Breathing New Life Into a Legacy California Ice Cream Institution Without Losing Its Cool Factor

Michael Palmer, CEO of McConnell’s Fine Ice Creams since 2012, stepped into his role leading the legacy brand with a mission to breathe new life into an institution that had been delighting ice cream lovers since 1949 — without losing its cool factor.

Taking over a brand with such a rich history was no small feat, so Palmer knew he had to tread carefully by respecting the brand’s deeply loyal following while ushering McConnell's Ice Cream into a new era, including collaborating for charity with fellow Santa Barbarian Katy Perry on the Baby You’re a Firework Blue Raspberry ice cream.

Watch now to learn about revitalizing McConnell’s Fine Ice Creams, rethinking social media strategies, and keeping it simple.

Chapters:

[04:19] - 75 Years of McConnell’s Fine Ice Creams

[07:54] - Becoming CEO of McC’s

[17:17] - Reintroducing Retro Flavors

[22:17] - Social Media Philosophy

[28:19] - Lessons Learned in Simplicity

SPONSORS:

RESTAURANT INFLUENCERS IS PRESENTED BY TOAST —

Restaurant Influencers is brought to you by Toast, the powerful restaurant point of sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

• Toast AllIn1 Restaurant POS

Episode Links:

McConnell’s Fine Ice Creams Online

McConnell’s Fine Ice Creams Instagram

Michael Palmer LinkedIn

Watch Unboxing of McConnell’s Ice Cream

Takeaways:

Revitalizing McConnell’s - Michael Palmer was given the task of pumping life into a brand that was already long established. Even after being around for over 60 years by the time Palmer was hired, there were changes that needed to be made. Palmer and company made changes without alienating the already loyal McConnell’s Fan Base.

Rethinking Social Media Strategies - According to Michael Palmer, social media strategies these days typically revolve around “being loud”. Meaning, brands and influencers make efforts to do things that will draw attention to themselves. However, Palmer believes that effectively telling a brand story in a unique way may be a better strategy.

Simple is the Hardest Thing We Do - With elevated competition in the ice cream sector, Michael Palmer understands that it can be difficult to stand out in grocery freezers. McConnell’s, however, has distinguished itself by remaining true to its roots of simple ingredients and simple, but recognizable packaging.

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SPONSORS:

RESTAURANT INFLUENCERS IS PRESENTED BY TOAST —

Restaurant Influencers is brought to you by Toast, the powerful restaurant point of sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

• Toast AllIn1 Restaurant POS

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ABOUT MICHAEL PALMER —

Michael Palmer is the co-owner of McConnell’s Fine Ice Creams, a 70-year-old family-run institution based in Santa Barbara. In 2012, Michael, a former executive in brand and marketing communications, along with his wife, chef Eva Ein, became the third family to take ownership of the iconic McConnell’s. Under their leadership, the company has transformed from a beloved local brand on California’s Central Coast to a nationally recognized producer of premium ice creams, once hailed in TIME Magazine as “…the best ice cream in the world.” Michael continues to oversee McConnell’s operations from Santa Barbara while also pursuing his passion for winemaking through Mail Road Wines, a Sta. Rita Hills winery he co-owns with a business partner.

ABOUT RESTAURANT INFLUENCERS —

Restaurant Influencers is a weekly video podcast series presented by Entrepreneur Media and Cali BBQ Media. Every week host and restaurant owner Shawn Walchef (@shawnpwalchef) talks with business leaders like Shaquille O’Neal, Rob Dyrdek, Emeril Lagasse, Mayim Bialik, Jon Taffer, Robert Irvine, Aman Narang, and more, about their secrets to Smartphone Storytelling, marketing, branding, and how to show up where customers are engaging online.

Published by Entrepreneur Media

Produced by Cali BBQ Media