Summary of Start and Grow a Business: Salt & Straw Enters New York City | Entrepreneur

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    Salt & Straw: A Community-Driven Ice Cream Business

    Salt & Straw, founded in 2011 by cousins Kim and Tyler Malek, is more than just an ice cream company. It's a community-driven enterprise that has become a Portland staple, expanding its reach across multiple states and now venturing into New York City. The company's success is attributed to its innovative ice cream flavors, commitment to local partnerships, and dedication to fostering a strong sense of community both within its stores and in the neighborhoods it serves.

    The Birth of an Idea

    Kim Malek, CEO and co-founder of Salt & Straw, was inspired by the vibrant community spirit of Portland, Oregon. She envisioned a space where people could connect, much like the early days of Starbucks, and where local flavors would be celebrated through the medium of ice cream. The company's name, "Salt & Straw," pays homage to the traditional method of freezing ice cream using rock salt and straw.

    • Kim Malek's vision was to create a "third place" where people could gather beyond home and work.
    • Portland's community-driven atmosphere played a significant role in the company's initial success.
    • The name "Salt & Straw" reflects the company's dedication to traditional ice cream-making techniques.

    From Pushcart to Multi-City Success

    Since its humble beginnings as a single pushcart, Salt & Straw has grown into a multi-city sensation. The company's inventive flavors, often inspired by local partners and seasonal ingredients, have captivated taste buds across the country. This expansion has seen Salt & Straw open locations in states such as Arizona, California, Florida, Nevada, and Washington.

    • Salt & Straw has experienced a 27% compound annual growth rate (CAGR) since 2020.
    • The company's signature monthly rotating menu series features creative flavors inspired by seasonal ingredients.
    • Salt & Straw's expansion to New York City marks a significant milestone for the company.

    The Power of Local Partnerships

    Salt & Straw's commitment to community extends to its partnerships with local businesses. From artisanal chocolatiers to wineries and food upcyclers, the company collaborates with a diverse range of partners to create unique and flavorful ice cream creations. These partnerships not only enhance the ice cream experience but also contribute to the local economy and celebrate the spirit of collaboration.

    • Salt & Straw's flavors often reflect the community's culinary heritage and seasonal ingredients.
    • Local partnerships include collaborations with Cloudforest Chocolate, Sokol Blosser Winery, Durant Olive Mill, and Urban Gleaners.
    • The company's collaboration with Imaginary Authors, a literary-inspired perfumery, adds a unique dimension to the ice cream experience with edible fragrances.

    Cultivating a One-on-One Guest Experience

    Salt & Straw prioritizes a personalized customer experience. The company's employees are trained to engage with customers, providing information about the menu and creating a warm and inviting atmosphere. This focus on customer service encourages conversation, builds relationships, and creates a memorable experience for every guest.

    • Salt & Straw's employee deployment model ensures that customers receive personalized attention and information.
    • The company's commitment to customer service creates a welcoming environment for conversations and connections.
    • The unique flavors and attentive service have resulted in customer interactions that go beyond the typical ice cream purchase.

    Giving Back to the Community

    Salt & Straw's commitment to community extends beyond its business operations. The company actively gives back to the neighborhoods it serves through various initiatives, including trash collection, community involvement, and collaborations with local schools.

    • Salt & Straw employees participate in neighborhood cleanups and attend local association meetings.
    • The company's student inventor series allows elementary school students to create their own ice cream flavors.
    • Salt & Straw donates a portion of the proceeds from the student-invented flavors back to the schools.

    Building a Strong Internal Community

    Salt & Straw recognizes the importance of fostering a strong internal community. The company prioritizes communication, collaboration, and team building through initiatives such as town halls, digital platforms, and regular gatherings. This focus on internal connection strengthens employee relationships and builds a sense of belonging within the company.

    • Salt & Straw hosts monthly town halls to ensure open communication and transparency.
    • The company provides a digital platform for employees to connect, share information, and build relationships.
    • Annual general manager gatherings in Portland foster a sense of community and shared purpose among the leadership team.

    Expanding to New York City

    Salt & Straw's expansion into New York City represents a natural progression for the company. The city's diverse culinary landscape and vibrant communities align with Salt & Straw's commitment to local flavors and community engagement. The company has chosen neighborhood locations in the West Village and Upper West Side, where it aims to establish itself as a beloved local destination.

    • New York City has been a highly requested location for Salt & Straw, and the company is excited to finally introduce its ice cream to the city.
    • Salt & Straw's strategy for New York City is to focus on neighborhood locations and build relationships with local residents.
    • The company is hosting pop-up events with local icons such as Levain Bakery, PopUp Bagels, and Breads Bakery.

    A Future of Innovation and Community

    Salt & Straw continues to innovate and evolve, always seeking new ways to delight customers and engage with the community. The company's commitment to community, innovative flavors, and customer service has cemented its reputation as a leader in the ice cream industry. With its expansion into New York City, Salt & Straw is poised to continue its journey of growth and community engagement.

    • Salt & Straw's partnership with Taco Bell for a chocolate taco innovation promises exciting future developments in the ice cream world.
    • The company's long-term vision is to be recognized as a revolutionary force in the ice cream industry, not only for its products but also for its commitment to community.

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