How an Immigrant Entrepreneur Revolutionized Ice Cream and Franchising
For 90 years, the iconic Carvel ice cream franchise has delighted kids of all ages and become a quintessential American tradition. Simply hearing the name Carvel can elicit memories of fun summer nights enjoying soft-serve ice cream after a baseball game or a day at the beach. Carvel has always been there to mark life’s milestones, including birthdays, anniversaries, championships and more. And it’s nearly impossible to not feel nostalgic when the Fudgie the Whale ice cream cake is on display.
The visionary behind this beloved American brand is Tom Carvel. This trailblazing immigrant entrepreneur is credited with popularizing soft serve ice cream in the U.S. and being an early adopter of the franchise business model. Read on to learn more about his early life, military service and lessons from his inspiring story.
Early Life
Tom Carvel was born Athanasios Karvelas on July 14, 1906, in Athens, Greece. He and his parents immigrated to Connecticut in 1910 when he was 4 years old and ultimately settled in New York City, seeking a better life in the U.S. Throughout his youth, the hardworking and self-sufficient Carvel held a variety of jobs, including playing drums in a Dixieland band and working as an auto test driver. To assimilate to American culture, he even changed his name to the more American-sounding Tom Carvel.
At the age of 26, Carvel moved to Westchester, N.Y., and started selling ice cream. Using $15 borrowed from his then-girlfriend, Agnes Stewart, he purchased a truck and began selling the irresistible dessert from the back, according to Greek Reporter.
Turning Bad Luck into Success
One of Carvel’s earliest ventures in selling ice cream came during Memorial Day weekend in 1934 when his truck got a flat tire, according to The Pappas Post. Undeterred, he pulled his trailer into a parking lot next to a pottery store and sold his entire inventory of melting ice cream in just two days.
Carvel pulled this off by striking a deal with the pottery store owner for a small rental fee to plug in his refrigeration equipment to keep the ice cream cold (Fun fact: Carvel purchased the pottery store in 1936 and converted it into the first Carvel ice cream shop. This 1950s-style roadside location remained a Carvel store until the property closed in 2008 to make way for a new restaurant.)
Soft-Serve Ice Cream Machine
Driven by the strong demand for partially melted ice cream, Carvel was inspired to find a way to mass produce it and took it upon himself to learn about how refrigerators work. He developed an ice cream machine that could quickly freeze the ingredients, allowing small cup- or cone-size quantities of soft ice cream to be pumped out. (Carvel patented his invention and went on to hold over 300 patents, trademarks and copyrights on various ice cream-related items and products, America Comes Alive reports.)
Growing the Carvel Franchise
Carvel married Stewart in 1937 and later was sent to Fort Bragg, N.C., as WWII approached. During the war, he was assigned to work in food service due to his experience in refrigeration.
Carvel focused on growing his business following his military service, with the goal of marketing his soft serve ice cream machine for use in restaurants. But restaurateurs had trouble training their staff to use the machines, so Carvel took his business in a different direction in order to maintain product control.
He read about a new way to grow businesses via franchising and sold his first franchise in 1947, according to Carvel’s website. The immigrant entrepreneur enjoyed welcoming others newcomers to the U.S. to buy into his business and opened the Carvel College of Ice Cream Knowledge (also known as Sundae School) to train franchise owners.
Innovative Marketer
In addition to being a product innovator with his soft serve ice cream and cakes, Carvel was also a clever marketer. He was one of the first entrepreneurs to boost sales via the “buy one, get one free” deal and popularized gift cards. Carvel became the face of his brand, starring in commercials and charming viewers with his signature gravelly voice.
Carvel’s do-it-yourself commercials became so popular that other CEOs followed his lead. For example, Sy Syms began selling suits and shoes on television, and Lee Iacocca promoted Chryslers.
Fast forward to today, and the Carvel ice cream franchise recently celebrated its 90th anniversary and has more than 350 locations across nine countries, according to the brand’s website. The ice cream franchise is part of GoTo Foods (formerly Focus Brands) along with Auntie Anne’s, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s.
Lessons from the Tom Carvel Story
Carvel passed away on Oct. 21, 1990, at his home in Pine Planes, N.Y., at 84. He and his wife never had children, but they established a foundation that funds causes for children and families.
His inspiring story proves that anyone from any background can succeed with hard work and grit. He exemplifies what it means to serve his community as an entrepreneur and a veteran, paving the way for others to follow. As an innovator and early adopter of franchising, he set a powerful example for those looking to carve their own path.
