Photo credit: www.entrepreneur.com
Salt & Straw: A Flavorful Community Connection in Ice Cream
In 1996, Kim Malek envisioned opening an ice cream shop in Portland, Oregon, alongside her cousin Tyler Malek. Reflecting on her move to the city, Kim noted how that experience connected her with individuals who became lasting friends, highlighting Portland’s vibrant community culture. This connection informed her desire to create a third place — a welcoming environment outside of home and work where people could gather.
Salt & Straw, a name inspired by the historic methods of ice cream production using ice and salt, officially launched in 2011. The company has since grown from a modest pushcart to a celebrated brand with multiple retail locations, offering unique artisanal flavors while emphasizing a strong community connection.
The brand has expanded beyond Portland, establishing shops in various states such as Arizona, California, Florida, Nevada, and Washington, with its first outlets in New York City set to debut soon. Since 2020, Salt & Straw has experienced impressive growth, boasting a 27% four-year compound annual growth rate (CAGR).
Innovative Flavors with Community Roots
As the head of innovation at Salt & Straw, Tyler Malek curates a monthly rotating menu, each inspired by seasonal ingredients and local partnerships. For instance, September’s offerings highlight apple-based creations, including flavors like “Apple Cider Donuts” and “Green Apple Wasabi Sorbet,” alongside staples such as “Sea Salt with Caramel Ribbons.”
Kim Malek maintains that Salt & Straw’s enduring commitment to community shapes every aspect of their operations. The company collaborates with local artisans and farmers to create flavors that resonate with their surroundings. In Portland, flavor partnerships include collaborations with Cloudforest for chocolate-infused options, Sokol Blosser Winery for fruit sorbets, and various other local producers.
Unique Collaborations and Community Engagement
One particularly imaginative collaboration involves Salt & Straw working with Portland’s literary-inspired perfumery Imaginary Authors. This partnership has yielded a wearable scent reminiscent of ice cream, further enhancing the sensory experience of the brand.
When venturing beyond Portland, Salt & Straw prioritized collaborating with local businesses instead of importing ingredients, aiming for a genuine representation of the communities they serve. This approach fosters deeper connections with guests and encourages exploration of unique flavors tied to local culture.
In-store experiences at Salt & Straw are designed to create memorable interactions, emphasizing attentive service where staff can engage thoroughly with customers. This enhances the enjoyment of customers sampling flavors and sharing their thoughts, creating an inviting atmosphere that sparks dialogue.
Connecting Through Ice Cream
The inclusive environment of Salt & Straw shops often leads to unexpected connections among customers, whether through shared interests in flavors or spontaneous conversations. Moments such as marriage proposals or the camaraderie of treating a fellow customer to a scoop are not uncommon, fostering a sense of community.
Salt & Straw places significant importance on social responsibility, committing to give back to local neighborhoods. Employees regularly participate in community clean-up efforts, and general managers engage with local associations to strengthen ties at a grassroots level. The annual student inventor series allows elementary students to create their own ice cream flavors, with a portion of proceeds benefiting their schools, enriching the community ethos of the brand.
Looking Ahead: Expansion and Innovation
As the company prepares to open new locations in New York City, Kim Malek expresses excitement about not only exposing New Yorkers to their unique flavors but also harnessing opportunities for further innovation. The upcoming partnership with Taco Bell, focused on revitalizing the chocolate taco, exemplifies Salt & Straw’s commitment to creativity in the ice cream industry.
Both Kim and Tyler Malek regard New York as a location they’ve aimed to enter thoughtfully, seeking to become a heartfelt part of the neighborhoods they inhabit rather than just another commercial outlet. Their new locations in the West Village and Upper West Side will celebrate local culture through various community pop-ups tied to this launch.
Ultimately, Kim Malek’s vision for Salt & Straw includes being recognized as a transformative force in the industry, not only providing distinctive flavors but also embodying a model of community engagement and connection.
Source
www.entrepreneur.com