When Jeni Britton was studying fine art and art history in college, she didn’t envision herself as an entrepreneur. But her creative spirit eventually moved her toward it, she said, and she started by selling perfume and later launching her first ice cream brand, Scream.
“If you've got that true entrepreneurial spirit, it doesn't leave you, and you know that it's not going to,” Britton said. “So doing it is just a really good idea.”
Now, her most well-known business, Jeni's Splendid Ice Creams, has 21 ice cream shops, along with an online store and distribution in top grocery stores around the country.
During a recent Office Hours episode, Britton explained how even with that sweet success, her signature brand has seen setbacks – including a major product recall in 2015.
Here’s how she makes sure the company moves forward, whether it’s growing or experiencing growing pains.
1. Prioritize Quality
Jeni’s products are known for supreme quality and unique flavors. The ice cream uses butterfat, the fat naturally contained in milk and dairy products, which is a great delivery mechanism for flavor, Britton explained. As many other craft ice cream brands have emerged since Jeni’s debuted in 2006, it’s key to stay committed to quality, Britton said.
“You can grow very fast, but we would never sacrifice quality in order to grow.”
According to Britton, growing the brand naturally – one shop at a time – has been the best recipe.
“Shoot for the moon, right? Let's go out and be this company that we believe in, that inspires people. But we're always grounded in our values, always. We know exactly who we are.”
Entrepreneurship is not art – entrepreneurship is only a two-way conversation with your customers.
—Jeni Britton, founder, Jeni's Splendid Ice Creams
2. Use your Team’s Strengths
Britton noted that she sees her ‘business’ as more of a ‘company’ because the people who run it matter so much to its success. One person's vision can be inspiring, but having a solid team can bring an even better vision to life.
“Everybody comes in and brings their awesomeness, their perspective, their unique talents, and together you make something greater than some of its parts. That is what building a company is,” she said. “Obviously the ‘business’ part of it is very Important. That's just one part of it. But the word ‘company’ means you're not alone.”
3. Be Open to New Ideas
Being open-minded led Britton to entrepreneurship in the first place.
Her first job was at an ice cream shop, and she thought of running her own shop someday, but went to school to study fine art and art history. Then she began tinkering with perfume before evolving her creative ideas into ice cream flavors inspired by nature and memories.
“We should pay attention to who we are at our very core, and that starts when we’re so young,” she said.
Her first business venture was difficult to scale, Britton said. This was a turning point: Britton had been making whatever she wanted to make, which meant she didn’t always have the flavors people started to love. Her new vision would prioritize customers' cravings first.
“Entrepreneurship is not art – entrepreneurship is only a two-way conversation with your customers,” Britton said.
4. Create Community
That expanded vision led to launching Jeni’s Splendid Ice Creams in 2006 in Grandview, Ohio. The goal was to meld with the community, and that first store’s design, which Britton helped create, is still the model for stores today.
“Our whole thing is really about community. It is about quality. It's about really truly inspiring and caring and loving for people," she said. "Then we earn the right for growth and wherever that goes, which I of course think is limitless if we have this perspective.”
Often, community can extend beyond your customers to and into your industry as well. After the 2015 product recall, Britton received support from other ice cream businesses offering to help. Britton realized the brand could seek support beyond its own doors: she restarted the business by partnering with manufacturers instead of making every product in-house.
The Takeaway
A brand's story, product quality, and the people who make the magic happen are all important facets of what makes Jeni’s successful, according to Britton. A strong commitment to its values helps the brand attract top talent, she added, and the team's ultimate goal is “to inspire people."
“You don't get to profitability unless you really inspire people,” she said. “The way you do that is with story – and then your product has to match your promises.”
As it continues to grow, Britton said, the brand will stay committed to the main ingredients that created its sweet success so far. Figuring out your brand's values first can be an important tool in building a business slowly, steadily, and sweetly.
This article is part of Office Hours, a series that connects you with entrepreneurs and expert tips for running and growing a business right now. Find their can’t-miss conversations here.
