Handel’s Ice Cream CEO explains strategy for growth while maintaining tradition
Handel’s Homemade Ice Cream CEO Jennifer Schuler breaks down how the brand is growing while staying true to its roots.
Handel’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 tradition.
Schuler, who was appointed to take over in March 2024, told FOX Business that he is deliberately taking a limited approach as the Ohio-based chain looks to grow.
“I’ve heard people say, when you join a new brand or business, don’t go in and play cannonball in the pool and send splash waves,” Schuler told FOX Business. “Start by dipping your toe in the water and experiencing it – and that’s especially true for hospitality brands and brands that have been…80 years [old].”
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Handel’s Homemade Ice Cream CEO Jennifer Schuler has been tapped to take over in March 2024. (Fox News Digital)
Founded in 1945 by Alice Handel as a single neighborhood shop, the company built its reputation on handcrafted ice cream. Decades later, entrepreneur Lenny Fisher grew the business through franchising, according to the company’s website.
Now, in what Schuler describes as “the third period,” Handel is focused on expanding nationally while maintaining its core identity.
“We’re in charge of it,” Schuler said. “… My job is to take what was true about 80 years ago and make sure we carry that forward over time.”
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Exterior view of Handel’s Homemade Ice Cream location. (Handel’s Homemade Ice Cream)
The company has grown to about 175 locations, and the remaining exchanges are at the heart of its strategy. Still, Schuler emphasized that Handel had a very selective approach.
“We have a very high level of franchise partners that we bring in and we have talked a lot about business principles and the vision we have for the business,” he said.
Schuler also noted that there is still significant room for expansion.
“There are many exciting opportunities still waiting for this product and there are many opportunities for it to grow because there is a lot of white space,” he said. “However, you have this proven track record of a product that continues to deliver.”
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Handel’s Homemade Ice Cream pints are featured in a variety of classic flavors. (Handel’s Homemade Ice Cream)
In a competitive dessert market, Handel prioritizes consistency over trends.
“You’re not going to see us launch, like, a fig and olive brand. … I bet there are brands that do it really well — We’re not going to do that,” Schuler said. “…. We’re going to do things that are very classic and bring out those flavors very well.”
Schuler said his leadership style was shaped in part by taking a year-long hiatus after leaving Wetzel’s Pretzels, when he thought about what he wanted in his next role.
The various flavors of Handel’s Homemade Ice Cream are displayed in toppings and serving bowls. (Handel’s Homemade Ice Cream)
“I wanted to be part of a product that I thought could be special for the community – a meeting place in a world where there are more disconnects,” she said.
That idea fits Handel’s identity, which Schuler believes sets it apart in the digital world.
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“Especially in times of uncertainty, when people feel uncertain about the stock market or global conflicts, we often find that’s when the ice cream business is as stable and strong as ever, because it’s the little pleasures in life that I think people want.”
