly find out that this is a sophisticated marketing strategy. The makers come from professional gastronomy. There is a corporate design, everything is held in bright violet and sky blue: umbrellas, entrance area and website.

Professional website and lots of transparency

The website conveys the image of the small, friendly shop around the corner, but is not amateurish but extremely professionally programmed - I mention this only so emphatically, because the many small shops that just put a web appearance on the net, seem to forget that just should not be unprofessional.

And there is transparency: On the website, customers can find photos from the shop, types of ice cream - and they can watch how the ice cream is made in the “Transparent Ice Cream Factory”. Small tours, ice seminars and other events are also possible.

Who knows its customers is clearly in the advantage!

The makers know their clientele, which is apparently mostly made up of young Kreuzberg parents, probably quite exactly: because the customers pay attention, of course, that the dear little as biologisch impeccably snacks, but nevertheless price is not much higher than the conventional ice cream.

A newsletter informs about news: I have to admit that I don't know the Berlin band “Eisblume”, which is nominated for the Comet this year, but of course it worked as a marketing gag not only because of the celebrity bonus and the common target group, but also because of the name.

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All of this leads to good press, to date 19 positive reviews on Quype and a lot of positive word of mouth in the neighborhood. With all the professionalism I almost miss an ice cream blog and a matching Twitter account; But with such a small shop this is probably really a question of resources and the previous PR method is initially the more promising.

And then?

But the store also has a bonus: to count it as a small, friendly shop around the corner. But growth is well known to be one of the toughest challenges for Company. And that could also be the case in this case. Because my friend, for example, came to a surprising conclusion: "When the ice cream shop opens a branch, it is actually a chain ... and we don't actually buy from chains on principle ..."

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