How I Built A $300,000-A-Day Ice Cream Empire Called Van Leeuwen

Over the past 15 years, Van Leeuwen Ice Cream has grown from a single ice cream truck to a nationwide chain of scoop shops. Leading this mission was none other than the co-founder and CEO, Ben Van Leeuwen, armed with a vision to completely shake up the ice cream industry with freshness and top-notch quality.
Produced and Shot by: Lauren Shamo
Senior Managing Producer: Eric M. Clark
Supervising Producer: Jessica Leibowitz
Editor: Dennis Donovan
Animator: Elham Ataeiazar
Additional Camera: Tasia Jensen, Raffi Paul
Reporter: Nicolas Vega
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How I Built A $300,000-A-Day Ice Cream Empire Called Van Leeuwen

[@dsdddsd4543we]

Crucial Statement: Ben, Laura, and Pete paid themselves $40K a year each for the first 10 years, even after making $1 Million in revenue. So many businesses die because founders want high salaries in the beginning. They can now potentially sell their brand for a $1 Billion.

[@roadracerdave7645]

$1million in revenue is not relevant unless you know what the profit margin was

[@cs2181]

@@thisworldisabirdcage 40k a year in new york is really not that much...

[@asoaresjr]

The issue is usually one of impact to others around you. A single unmarried founder can usually do this, because they're only impacting themselves. The issue comes when you're a founder and have a family to feed. Unless your spouse can pick up the slack, it gets really tough to make your kids live around the poverty line.

[@IMMERSIVEVOICE]

No way is this business worth a billion. Max 985M

[@leodupont2418]

An average pizza store in NYC generates around $1 million in revenue annually. Paying three salaries of $40K each from this gross income appears rather extravagant, particularly given the relatively narrow profit margins common in the food industry.

[@bdg88]

An offer from Whole Foods on opening day? That's crazy. Awesome.

[@amaiaamaiaa]

they really glossed over that part

[@LucariosTrainer]

i wonder if a manager or executive happened to randomly buy ice cream from them on the first day

[@davenrai]

Insane luck!

[@amaiaamaiaa]

@@LucariosTrainer i mean maybe but the odds are close to nil... maybe i'm a pessimist but i'd bet they already had some connections from growing up wealthy in greenwich and that would explain the glossing over that key point in the story.

[@djamilawilschke7259]

@@amaiaamaiaahow about the part where the glossed over the fact that they paid each other 40k each year for 10 years 🤔

[@MoneyTalkswithMandy]

Amazing! This video is so informative and lays out a blueprint for all businesses: 1. You don't have to invent something new; improve something that already exists. 2. If you think it's a good idea, don't give up. 3. Test out different strategies; don't be afraid to pivot. 4. Your customer base is already there; if your product or service is good, they'll come around to you. 5. Don't be greedy with paying yourself over company profits; invest it back into the company and reap rewards later on.

[@Sssteelo]

You left out the biggest thing: Come from a rich family like the founders.

[@angelachanelhuang1651]

nice job

[@skwad240]

​@@Sssteeloexcuses

[@Blackfire970]

Nice

[@saberur66]

I really just want these stories to be told in a truthful way: the way they glossed over him growing up in Greenwich and being born into a well off family is wild

[@herogebrial]

I know.

[@alexcasey351]

Stop hating

[@keynesianeconomics4113]

This isn't a rags to riches story; it's about how three people turned 1 ice cream truck into a nationwide business. It's a story about business growth. They never claimed to be poor; they were college educated and happened to have $60,000 in start up funds before selling their first scoop so anyone with a brain could connect the dots to determine they came from at least middle class backgrounds.

[@TheSoloebe]

Yeah, I waswondering while watching this how they afforded NYC flats and money for testing if they had no income.

[@judigemini178]

@@alexcasey351how is this person “hating” if they just want the facts & not fairytales?Continue living in your delusional world where people & the media just lie to you & you keep eating it up like a child.

[@67omri93]

He grew up in Greenwich CT- one of the wealthiest cities in the US (think retired Wall Street executives, top celebrities, etc.). He obviously comes from money and his family funded his lifestyle in NYC while he “struggled” to start his “humble” business. Their product is great, but trust-fund kids trying to make themselves seem relatable to the average person while gaslighting us making us think that “hard work” is all it takes makes many of us cringe. MONEY & FAMILY CONNECTIONS.

[@ddlszxcv]

exactly! they never went into detail about how they got the initial 60k. they just "scrapped" together 60k? lol okay...more like friends and family game them loans/grants

[@jaya5920]

that’s just how life is. it’s unfair but that shouldn’t stop anybody from trying, because trying and failing is where the purpose comes in.

[@freebantu6019]

Money makes money, that's life.

[@jonathan99097]

This guy gets it.

[@Elmeromero-xn9pn]

@@jaya5920 And most people would agree. Does not mean that stories like this have to be shown without nuance. It should be recognized that he had help and support that many do not, even if he did something with it that many could not have.

[@kendi1417]

From Greenwich VIllage and got a Whole Foods deal on his first day? These videos are supposed to be for rags to riches people, not well connected people pretending their insider status didn't start them off at 3rd base.

[@katehudson6490]

It’s Greenwich CT but yeah, he definitely came from money.

[@phantomstranger1125]

@@katehudson6490 Lol Greenwich is like one of the richest neighborhoods in the US.

[@stpedro-ht9ng]

The more you understand economics the more you realize the 'rags to riches' people are such unicorns when it comes to success of this scale that you can't make a whole video series about them because there aren't enough.

[@24sumo]

Always gna be haters and bitter people in life

[@phantomstranger1125]

@@24sumo There are a lot of unnecessary haters but this is a joke lol. If you were born in Greenwich you literally started at the finish line.

[@JRspeaking]

I can attest, this ice cream is FANTASTIC!

[@y.r.9401]

How much??

[@icingcake]

It is but the cholesterol on some flavors is insane - they use a ton of eggs

[@UziiTube]

sounds like a personal problem to me @@icingcake

[@1525boy]

Better than Häagen-Dazs?🤔

[@JRspeaking]

@@1525boy WAY better! 😃

[@MicaelaHart]

The most awkward job interview I ever had was for the Van Leeuwan in Williamsburg. Submitted my info online and get called for an interview like normal. But I show up and it's like a cattle call audition. 100s of other college-age students, and then a group interview. Felt like a popularity contest. Truly so strange.

[@Sssteelo]

That’s so weird.

[@graciedays]

Sounds like a model casting

[@HolahkuTaigiTWFormosanDiplomat]

Which means people want to work there or they over hiring??

[@christopherhobb7702]

Every family has that one person who will break the family's financial struggle, I hope you become the one 😊

[@thomasdooley3702]

Investing in alternate income streams should be the top priority for everyone right now especially given the global economic crisis we are currently experiencing, Stocks, gold, silver, and virtual currencies are still attractive investments at the moment.

[@christianajoe8563]

Starting early is the best way to getting ahead of build wealth, investing remains the priority

[@lasvegasluca9509]

​@@christianajoe8563True

[@samanthadonaldson2246]

Last year I was working full time budgeting groceries, unable to afford date nights, and missing time with my kids. Now I learn how to make money online. Now I'm a SAHM, homeschooling and making profits every week.

[@lindapoplin7150]

​@@samanthadonaldson2246Having a job doesn't mean security rather having different investments is the real deal

[@JadenHercules]

This was a great story. Pretty awesome (and maybe lucky) that they were approached by a rep from Whole Foods on opening day. This abousltely helped their growth, which is fantastic. If I'm ever in NY, I've gotta try this!

[@hansonel]

You can find their ice cream in Walmart and Whole Foods. But still not the experience of visiting their ice cream store in Williamsburg Brookyln though.

[@amsthe3rd]

Love the mini story about where they ended up finally parking the truck. Kinda a short business lesson on market pivoting and finding your customers. Congrats!

[@DavidNovaa]

these guys are awesome. such great work ! the definition of hard work pays off

[@hrhsophiathefirst4060]

Good for them that earl grey may be worth the price! My husband makes an apple pie bourbon and a vanilla bean and rum ice-cream every summer. I soak the Madagascar sourced vanilla bean in domestic use vodka I used to get brought in by a Russian friend. We only make 10 pints for the entire summer with home made maple syrup glazed waffle cones. Ice cream is a big deal in our home but we haven't bought any in over 20 years! I do have a cup of Earl Grey double bergamot every day so I will give that a try!

[@turtlep8582]

I may not have the most refined taste but I tried their Earl Grey and it tasted like perfume I hated it.

[@hilarylauren6112]

I can’t tell you how shocking it was to go from Brooklyn to visit family in Oklahoma and discover Van Leeuwan in the freezer section of Walmart, lol

[@marik1104]

It's in the Walmart freezer in Austin, TX as well!

[@franko8572]

Ayo! I’m in upstate NY. Also have family in Oklahoma.

[@diddlybop]

The first time i tried this ice cream i was hooked. The flavor and quality are there.

[@BenevolantBusinessBeauty]

God bless you. You've made ice cream even sweeter in my adulthood and your company's marketing is UNMATCHED! Continued success to you

[@CitizenAgim]

Wholesome video. Congratulations on the teams & thank you for the inspiration.

[@petertwining5729]

That’s such a great story. Hard work and working through the issues that come up. Kudos to them for making things happen. 😊

[@maurreese]

Incredible job to the founders!!👏🏿👏🏿👏🏿👏🏿

[@gordonfreeman9733]

Such a wholesome video! Thank you! I live far away from USA, I would really love to try it after this video 😋

[@user-ds5km3mt6j]

Seattle person here...never heard of the brand before today!. This is an AMAZING story! .

[@JessicaMachiavelli]

i love seeing people following their hobbies and dreams. this is motivating me 1000000%

[@manuelmanuel3968]

Do you run a business or work a 9~5?

[@jdbailey442]

My 2 fave ice cream shops in NYC are Sugar Hill Creamery and Van Leeuwen 🤗😊🥰 This is very inspirational.

[@blinktea8789]

Such an inspiring story! Good on them!!

[@dmalka336]

Brilliant niche, branding, risk-taking and confidence. Well done!!!!!

[@meowforlina]

So happy to see Van Leeuwen featured, and learn more of their story. My favorite ice cream!!! Try the earl grey 💜

[@jamestk656]

I found Van Leeuwen ice cream last year. Since it's French ice cream, it uses more eggs so the egg shortage didn't do its price any favors. However, I still buy it. If you read its ingredient list, it's super simple. Usually just milk, cream, sugar, eggs, and whatever flavoring for that particular ice cream. Now read the ingredient list of an ice cream at half the price and the ingredients becomes 3 times longer and would have locust bean gum, guar gum, carrageenan, dextrose, stuff processed with alkali, soy lecithin, etc. I'm sure much of that is preservatives and ways to get that ice cream to taste the way they want it, but at that point, are you really eating ice cream anymore.

[@user-rg9xd9mu5r]

Go buy Aldi's Specially Selected ice cream. It is super simple and half the price.

[@saraw1302]

I read the ingredient list and is not that clean. I put it back 😂

[@gracestetson8673]

Best ice cream around! Love this video, huge thanks to Ben for sharing all of the history!

[@cece82gemini27]

I love watching these success stories! Would love to try this ice cream 🍦 out here in Cali!

[@NikKaussFlies]

They have a truck on Abbot Kinney in Venice and a store on Franklin just east of Beachwood Canyon near Los Feliz

[@lifewellnesssociety]

Moral of the lesson: I can, I will, and I must!!

[@shannonseanovaa]

great story. congrats to you all!

[@tcms_]

Their ice cream is so delicious. They sold me with their strawberry ice cream. It has only 3 ingredients but taste like there’s at least ten. It’s so flavorful and smooth. Ever since I had that I’ve tried at least a 3rd of their flavors. I will not eat the ranch one but they have 100 more

[@Luna1917a]

Great story, cheers 🥂 to their success!

[@smsaaristo]

Love the honeycomb flavor ❤ but last time I visited the shop at Upper East Side, they were out of most flavors & had been missing their delivery for 2 days ☹️ on a hot summer day in NYC, that stinks.. Also the arizona green tea flavor is sold at the most remote MA walmart locations.. I had to drive 2 hrs away from my house to find it, & it wasn't everything I expected. Too heavy on the matcha..

[@cattansonyeondan]

I love their ice cream 😍 I'm so happy for them! If you haven't tried them yet, definitely go check them out. Fun fact since it's not mentioned in this video (I think) : Van Leeuwen sells non-dairy ice cream and it's AMAZING!

[@murk959]

The fact that they didnt hire any employees till 5 years later, or raise VC money until 10 years later is insane

[@Bfresh1101]

Tried this recently at Natural Grocers and loved it. Ended up finding a random brick and mortar last week, what a shocking surprise! So many great flavors!!

[@muchcuriousdotcom]

Anybody else who thinks their Old packaging was WAYYY better than their current one?!? (09:06)

[@drj2220]

Ugh yesssss

[@alex99398]

I see what you are saying. But the new packaging allows for a more cohesive and uniform look, with the pastel colors and focus on name and flavor - not the truck. The real reason why the new design works is it still keeps the brand and flavor front and center and works much better with the COLLABS. Think Arizona Green Tea at 9:47. This is an AMAZING DESIGN that pops and these "can't miss" designs and shelf appeal work better with the new design imo. But you're not wrong, the old design is excellent too..personal preference

[@diogoramiro3987]

not the most extravagant thing but so inspirational, such a great video with a great storytelling.

[@lievetessa]

6.90 for a scoop is disgusting

[@tethron.]

love this. great team, great brand, passion, and delicious fun!🍦🍧🍧🍨

[@heidiworkman4672]

My family went to your ice cream shop in Denver this summer. It literally was the best dairy free ice cream I ever tasted.

[@sheilatanart9874]

Inspiring!! I'd love to taste their ice cream 😍

[@vagas99]

He’s from Greenwich Connecticut, he grew up in one of the richest towns in America, the homes in Greenwich starts at 1.8 million and up.. connection definitely got him that whole foods deal lol 😂

[@jirou6228]

just because he grew up with money doesn't mean he will automatically have connections with a specific partner in wholesale right ? not to mention that his parents house not his house... maybe their parents did help invest their company a little bit but that doesn't mean they didn't work hard for their company

[@kendi1417]

I caught that, but he still had to come up with the idea. Would it have grown as fast without his Greenwich background? No. But I think the fact that people were willing to buy it out of a truck legitimizes him enough.

[@doe22us]

Exactly lol, whole foods just doesnt happenstance pop in one day and give you a deal.

[@goldboyjr]

I know right? Ben wants to fit in so bad, like he's a real entrepreneur 🤣🤣. Ben your father propped you up to make himself look good. "Oh look how smart my son is", reality you have no real accomplishments. You think you're the first one with this idea? LOL. I saw people like you with no real talent win pitch comeptitions in univeristy because your parents donated money to the college. "omg what if I start a business putting ATMS in every store" -dum prep kid "omg what if I rent one of my cars to strangers", "omg what if I sell ice cream on a large scale that I saw some spanish lady make in New Haven that one time" -you

[@SpicySin]

i've never heard of them until now. Now i wanna try it .

[@scumpuppies]

Very cool story, though I need to be honest, I tried one of their packaged ice cream sandwiches the other weekend and was very underwhelmed. I'll be sure to give them another try if I ever encounter one of their scoop shops!

[@paleobc65]

This was uploaded at the perfect time because I was just going Ice Cream shopping yesterday and I was wondering about Van Lewen

[@madebylamodernique]

Earl Gray ice is the best made by human. I tear up every time I get a scoop. Heaven in a cone. Such a great company. Such an amazing ice cream so happy for them❤

[@samtan4729]

Yes, that particular flavor is sublime.

[@esmeraldagems9487]

The campfire/smores flavor is so good!!

[@chinnywanders]

I'm in the Philippines and we also have Van Leeuwen here. That's how big they've become

[@doe22us]

They lost me at $7 for a scoop tho thats wild.

[@vaishnavirathod5125]

I love CNBC make it videos, hope to make it to the millionaire series videos, and would want to work here as well in data analytics or the tech team

[@agneskariuki785]

Happy for you I would also love to work in tech space

[@SpicySin]

i want that too! i just finally got into the IT field & this channel really helped me pick a career !

[@Bradymike358]

Van Leeuwen is my favorite ice cream shop I go there all the time 😊

[@darkestpriestess]

I'm so excited to watch this video. I've eaten your ice cream and it was absolutely delicious ❤️🙏😊

[@doeeyedgal]

honestly, the original design on the pint was great too!

[@CantThinkofaCoolOne]

Enjoyable watch. Great stuff.

[@ED-ie3et]

I really like how they have some of the most innovative vegan flavors. I can finally enjoy ice cream with my family again.

[@alinasaephan]

My hubby and I are watching this as he eats his new favorite ice cream he claims lol, their banana cream pie with fudge swirls lol. He LOVES it!

[@dianegerlach2454]

I walked by your product and almost bought a pint. Now I'm definitely going to! I love the new packaging!

[@PrimalStrike1]

Amazing story! Perfect example of you get what you put in. Thank you for sharing your struggles to serve as motivation for all future entrepreneurs.

[@vagas99]

He’s from Greenwich Connecticut he doesn’t know anything about struggle lol

[@katies2067]

@@vagas99 you don’t know the guy. Just because he lived in that neighborhood, doesn’t mean that he didn’t struggle financially. Not everyone in Greenwich is wealthy/upper class.

[@npennpen2757]

i recently tried this brand..... high quality , amazing. might be the best pint iv ever had, customer for life.

[@eglesia0]

I love ice cream and I love this story. Amazing job you guys!

[@AlexAlex-gj4jd]

Seattle person here...never heard of the brand before today!

[@wtpaige]

Van Leeuwen is the BESTTTTTT. Happy to see the BTS video!

[@carableu]

Their ice cream is fabulous! 🍦

[@glass1258]

This is some of the best ice cream I’ve ever had. The honeycomb flavor is my favorite ❤️

[@whatelsewouldyoudo]

This guy loves his job.

[@MBsr5]

loves money. $6.90 a scoop? Business was booming factories ,company shops, and in many big supermarkets. Why did they need $19million in govt pandemic funding? That's how they give back. Tell me which kinds of kids can afoord $7 scoop ice cream. Typical leftists sell a humble story

[@sandyny]

Love their earl grey ice cream

[@larondasmall-me4sx]

While wish they had something like that in my town. That sounds awesome..

[@daveariz]

If you open too many stores, you’ll end up like Krispy Kreme. Keep it contained like In-N-Out

[@funmitej]

how lovely. they make such good ice cream

[@ditz3nfitness]

Hoping for this to hit Europe at some point!

[@raew9881]

Love their ice cream!! Wish they were in the UK :(

[@zaired]

Glad the US finally got good ice cream. I remember when I was in new york about 10 years ago there were barely any good gelato or good artisan ice cream shops around. It was really sad, when I was used to the many choices in Canada

[@katies2067]

The US is far bigger than New York 😉

[@rickygutierrez5748]

300k on a good day! Hopefully the hard-working employees are seeing some of that.

[@seriouscash]

yep. minimum wage

[@olwethu2424]

What a story 🙏 Inspired

[@per-olamjomark7452]

Never heard of Van Leeuwen (most likely because I live in Europe). But after watching this, I can not stop thinking about that ranch flavoured ice cream. At $6,90 a scoop, it is a bit too much for my taste though.

[@estiennetaylor1260]

Overpriced for a scoop of ice cream regardless what they label as.

[@xavierrodriguez1455]

You need open some in Texas my town Paris Texas can use one and it is also cheap labor to open also .

[@Ziva.lafleurviii]

I Love Van Leeuwen. Their Ice Cream Is Great.

[@hmann4531]

My favorite ice cream by far when I lived in NYC. The small batch stuff in Whole Foods used to be good as well. However, the stuff in Walmart is now terrible. Has a powdery consistency and terrible favors (I've tried 6).

[@anshardeman3967]

Hi Ben, I see your name and immediately think that you are a Dutch person who wants to start here But it turns out that you were born in America, yet in terms of thinking I see that you are a Dutch person through and through great that your product is an absolute TOPPER, keep it up with your partners and make something beautiful out of

[@lifephilosophies9]

Great video! Learned a lot!

[@lisahansel4216]

This is really great ice cream I love it!

[@OlatundeAdegbola]

Whoa. I love this!

[@RineKeef]

We love their ice cream! We review all that we can. Great I've cream!

[@yaee123]

Their ice cream is bomb!!!

[@themrgumbatron]

Amazing story, well done to the team but the biggest winner was the branding agency who was on a one year retainer to come up with what looks like 10mins work at most.

[@wearytrader535]

That's what happens when you introduce the concept of "corporate" into your fledgling company

[@Sssteelo]

These guys clearly had help from daddy’s connections. Whole Foods doesn’t just offer some niche ice cream truck a deal on their first day.

[@biglloyd5870]

we get it ur envious

[@ericcardenas2590]

Ooo I wanna open one in south Texas =D

[@milosradmilac8911]

To me the most imiportant statement: we believe in investing in PRODUCT. From their 40k salaries to more focus on product development and quality focus instead of pure ad run business. Not easy but certainly a healthy way to run things.

[@xzizy]

Ive had this ice cream, its so creamy and soft. But i can only buy it when theres a sale or if i can find a coupon

[@sweets20062107]

I just had this ice cream for the 1st time last week and I’m hooked…I love the praline pound cake flavor 😋

[@patrickhaarhues2870]

I could have done but I’m lactose intolerant! Kidding. Good for you. Takes work and risk many of us don’t appreciate.

[@maneeshahooja]

Well done!

[@melissamcclain34]

I've been eye this ice cream brand in Wal-Mart but wasn't sure it would be good after seeing this I'll definitely be giving it a try 🍨

[@Asawaki]

They really stand behind their brand, their online customer support is actually attentive

[@olivernjoku3110]

Unbelievable resiliance 👍. Congratulations!

[@Sirvival205]

nice work on the rebranding. maybe pentagram could take off the logo too for the next rebrand.

[@ChristianMosi]

Very inspirational !!!

[@maestroadam]

I think their old logo was better, haha

[@onetwo-dr8hl]

Definitely was..had more unique character..ironic that the old logo only cost maybe a few hundred bucks to develop and the now super simplistic logo cost hundreds of thousands via a corporate consulting firm 😂

[@roadracerdave7645]

yeah same here. and to think they worked on the new logo for 1 year! i bet they literally paid millions of consultation fees to Pentagram.

[@maestroadam]

@@onetwo-dr8hl Agreed! It blows the mind that many months of work and "great"/"strategic"/"business" minds actually end up producing something crappier than the original vision. Kind of comedic actually!