Making Cold Calls

Early on, Ben Van Leeuwen braved big pivots. Today, as he manages a midsize ice cream business with great brand awareness, he finds himself managing change yet again.

- MIKE HOFMAN

Eighteen years into building the premium ice cream business he co-founded, Ben Van Leeuwen has hardly settled into his role as CEO.

"I'm nervous. I'm anxious. I'm excited," he tells the audience at Inc.

Founders House in Austin on a warm afternoon during the South by Southwest Innovation Conference this past March. The focus of his angst? Van Leeuwen Ice Cream is on the verge of its most ambitious line extension in years, launching premium frozen yogurt in flavors like tart, matcha, strawberry, and chocolate. The brand plans to roll it out to a substantial portion of its 103 stores by the end of 2026. "Honestly, guys, it's something that scares me," Van Leeuwen says as his co-founder, Laura O'Neill, records the session on her phone. His thoughts on why Van Leeuwen needed to do this now, and the challenges of leading a multichannel growth company, have been edited for length and clarity.

1 YOUR BUSINESS PLAN IS JUST A STARTING POINT

Originally, our vision was to have thousands of ice cream trucks all over the United States. By year two, six trucks in, a small storefront became available in our neighborhood, Greenpoint, Brooklyn, so we decided to try a shop. Within two hours of opening, we were never building another truck. Nobody hassled you for being near their business or taking a parking spot. No problems with water or power. More revenue. That was the first pivot, and it changed the business.

2 RETAIL EXPANSION REQUIRES OUTSIDE MONEY