The CEO of Händel’s Ice Cream outlines a growth strategy while preserving traditions

Händel’s Homemade Ice Cream is entering a new phase of growth under CEO Jennifer Schuler, who says the 80-year-old brand is focused on balancing expansion with long-standing traditions.

Schuler, who was appointed to the helm in March 2024, told FOX Business he is taking a deliberate approach. A chain founded in Ohio seems to be growing.

« I’ve heard people say that when you join a new brand or company, don’t go cannonballing into the pool and send out splashes, » Schuler told FOX Business. « Start by putting your toe in the water and getting to know it – and this is especially true for restaurant brands and brands that are… 80 years old. »

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Founded by Alice Handel in 1945 as a convenience store, the company built its reputation on handmade ice cream. Decades later, entrepreneur Lenny Fisher expanded the business with a franchise, according to the company’s website.

Now, in what Schuler describes as the « third era, » Handel’s remains the focus scales nationally while maintaining its core identity.

« We’re just stewards of it, » Schuler said. « … My job is to take what was true about it 80 years ago and make sure we carry it forward over time. »

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Company has grown to around 175 locations, and franchising remains a key part of its strategy. Still, Schuler emphasized that Händel’s has a highly selective approach.

« We have a very high bar for the franchise partners we bring in and we talk a lot about the values ​​of the business and the vision we have for the business, » he said.

Schuler also stated that there is still a lot of room for expansion.

“There are a lot of exciting times ahead for the brand and a lot of growth potential because there is so much empty space,” he said. « However, you have this proven history of a brand that just keeps on going. »

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In the competition dessert marketHandel’s prioritizes consistency over trends.

« You’re not going to see us introduce a fig and olive type of flavor, for example. … I bet there are some brands out there that do it just fine — we’re not going to do that, » Schuler said. « …. We’re going to do things that are very classic and deliver those flavors very, very well. »

Schuler said her leadership approach was shaped in part by taking a year-long hiatus after leaving Wetzel’s Pretzels to consider what she wanted in her next role.

“I wanted to be part of a brand that I thought was special in the community — as a gathering place in a more connected world,” he said.

That vision aligns with Handel’s identity, which Schuler believes will set it apart in the digital world.

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“Especially in times of uncertainty when people feel insecure in the stock market or global conflicts, we usually notice when the ice cream business is as stable and strong as ever because I think people are looking for the little pleasures in life. »