by Rachel Terlecky – Franchise Development Manager
Handel’s Homemade Ice Cream is celebrating a monumental milestone — 80 years of handcrafted scoops, community stories and unforgettable flavor. From its roots in Youngstown, Ohio, this beloved brand has grown nationwide, proving that when ice cream is made with care, it never goes out of style. Each new parlor carries forward the same loyal following and timeless flavors that generations have cherished for decades.
At the heart of this anniversary momentum is Hillary Frei, Chief Marketing Officer, who ensures that every scoop, campaign, and connection reflects Handel’s timeless values — even as the brand evolves for today’s consumers. With a background leading legacy brands like Cheerios and FAO Schwarz, Hillary brings a deep understanding of how to honor tradition while keeping a brand fresh and relevant.
We sat down with her to explore how Handel’s protects its heritage, embraces innovation and continues to build meaningful connections with guests and communities – 80 years in and still growing stronger.
What are the key elements of the Handel’s brand that you consider non-negotiable, and how do you ensure these elements are maintained as the brand evolves?
Hillary: We stay true to the classic, nostalgic flavor profiles that our fans know and love, but embrace the diversity of the U.S. palate. Flavors such as Horchata and Taro were brought into rotation and perform extremely well in specific markets because they are representative of local culinary traditions.
We also know when to broaden our approach and leverage social media platforms or technology to showcase our classic flavors. Seeing these carefully crafted, classic ice creams come to life in a reel across social media platforms is incredibly compelling and can bring the joy of our flavors to a new audience.
How does Handel’s stay true to its heritage in a technology-driven world?
Hillary: We are very intentional about the technology we bring to Handel’s. Given we are a vintage concept, we try to maintain the vintage feel and experience with a limited tech stack. We intentionally do not have order kiosks or other things that limit human interaction. We want the line outside of our parlors to be more than a wait, but a place for connection and community. That’s why we embrace the “phones down, cones up” philosophy. Our goal is to create an environment where families and friends can slow down and really connect while enjoying a scoop of ice cream.
How do you support franchisees in maintaining the same high level of quality and customer experience across all locations, while allowing them to adapt to local preferences?
Hillary: Each parlor is assigned a Franchise Business Consultant who provides direct support and works closely with franchisees to ensure our standards for quality and customer experience are upheld. FBCs work with franchisees from initial setup and expansion to daily operations and performance improvement. On the marketing side, I, alongside my team, work closely with franchisees to adapt materials and create store-specific marketing materials that reflect the character of their local market, so each Handel’s feels both consistent with our brand and connected to its community.
The Scoop for Potential Franchisees
What Hillary highlights is exactly what makes Handel’s such a compelling opportunity in today’s market:
- A Tradition of Craftsmanship: A brand built on handcrafted quality that doesn’t bend as it scales.
- A Commitment to Community: A place for its community members to celebrate things big and small.
- Franchisee Partnership: A system that delivers hands-on training, in-depth operational support, and robust, tailored marketing campaigns.
For franchisees, that combination creates confidence. You’re not just investing in an ice cream shop — you’re becoming part of a brand with eight decades of trust, a loyal customer base, and the infrastructure to grow with you.
As Hillary puts it, preserving legacy while embracing the future is an art. At Handel’s, it’s also the recipe for long-term franchise success.
Ready to scoop up something special in your community? Click here to learn how you can franchise with Handel’s.
