Professional Documents
Culture Documents
Preface
under the brand of Dots ’n cream, which the first business who
and profit of doing this Dot ice-cream business. We are expect that
our project will provide benefit more and more interested person
Group members
2
Table of Content
Title Page
Preface 1
Chapter 1 Introduction 4
2.4) Vision 27
2.5) Mission 27
3
3.2) STP Analysis 47-48
4
Appendix 145-157
Chapter 1
Introduction
5
1.1) History and Background of Ice- Cream
The story of ice cream begins a long, long time ago in a most beautiful place.
The story of ice cream begins over 3,000 years ago in China. Lots of cool things were
invented in China. Umbrellas, glasses and fireworks were all invented in China but
the tastiest and coldest Chinese invention is snow ice cream. The Emperors of China
were the first people, we know about who were lucky enough to get to eat snow ice
cream. Their cooks mixed snow and ice from the mountains with fruit, wine and
honey to make a tasty treat for their rulers to enjoy when they wanted to relax.
How the Romans came up with the idea of making snow ice cream we do not
know. But what we do know is that in 62 A.D. the Roman Emperor Nero wanted to
eat snow ice cream so badly he sent slaves up to the mountains to bring back snow
and ice so his cooks could make it for him. Nero's cooks mixed the ice and snow the
slaves brought back with nectar, fruit and honey and then Nero ate it.
In 1295, Marco Polo, a great adventurer, returned from China to Italy with a
new recipe for making snow ice cream. His recipe called for mixing yak milk into
snow in order to make it creamy. The idea of mixing a mammal's milk into snow ice
cream caught on and soon the rich people of Italy were enjoying frozen milk.
when she married the French king, Henry II. One of the things she took with her when
she moved from her home in Italy to her castle in France was her recipe for making
frozen milk. Soon many of the cooks in France were making the delicious treat. One
French chef opened a shop to sell the tasty treat. He was the first cook to add flavors
6
When Charles I of England visited France in the 1600s, he was served frozen
milk. He loved it so much, he asked the French chef who served it to him to sell him
the recipe. Charles I took the recipe back to England with him and the rich people of
In 1700, Governor Bladen of Maryland, who was from England, served ice
cream to his guests. Seventy-six years later, the first ice cream parlor in America
Dolly Madison, the president's wife loved ice cream so much, she served it to
her White House guests in 1812. In 1843, an American woman named Nancy
Johnston invented the hand-cranked ice cream freezer, which made making ice cream
easier. In 1851 Jacob Fussel opened the first ice cream factory in the United States of
America in Baltimore, Maryland. He sold his ice cream from a wagon. In 1899,
August Gaulin, who lived in France, invented the homogeniser. This invention helped
give ice cream a really smooth texture. In 1902, August Gaulin invented a new kind
of ice cream freezer that helped make ice cream freeze faster.
In 1903, Italo Marchiony, a man who sold ice cream from a pushcart he
pushed through the streets of New York City, invented the ice cream cone and
patented his idea. He invented the waffle cup because he was tired of people walking
off with or breaking the glasses he used to serve ice cream from his pushcart.
A year later in 1904, E.A. Hamwi introduced the waffle cone at the St. Louis
World Fair. People say he began making the waffle cones when an ice cream vendor
7
The closing of bars that sold wine and beer in 1919 led to the opening of many
ice cream parlors in the United States. The more Americans ate ice cream the more
they wanted to eat ice cream. This demand for ice cream led to the invention of the
first chocolate covered ice cream bar. The first chocolate ice cream bar was called the
I-Scream Bar but later its name was changed to the Eskimo Pie. You can buy an
Eskimo pie at the grocery store if you want to find out what it tastes like. You can
also buy a Good Humor Bar which was invented in 1920 and was the first ice cream
sold on a stick. But if you're like me, you'll head to Baskin-Robbins, which first
opened in 1946 in California, and buy a scoop of Cookies 'N Cream which is made
with real Oreo cookies. This ice cream flavor was invented in 1983. Others like
Chocolate Chip Cookie Dough have been invented since 1983 but Cookies 'N Cream
will always be my favorite. Of course, vanilla ice cream with honey on top is also
very good. I'm so glad someone in China decided to mix snow and ice with honey and
that now even poor people like me can afford to eat tasty frozen treats each and every
day of the week, just like Mr. Baskin and Mr. Robbins intended. (source from
http://webinstituteforteachers.org/~cbmallare/History1.htm )
8
style and shape. Because of this reason, our company then has an inspiration to
conduct this kind of business but in a difference shape & style of ice-cream which is
dots or other shape of ice-cream during special occasions such as heart shape in
Valentine’s Day, pumpkin shape in Halloween, and Christmas tree during Christmas
under the brand of “Dots ‘n Cream”.
Our company has an inspiration from one of ice-cream business in USA that
produces a premium ice-cream in a shape of dots, however our company has create
new recipes of ice-cream and added more shape altogether with its color in order to
response and attract customers.
Our target market are teenagers and families in Chiang Rai who love Ice-
Cream and prefer to try something new such as lovely style & shapes of ice-cream as
well as the cute theme services and cute shop decoration, so we focus on making a
lovely design and tasty ice-cream altogether with the beautiful shop decoration
(vintage style) and seasonal theme services in order to make customers satisfy.
9
• To study about the generally of Ice-Cream business in Chiang Rai.
• To study about the management of Ice-Cream business as follows:
- Background and Classification of ice-cream
- The innovation of Dots ice-cream
- The product and services in Ice-cream shop
- Vision and Mission statement of Dots ice-cream business
- Strategic management of company
- Location
- Analyzing of Operation management
- Investment and Operational costs of conducting this business
• To study and analyze about risk taking of running Dots ice-cream business in
Chiang Rai
• To summarize about the feasibility of Dots ice-cream in Chiang Rai
10
1.6) Time frame of study:
11
Chapter 2
Industry Profile
12
2.1) Nature of Industry
IT is a commentary on the trend of life that a book of nearly 700 pages should
be written on a comparatively small item of diet, an item which, until a few years ago,
was either regarded as a luxury or as a special treat for small children. This one item
has now become the basis of one of the big food industries, ice cream manufacture,
and it must be admitted that ice cream is a useful and palatable method of inducing
people to take more milk. Messrs. Turnbow, Tracy and Raffetto have in this revised
edition brought their earlier work, of 1927, up to date ; have added chapters and
rewritten chapters, and the result is a very readable compendium of knowledge (there
are a number of minor and several major errors particularly in the scientific parts)
be an interesting study to try to decide which author has been responsible for the
various sections, for they are not all of one style, and one gets the feeling of a vision
v161/n4092/abs/161500b0.html)
which offers happiness to consumers by providing the best quality of product and
type or exotic ice-cream. The customers can order whatever they want or even create
their own recipes of ice-cream by themselves. Moreover, Dots ‘n Cream has provided
theme services during special occasions; therefore made customers satisfy with both
products and services. However, from base budget reduction of customer services, it
13
makes the ice-cream parlor business has high competitive. Most of the companies
whom conduct this type of business try hardly to create their own strategies in order
& services, and special discount promotion or premium to motivate the customers.
The bars chart below shows the market value of ice-cream in Thailand during
2006 – 2007 which the trend of each segment was slightly increased. (source from
http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/Search.aspx?cid=11)
Premium
Medium/Mass
Lower Cost Market
7,900
2007
1,000
Market Value (MillionBaht)
3,000
Premium
Medium/Mass
Lower CostMarket
7,000
14
Most of the consumer in ice-cream market preferred “Wall ice-cream” rather
than those competitors and because of this reason, it makes Wall company gained
prior market share. In addition, Nestle, Cremo, Magnolia, and other ice-cream
company have gained less market share respectively. However, the total market value
of ice-cream industry is almost 4,323 billion as shown in the figure 2.2.2 below.
param=power%20share)
70.00%
60.00%
50.00%
40.00%
Wall
30.00%
Nestle
20.00% Cremo
10.00% Magnolia
Others
0.00%
Wall Nestle Cremo Magnolia Others
2.3.1 Product
• Chillz
15
Wango Rainbow copy
• Flavored Ice
• Ice-Cream
16
Banana Bubble Gum copy
17
Strawberry
Tropical Tie Dye
Vanilla copy
• No sugar add
• Sherbet
18
Lemon Lime Sherbet Orange Sherbet
• Yogurt
Strawberry Cheesecake
19
Waffle Cone Sugar Cone Cake Cone Waffle Bowl
• Ice-Cream Toppings
• Sauce
Chocolate
Strawberry
20
Caramel
• Fruit
• Chocolate
21
• Caramel
• Peanuts
• whipping cream
22
• Cherry
• waffle
• Sprinkles
23
• Gummy
• M&Ms
2.3.2 Service
• Internet Hi-Fi
24
• Reading Corner
• Rest Rooms
25
2.3.3 Theme Service
• Valentine’s Day
• Halloween
26
• Christmas
• Vintage Theme
27
2.4) Vision
To make Dots ‘n Cream the most popular ice-cream parlor and the prior
2.5) Mission
Dots ‘n Cream has provides the best quality of Dots ice-cream and beautiful
theme services depend on seasonal and special occasions with a team of specialized
staff. Our company would like to establish long-term relationship with customers as
well as create customer loyalty by concerning about customers needs & wants. Dots
‘n Cream is also offer a special promotion set of ice-cream and create new strategy of
from competitors.
2.6) Strategy
“Dots ‘n Cream” is the new business that will launch their products and
services in Chiang Rai and make it to be well-known in the entire market. This is the
reason why our business used “growth strategy” in order to make an accomplishment
for business. Growth strategy can be used to improve “Dots ‘n Cream” to be the most
popular ice-cream parlor in Chiang Rai. It will also lead the positive effect by
increasing growth rate for our business; especially focus on creating the growth within
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Our business will support the products and services by using horizontal
integration strategic and then adding products diversity such as style, shape, taste, and
colors. For example, product line of dots ice-cream; it has many shapes and colors,
such as shape of dots with rainbow color, shape of heart with red color in Valentine’s
Day, shape of pumpkin with two tones color in Halloween, etc. In addition, product
line of ice-cream containers such as crystal cup, waffle cone, sugar cone, and cake
cone, etc. From the strategy that we adapt to support products and services, it can
Furthermore, our business has high cooperated level with the supplier such as
grocery stores in the local market, fruits store, chocolate factory, etc. All suppliers
provide the best quality of products as we have ordered. Therefore, our ice-cream is
our company needs to create distinctive strategy to make the difference from existing
strategy toward products and services and gain prior market share.
parlor in Chiang Rai is the shape of ice-cream and its theme services which are very
29
2.6.3 Functional Strategy:
• Marketing Strategy
Product Strategy
- Create brand image by using product branding, logo, and its slogan to attract
customers
Price Strategy
Place Strategy
- Use an area of parlor for products and services distribution, and then emphasize
Promotion Strategy
- Advertise the products and services through various communication media such as
- Introduce new recipes of Dots ‘n Cream by seasonally and give a discount for
customers
30
• Financial Strategy
31
Chapter 3
Marketing Feasibility Study
32
3.1) Marketing Analysis
• Political factors
stability. The factors affect to demand for domestic, such as red shirt, yellow shirt and
unrest between Thailand and Cambodia, etc. (chiangmainews, 2009), however these
political problems have no affected in decreasing the number of people who consume
ice-cream because this business is apart from political crisis in Thailand which means
people don’t have to be worried of any serious situation that might occurred. On the
other hand, the demand of consuming ice-cream could be rise up dramatically because
it can make them feel relax from the stress. Therefore, the entrepreneur of ice-cream
parlor can get more revenue and profits by adjusting an appropriate operating and
marketing plan to satisfy the customers such as setting suitable promotion for
• Economic factors
The Thai economy in 2010 is likely to pick up, with a growth rate of 3.5 percent,
an increase from 3.3 percent forecast in September 2009. According to the Ministry of
Finance, the improvement in the Thai economy will be a result of the Government’s
stimulus measures, as well as the acceleration of private spending and the recovery of
0.2 percent in the third quarter of 2010. From 1993 until 2010, Thailand's average
quarterly GDP Growth was 1.01 percent reaching an historical high of 7.10 percent in
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September of 1993 and a record low of -5.10 percent in March of 1998. The economy
accounting for more than two thirds of gross domestic product (GDP). Well-
policies, made Thailand one of East Asia's best performers. However, overall
economic growth has fallen sharply in 2008 and 2009 as global downturn and
consumer confidence.
The inflation rate in Thailand was last reported at 3.40 percent in July of 2010.
From 2000 until 2010, the average inflation rate in Thailand was 2.51 percent
reaching an historical high of 9.20 percent in July of 2008 and a record low of -4.40
percent in July of 2009. Inflation rate refers to a general rise in prices measured
against a standard level of purchasing power. The most well known measures of
Inflation are the CPI which measures consumer prices, and the GDP deflator, which
measures inflation in the whole of the domestic economy. (Trading Economic, 2010)
cream business because, even though the economic is slowdown, the numbers of ice-
cream consumer is still in high level. In addition, ice-cream is a product that can be
sold through out the year; no matter what season or which special occasion.
Moreover, after considering the trends of economic this year, our company has
estimated that the economic in 2011 will grow up more than this year.
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• Social and Environmental factors
The society in Thailand nowadays is more flexible than the past (a hierarchical
society) which means that people can consume any class of products and services they
wanted; no matter those products and services are expensive or not. The reasons
above have shown that most of the business depends on consumers who have
purchasing power, and ice-cream parlor is also the business that suitable for everyone
in society. Moreover, the environmental factor is hot weather in Thailand which leads
• Technological factors
The technological equipments that our company used in operating business consist
of “normal ice-cream making machine” which helps reducing time and operation
costs. Moreover, “nitrocream machine” can also produce dots ice-cream faster and
easier with more quantity. Additionally, “ice-cream freezer” is necessary for keep
cabinets” with 16 flavor freezers for 3 gallon tubs. There’s also “ice-cream
Strawberry, chocolate syrup, pineapple, etc. The rail houses the toppings and the
as well as the basic flavors used in shakes and sundaes (usually vanilla, chocolate
and strawberry will be dipped out of this cabinet). “Batch freezer” is also used for
produce a perfect premium style ice-cream and sorbet which offer more quality,
durability, and convenience for users just like “waffle cone bakers” that offer
35
Besides the technology of ice-cream homemade equipment, the technological
of communicating device is also important such as telephone and internet that use
to contact with customers. In addition, calculator and cashier machine are very
necessary because it’s very helpful when receiving a payment from customers.
competitive advantages, and also making their product more outstanding than
response to customer needs and wants with the best quality and more effectively of
36
- Technology Equipment
37
Ice-cream dipping cabinets’ Ice-cream freezer
Telephone Internet/WiFi
38
3.1.2) Competition Analysis
• Competitor Analysis
Our competitors
services which is very different from other competitors. We haven’t had a direct
instead. Our indirect competitors can be divided into two groups which are branded
ice-cream and local ice-cream. The branded ice-cream is Swensen’s and Dairy Queen,
Indirect competitors
• Brand ice-cream
Swensen’s
Address: 184 Moo 25, T. Rob Wiang, Muang District, Chiang Rai, 57100 (Big C)
Product
- The products of Swensen’s are including several menu of ice-cream, ice-cream cake,
drinking in order to customer can choose the menu they prefer. In addition their
services is more comprehensive, they also provided the service in a warm, family
atmosphere’s experience. Their service comes from working with naturally friendly
people well trained in all aspects of operating on ice cream parlor. They have strived
39
to meet each client's specific needs in planning for the future and achieving their goals
in an ever-changing.
- Swensen’s is a strongest competitor in the ice-cream market because they have two
- The products of this brand are acceptable from the customer because their brand is
famous among Thai people. When this brand is open franchise in Chiang Rai, so this
customer feel satisfaction which is the most things that they concerned.
Price
which changes follow all the years season al thin order to attracted the customer by
Place
- The location is suitable for opened the business both Big C and Night Barza because
these locations are the places where the people easy to reach.
- There is advertising via television and also in billboards in the public places.
40
Promotion
The promotions of Swensen’s brand are creating follow the season at that
Promotion.
Small size
Small size
41
• In the Mather’s Day, a promotion of Swensen’s is I love you “Mom”
Promotion.
Small Size
Big Size
Promotion.
42
- Italian Mocha 129 Baht
• Swensen’s have central Festival celebration promotion for the customer who
collected the stickers and they will receive the 50% for maximum discount
rate or the first card 100 points can change into 1 stamp.
1 stamp = 10%
2 stamp = 15%
3 stamp = 20%
6 stamp = 30%
9 stamp = 40%
12 stamp = 50%
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• Swensen’s also provided the gift voucher for the customers who buy ice-
• Buy one get one free is also the special promotion of Swensen’s ice cream.
44
Dairy Queen
Address: 184 Moo 25, T. Rob Wiang, Muang District, Chiang Rai, 57100 (Big C)
Product
- The products of Dairy Queen are including several menu of ice-cream, ice-cram
cake and drinking in order to customer can choose the menu they prefer. In addition,
customer because the store have only counter. Their store doesn’t have the seat which
provided for the customer, so they need to provide the service as quickly as possible.
However, Dairy Queen also provided the premium ice-cream with effective service
- Dairy Queen is a strongest competitor in the ice-cream market because they are only
- The products of this brand are acceptable from the customer because their brand is
famous among Thai people. When this brand is open franchise in Chiang Rai, so this
45
Price
The prices of ice-cream Dairy Queen are medium prices because they’re
focusing on the target market of child and teenager, thus they have to set up the prices
Place
- The location of Dairy Queen is suitable for open the business which located in
Big C.
- There is advertising via television and also in billboards in the public places.
Promotion
Dairy Queen is quite limited in their promotion because their store is a mini
bar with the medium prices of product, so they gift a little discount in the popular
Blizzard ice-cream has 4 sizes which are small size 25 Baht, Medium size
- When the customers buy the small size of Blizzard ice-cream and if
they want to buy the medium size, they will pay more 5 Baht.
- When the customers buy the medium size of Blizzard ice-cream and if
they want to buy the big size, they will pay more 5 Baht as well.
- The promotion of take home size are different form another sizes
46
• Local brands
Huck ice-cream
Product
- The products of Huck ice-cream are including several menus of ice-cream, snow
cone ice-cream, and milk churn. In addition, their service is moderate because the
service of Huck ice-cream is customer’s own servicing.
- Huck ice-cream is a strongest competitor in the ice-cream market because they are
only branding who is conducting the business in Chiang Rai.
- The products of this store are acceptable from the Mae Fah Luang University’s
student because their ice-cream is the uniqueness style of snow flake which difference
from other store.
Price
- The prices of Huck ice-cream are reasonable prices because they’re focusing on the
Mae Fah Luang University’s student. However, if they want to add more topping, it’s
Place
- The location of Huck ice-cream is suitable for opened the business which located in
front of Mae Fah Luang University.
47
3.2) STP Analysis
three niche groups; each group is classified according to their consuming behavioral.
expectations and marketing conditions. Our three market segmentations are identified
below:
Our first group is the ice-cream lover; this group is seeking for new type and
new taste of ice cream to fulfill their wants. The second group is the general customer
who loves dessert. The last group is the group of people that are interested in
experiencing excellent services and good ice cream parlor’s style, warmth and
comfort atmosphere. The following figure shows the comparing number of each
group.
Market Segment
servicefocus
15%
dessert lover
25% ice-cream lover
60%
48
3.2.2 Target Analysis
As ice-cream parlor is the fast growing business that the products can be sold
differentiate our business from the competitors. Therefore, Dots ’n Cream offers new
package and style of the product to response to customer needs. Our business targets
the two particular groups, which are the teenagers and the families. The characteristic
of teenagers are more likely to attract as they love challenging and want to kind
something new. The characteristic of families are that they love going as a group,
enjoying and having good time together, so they purchase at greater amount.
building awareness of the business existence including products and services into
targeted customers’ minds. With the new developed product package at a first place in
Thailand, will faster encouraging the customer’s perception toward the business. In
addition, our well-trained employees those who are ready to serve you an excellent
service with warmness, friendliness, courtesy, and service mind, as customers can be
ensured with. Moreover, the business opens and is always appreciate for any reviews,
inspiration for business improvement and better response to customer needs and
wants.
49
3.3) Marketing Mix Strategy
because it looks internationally and relates with our product. “Dots ’n Cream” is the
name of our company. It looks lovely and easy to remember. We also created a logo
in order to making the identity into our brand. Our logo has used the graphic with the
lovely design in order to promote our brand and attract the customer in the target
good services that can be satisfy customers needs. Due to they have the different
preference, so customers can selected our products according to they wanted and
50
they also derived the good services that we provided to them. Therefore, our company
has professional employees that our company had trained them better.
• Products
• Services
Dots ’n Cream can create reliability and confidence to customers very well,
because we has create the image of our brand to be well know among Chiang Rai
people with the standard brand. We have responses the customers need and also make
production of our ice-cream is high values which are cost of raw material, cost of
labor, cost of equipment and etc. Thus, we need concern about the prices by
comparing with the cost of production. However, we will offer the ice-cream with the
quality and quantity which suitable with the prices and also provide the professional
services to the customer as well as the our high quality ice-cream to the customers
attract more customers because the decision of the customer in buying ice-cream
might depend on quality of product are suitable with its prices. They always choose
51
the best product they require, so we should to determine the variety of our ice-cream
product with the good images in order to pull the customer into our ice-cream parlor.
When the customers come to our ice-cream parlor already then they can choose the
• Advertising
• Sale promotion
through the year such as Valentine’s Day, Halloween, Christmas and Vintage
Theme. Moreover, we also offer the special discounts for the customers who
52
3.4) Sales Forecast/Profit Estimation
(age 15-28 years old) is estimated at 30% of total population which is 358,480
teenagers. And suppose that every household compose at least 1 child (age 3-14) and
53
And since our business will be launch at Chiang-Rai Central Shopping Mall,
Maung District, thus the number of target customer will be focus on the population in
number of our target customer would be about [(116,341 x 30%) + (46,758 x 33%)] =
-http://203.113.86.149/xstat/p5257_01.html)
*Note: However, this is just a yearly estimation and if we divide into months, hence
that we’re competing with other two competitors. Moreover, giving 12,000 additional
supplementary customers from the residents from other Chiang-Rai’s Districts and
tourists, then the estimated no. of customers of our own business per months will be
as follow:
Competing with 2 main competitors, plus our own business = 5,194/3 ≈ 1,731
Business’s Target
Customers
1731
Target
Customer/Month
19041
Target
Customer/Year
54
Based on the statistic record of ice-cream consumption rate of Thai people
found that the ice-cream consumption rate has increased at 5% average/year. Then,
we can assume that the customers and sales forecast will increase in consecutively.
Together with our sales promotion and business uniqueness, thus we expect the
customers’ basement will increase at a rate 15% (for year 2), 10% (for year 3), and
5% (for year 4 and 5). However, the sales varies and depends on market mechanism
as it will rise and tap highest profits in the early stage and then decline unless we
Total Sales
Year 1 = 5,534,150 baht
Year 2 = 7,942,950 baht
Year 3 = 6,578,700 baht
Year 4 = 7,208,615 baht
Year 5 = 6,444,350 baht
55
56
57
58
59
60
61
“Five years Sale Forecast
฿8,000,000
Year 1
฿7,500,000
Year 2
฿7,000,000
Year 3
฿6,500,000
฿6,000,000
Year 4
฿5,500,000 Year 5
฿5,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
62
3.5) Marketing Expenses (Sale Incentive)
• 95 baht/time
products with the professional services, including the location of our ice-cream
parlor, until start to finish the length is about 20 second. We are buying a
• Brochure
• Billboard advertising
63
• Cost of theme changing within the parlor
• Vintage Theme
The vintage theme is the normal style of our ice-cream parlor when not
during in the special occasions. The total cost of decoration is about 132,020
64
• Valentine’s Day Theme
pulling scene which reflects the loves mood. The total cost of decoration is
65
• Halloween Theme
pulling scene which reflects the horror mood. The total cost of decoration is
66
• Christmas Theme
pulling scene which reflects the lovely mood. The total cost of decoration is
67
68
69
70
71
72
3.6) Conclusion in market feasibility
From Dots ’n Cream’s Sales Forecast, we can assume that our business
operation is manage and organized according to the seasoning and special occasions.
There are three periods that we can achieve sales according to the business’s
strategies. The first period is “all year round special occasions”, for instant,
Valentine Festival, Halloween Festival, Christmas and New Year Celebration, etc.
This period, our parlor will be decorated as well as service theme to make the
customers feel more enjoyable and comfortable, thus, the sales volume is large along
The second period, “summer time”, is the period when the sales volume is
large due to the weather conditions which the temperature is high. Therefore, it is the
time when people are searching for something to cool them down as well as the
very preferable and that our business’s sales volume and the profits would be very
high.
The third period, “Rainy & Winter Season”, is the time when our sales are
locates at a low or medium rate. It is generally the season that every ice-cream
business won’t achieve sales volume as much as they want, including our business
too. Therefore, we have to launch special promotions and/or campaign to booth up our
sales. For instant, giving discount and advertising to make the sales and profits grow
at a constant, generating our business with enough money to sustain the parlor and
73
Chapter 4
Technical Feasibility Study
74
4.1) Production and Operation Analysis
As everyone knows that Ice-Cream is a cold dessert and very popular among
teenagers and family because of it’s luscious, sweet and it’s looks yummy. Therefore,
a lovely or outstanding style of ice-cream is the most important factor when operating
the ice-cream parlor because this can create the first impression of customers whether
they’ll consume the ice-cream or not. Another important factor for creating
customer’s impression is an ice-cream flavor which needs to be tasty; not too sweet
• Chillz
• Sour Blue Razz, Sour Razz Blue Raspberry Ice. Made with Truvia
source of vitamin C.
75
• Wango Rainbo, a Tangy take-off on our Traditional Rainbow Ice.
the seeds.
• Flavored Ice
Lemon Ices.
the seeds.
• Ice-Cream
76
• Banana, a fund Banana Ice cream you’ll go ape over.
Ice cream and Cake Bits. Birthday Cake contains Wheat Gluten
and Soy.
• Bubble Gum, a fun of blue, red and yellow Bubble Gum flavors.
• Chocolate Cups.
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• Cotton Candy, Sweet a childhood favorite with a creamy, sweet Ice
cream flavor.
Cream.
• Moose Tracks, Vanilla Dots ‘n Cream with Peanut Butter Cups and
• Peach.
style.
• No sugar add
78
• No Sugar Added Fat Free Fudge, Delicious, rich, fudgey flavor.
added.
• Sherbet
• Yogurt
79
• Strawberry Cheesecake, A smooth and creamy blend of Strawberry
Dots ‘n cream has several types of Cone and Cup which made from waffle,
and we have provided these cups and cones in many different shapes and
sizes.
• Waffle Cone
• Waffle Bowl
• Sugar Cone
• Cake Cone
• Ice-Cream Toppings
There are many toppings for customers to choose and add on the top of ice-
• Fruits
• Chocolate
• Peanut
• Whipping Cream
80
• Cherry
• waffle
• Sprinkles
• Gummy
• M&M
Serve Here
Small 79 ฿
Medium 99 ฿
Large 129 ฿
Take Home
3 oz. bowl 59 ฿
4 oz. bowl 69 ฿
5 oz. bowl 79 ฿
6 oz. bowl 89 ฿
Waffle Bowl 89 ฿
81
Add Toppings 19 ฿ / each
receive high quality of products and services. Therefore, we create the environment
for our services in order to build the first impression of customers when entering to
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• Step of process services
• The customers came into the Ice-cream parlor, looked for ice-
enjoy eating Ice-cream and also can still play internet or read
magazines.
4.1.3 Location
Our ice-cream parlor is on the 2nd floor of Central Plaza, Chang Rai. It’s
located on Phaholyothin Road, Tumbon Rop Wiang, Muang District, Chiang Rai
57100.
83
• Dots ‘n cream’s Map
84
• Pattern of Ice-cream parlor building structure
The Ice cream parlor has a wide side about 10 meters, 9 meters for length, and
3 meters for height. The total area within a parlor is 90 square meters approximately.
The decoration of our parlor is mainly focus on the vintage style as usual, and using
special theme services and wallpapers for decorating when there’s a special occasion.
Besides wallpapers, our parlor use beautiful fresh flowers, painting, souvenir, and
Bookshelf
• Pattern inside the Ice-cream parlor Souvenir desk
Table
Sofa are counter and
Our ice-cream parlor has divided the area into 3 parts which
Chair
ordering zone, ice-cream eating zone, and relaxing zone. The 1st zone, counter and
ordering zone is use for showing ice-cream flavor as well as taking an order from
Entrance
85
customers. The 2nd zone, ice-cream eating zone; this area is using by customers after
they ordered an ice-cream (mostly use for served here service). The last one is
relaxing zone; the customers can read books and magazines as if they want to, or even
bring their laptop within the parlor to play internet by using our free Wi-Fi service.
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• Bookshelf Price 2100*2=4200
87
• Table glass Price 8000 baht *2= 16000
200*11=2200
• Bath room
88
• Water closet Price 4,200 baht
89
• Bathroom door Price 1550 baht
90
Logistics Management is the processes involved in planning, implementation
Dots ‘n cream has imported the ice-cream making machines from Henry &
Mickey Company USA Inc., USA and also bought some equipments from Sa-Sha-
Dots ‘n cream has ordered raw materials and ingredients from the
products by using fresh and clean ingredients to make ice-cream. For instance, we
bought fresh fruits directly from the garden such as strawberry and bananas as well as
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4.1.8 Machine /Tool /Equipment
yoghurts in just 20/40 minutes. Fixed and removed bowl for large quantities and
different flavors.
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The N2-3000, Liquid Nitrogen Ice-cream machine. It was a lilt head version
that for the most part worked quite nicely. It could be mounted on a portable cart
on a permanent counter. Each machine ran off its own liquid nitrogen Dewar and
premium hard Ice-cream, Italian ices and sorbets. Carpigiani batch freezers are
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• Topping flavor/flavor rails Price 138,540 baht
syrup, pineapple, etc. The rail houses the toppings and the cabinet is actually
an additional freezer compartment. It’s great for back-up cans as well as the
basic flavors used in shakes and sundaes (usually vanilla, chocolate and
Specifications BDF 10
Ship weight 370
Cu.Ft.capacity 23
Total 3 gallon ice cream tubs 25
Compression 1/3 h.p.
Amps 8
Electric 115v.
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• Scooping of Ice-cream Price 600 (*5=3000)
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4.2) Cost of investment
moo19, Tumbon Rop Wiang, Muang District, Chiang Rai 57100. (Tel: 053-748755-6
and Fax: 053-601153). The type of billboard is stainless and silver color. The total
• Shareholder as follows:
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- 471/2 Fah Thai Village, Tumbon Thasud, Muang District, Chiang Rai 57100
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** The total capital investment is 3,000,000 = 100%
- In front of store
- (8m. x 3 m) = 24m ~ 78.73 feet
- Door swing (2m x 3m) = 6 m ~ 19.68 feet
- Total size of transparent mirror in front of store is (78.73 feet -19.68 feet)=59.05 feet
Cost is 59.05 feet x 200/feet = 11,810 baht
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• Cost of Swing Door
Our ice-cream parlor will set up the internet Wi-Fi by ourselves because the
method of setting are quite easy, thus one of our partnership can setting internet Wi-Fi
in our parlor. In the method of setting we need to purchase only router wireless which
price is about 2,000 baht.
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• Air conditioner (Free setting cost)
• Cost of Decoration
• Valentine’s Day
• Halloween,
30,000 baht per theme
• Christmas.
• Vintage theme
100
Total 140,000
101
Total 458,190
102
103
104
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4.4) Management Analysis
establish the company limited. After we registered company limited already, we need
divided into equal shares and the liability of the shareholders. When we establish the
company limited, we need to have at least 3 persons to sign the contract together in
order to prepare Memorandum and register after that. Upon receiving the amount of
shares, the director need to register as the company within 3 months from the date
The name list of partnerships who invest with Dots ’n Cream Company as follows:
Nonpayom to be Chief Executive Officer of Dots ’n Cream Company limited. She has
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Moreover, she has to control and maintain tidiness in the company and also
company.
• People in organization
Task
107
- Oversee all department and along with to sign in that agreement
documents
Characteristic
Task
- To planning money
Characteristic
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- Can analysis the liquidity and finance of company
- To be honest on work
2.1 Cashier
Task
- Receive money
Characteristic
- 2 year experience
guests.
return.
109
- Cash handling
- To be honest on work
Task
Characteristic
Task
110
- Selection new employees into the appropriate position
Characteristic
Task
- Service excellence
Characteristics
- Clearing tables
111
- Cleaning a cross in service
Task
Characteristic
Task
Characteristic
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4.4.3 Administration Cost
• Employee Salary
• Rental Fee
Our company have signed an annually rental contract with the owner of
Central Plaza, Chiang Rai to rent 90 square meters on the 2nd floor of the building
for operating the ice-cream parlor for 5 years. The contract states that we have to
pay a rental fee during the first month of every year; starts from January 2011. In
addition, a rental fee is about 15,000*12 = 180,000 baht/year.
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Estimate use of electricity 1,500 unit x 2.4649 = 3,697.35 baht
114
*Remark (2baht/Minutes) and free 590 baht for call with in Thailand
TT&T package
Monthly Fee 100 baht
Local call 3 baht per call
115
116
117
4.5) Technical Feasibility Conclusion
professional services to the customer. Our product divided into six types which are
Chillz, Flavored Ice, Ice-Cream, No sugar add, Sherbet and Yogurt. The customers
can order what they want or even create their own recipes of ice-cream by themselves.
therefore made them satisfy with our services and our professional service comes
from working with naturally friendly people well trained in all aspects of operating on
ice cream parlor. They have strived to meet each client's specific needs in planning for
Our store has located in Central shopping mall, where locate in famous super
center in Chiang Rai and also nearby the Super-hi way road. It makes convenient for
the customer who come to Central shopping mall and come to consume and purchase
In part of management, we can divide into two operation period time, which
are pre-operation period and operation time period. The first one, pre-operation period
need to concern about making decision in part of total cost of setting equipments in
company, total cost of interior store, and company limited registration cost. However,
Chiang Rai in order to register to be limited company. The second, operation time
period will include many expenses, such as utility expense per month in store and
118
Chapter 5
Financial Analysis
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
Chapter 6
Risk Management
134
6.1 Risk analysis
situation dissatisfaction which happen in the future and impact or operation weren’t
successful the objective and goal of organization (RMUTLL, 2009). Dots ’n cream
company have divided the analysis into 2 factors, which are internal forces and
External forces both operations financial and administration strategy which may be
Dots ’n cream company has risk that caused by external forces which our
company can’t predict and control. So our company has already planed in order to
prevent the risk that may happened which cause by external factor and also support
the risk that Dots ’n cream company will confront in the future for the risk that will
1. Changing in Technology
shop or company which interested to perform the ice-cream business and also have
other. For Dots ’n cream company is the first ice-cream parlor in Thailand which the
shape of ice-cream have the uniqueness, so we have to use Nitrocream machine which
import from USA in order to produce dots ice-cream. Thus, our company quite not
concern about changing in Technology because our ice-cream maker is the newest
technology in Thailand.
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2. Changing in Customer Need
change all the time because of the Customer Need can change which depend
on their preferred. The customer may prefer the new things or variety ice-
cream flavors. This is direct risk that may affect to our business and also make
Company need to manage the risk in order to cope with changing in customer
demand. Our ice-cream parlor should set up the strategy to support this
problem by planning and preparing the new ice-cream flavors that we will
produce and present to the customer in the future in order to maintain the
3. Economic Condition
The economic problem is a big problem in Thailand. Its affect to the customer
investment in country and foreign country, public spending that reduced because of
lower revenues. So the people must be more carefully in spending its make the
purchase are decrease (Eureka, 2008). This problem are risk that affect to decrease
sales.
From the reasons above, Dots ’n Cream Company need to manage the risk by
setting the strategy appropriately by set up theme service in order to promoting our
ice-cream parlor during the special occasion for increase sales and revenue.
Moreover, Dots ’n Cream Company also provided variety dots ice-cream and topping
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4. Competitive Condition
There are many entrepreneurs in Chiang Rai who interested to perform this
kind of business. Because of Dots ’n cream company is the first ice-cream parlor in
Thailand which the shape of ice-cream is in form of dots, so we have the competitive
advantage when compare with our indirect competitors. However, in the future may
have the competitors who perform the dots ice-cream business same our parlor.
competing with the competitors in the market by looking for the opportunity to create
the differentiation in our products & services, prices, place and promotion.
Internal forces are many causes including as operating risk which executive
can look and control because these risk is under operating of Dots ’n cream company.
1. Human Resources
The risk maybe occurs with employee of Dots ’n cream which every
position can make risks. Dots ’n cream tackle the problem risk that may arise by
receive the employee have the qualification must be completed the secondary school
education, service mind, have skills to work. In the manager the Graduate degree and
have the experience in management of two years, have the personality and leadership
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2. Integrity Risk
If the employee is not the honest and responsibility in their duties, in what has already
been assigned. Then, there is not trust between the employer and employee.
Therefore, Dots ’n cream set the rules, policy to provide our staff to follow so that
• Employee Fraud
Therefore, the employees must do their best and honest work assignments. If there is
• Marketing department
An employee in this department is responsible for promoting the store for the
customers, and the employees need to impress in customer service for customer
satisfaction in our services. But in this department maybe occur employee’s fraud. So,
the employees should be record the information day to day to the accuracy of the
information. It should to do work together as a team to unity and creating high quality
• Accounting department
fraud will often happen easily because the employees in this department maybe fail to
calculate and record accounting, so there is always submit to manager for checking in
every time.
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3. Time management risk
When there are many customers come to store therefore, the employees must
manage the time and must have a higher responsibility. So, these might cause the
• Delivery delays
When there is a delay, the store will get dissatisfaction and lose of trust from
the customer. Sometimes the customer change from our store to the shop of the
Solution: The shop, we provide the various zones to provide the customer for
4. Financial Risk
managing with circumspection because the financial risk can affect to the operations
of our business
Decrease in sale
- If the company’s total sale decreases by 2%, it will affect to our company’s
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Year 2012 sale revenue is 7,784,091 Baht
- If the company sale revenue decreases by 2%, it will affect to our company’s
company’s sales volume, profit and so on. Because of our company haven’t loan from
the bank, so we have not concern about the payback period By the way when the total
sale are decrease by 2%, we should thinking about some strategy that will increasing
the total sale. If we haven’t created some strategy to support the reduction of sales, we
should thinking about the ways to decrease some cost of our operation instead.
- If the company’s total sale decreases by 3%, it will affect to our company’s
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Year 2015 sale revenue is 6,251,020 Baht
- If the company sale revenue decreases by 3%, it will affect to our company’s
company’s sales volume, profit and so on. Because of our company haven’t loan from
the bank, so we have not concern about the payback period on accounting, anyway
when the total sale are decrease by 3% we should thinking about the strategy that
make our company return to normal sale volume. We will use the offensive strategy
- If the company’s total sale decreases by 4%, it will affect to our company’s
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Year 2015 sale revenue is 6,186,576 Baht
- If the company sale revenue decreases by 4%, it will affect to our company’s
company’s sales volume, profit and so on. Because of our company haven’t loans
from the bank, so we have not concern about the payback period on accounting.
However, when the total sale is decrease by 4% we should thinking about the ways to
10,000,000
8,000,000 2011
6,000,000 2012
2013
4,000,000
2014
2,000,000 2015
0
2% 3% 4%
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The statistic of sales decrease will present about the period of business solved
or renew the strategy. Food Empire company will use operated it as followed by the
Dots ’n cream company haven’t loan money from the bank, so we haven’t the
Risk is the opportunity that Dots ’n cream can be get loss income or the
business can’t operate successfully in order to achieve the gold. The risk of our
company can divide to two parts, which are the risk from external factor and internal
factor. The external factor risk is hard to predict and difficult to control such as
Technology risk, economic risk, changing in demand of customer risk and including
competitor risk. In part of internal factor risk is the problem that we need to encounter
within the organization, and it is also the risk that we can control, such as integrity
risk, human resources risk, employee fraud risk, and time management risk. The last
risk is financial risk. If our income is reducing, it means directly effect to our
company’s income. In the same times, if our company expense increase, it also effect
to our company too. In part of interest rate, because of our company haven’t loans
from bank, so we are not concerning about the payback period on accounting.
Therefore, financial risk is very important to our company in order to predict the risk
that will occurred in the future. We should maintain and control cost of our company.
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attract more customers, by increase our company net income our business can
continue to run the business and can be survive from the difficult situation.
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Chapter 7
Summary
145
7.1) Summary of project feasibility study
Ice cream or ice-cream is a frozen dessert usually made from dairy products,
such as milk and cream, and often combined with fruits or other ingredients and
flavors. Most varieties contain sugar, although some are made with other sweeteners.
In some cases, artificial flavorings and colorings are used in addition to (or in
replacement of) the natural ingredients. This mixture is stirred slowly while cooling to
prevent large ice crystals from forming; the result is a smoothly textured ice cream.
chance for our company to conduct a new type of ice-cream business because there’re
so many people who love to consume cold desert such as ice-cream and it can be sold
throughout the year. In addition, while parlors remain open all year round in warmer
weather locations, most parlors are open during warmer months, particularly from
March to November, in colder weather locations, though some do stay open year
round. Parlors vary from having an order-up window with outside seating to an entire
indoor location. In the present, most of ice-cream parlors have provided full-services
toward customers such as internet Hi-Fi, reading corner altogether with newspaper
and magazines, rest rooms, etc. However, we chose Chiang Rai as our first parlor
we have a roughly surveyed the ice-cream market in Chiang Rai and found that most
of the firm who’s conducting this type of business; both local ice-cream shop as well
as branded shop have sold the traditional ice-cream which is the same style and shape.
Because of this reason, our company then has an inspiration to conduct this kind of
business but in a difference shape & style of ice-cream which is dots or other shape of
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In order to make a homemade ice-cream, our company has imported an ice-
cream machine from USA which is Nitrocream because it is a special machine that
can cut an ice-cream into a small pieces or dots and also bought other necessity
equipments such as ladles, pots, balance, fruits churn, cup & bowl, spoon, etc.
Moreover, main ingredients are very important for production process such as milk,
fat, sugar, mineral water, fruits, honey, olive oil, cream, etc. About the core services
of our Ice-cream parlor has included providing variety of theme services according to
special occasion altogether with reading corner and Wi-Fi which will make customers
About the economic climate, the trend of ice-cream parlor has become more
popular in the country because of its products, services and the atmosphere within the
shop which makes customers feel relaxes and comfortable as it was their home. The
ice-cream parlor‘s providing extra services toward customers with non-payment for
high level according to the economic conditions and expanded customer base.
Nowadays the market expansion made customer focused more on various theme
occasions; this is another factor that makes ice-cream business more expands.
services which is very different from other competitors. Therefore, we haven’t had a
competitors instead. Our indirect competitors can be divided into two groups which
are branded ice-cream and local ice-cream. The branded ice-cream is Swensen’s and
Dairy Queen, and the local ice-cream is Huck and Lung Chom ice-cream. Even
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though these businesses are very popular and well-known among Chiang Rai resident,
but we are so sure that our company must be enter to ice-cream market easily because
From sale forecast of Dots ‘n Cream in each year, it can clearly represents that
seasonality and special occasion are the main factors that influenced the total sales for
our company such as on Valentine’s Day, Halloween, and Christmas. During these
period of time, the sales are dramatically increased because customers always want to
experience with variety of theme services, therefore it makes Dots ‘n Cream parlor
increase in growth rate rapidly and increasing of trend of the total sales in every year.
148
Appendix
149
Nature of Ice-cream (More)
The meaning of the term ice cream varies from one country to another. Terms like
frozen custard, frozen yogurt, sorbet, gelato and others are used to distinguish
different varieties and styles. In some countries, like the USA, the term ice cream
applies only to a specific variety, and their governments regulate the commercial use
of all these terms based on quantities of ingredients.[1] In others, like Italy and
Argentina, one word is used for all the variants. Alternatives made from soy milk, rice
milk, and goat milk are available for those who are lactose intolerant or have an
allergy to dairy protein, or in the case of soy and rice milk, for those who want to
avoid animal products.
http://en.wikipedia.org/wiki/Ice_cream
150
History
Ancient civilizations have served ice for cold foods for thousands of years. The BBC
reports that a frozen mixture of milk and rice was used in China around 200 BC.[3]
The Roman Emperor Nero (37–68) had ice brought from the mountains and combined
with fruit toppings. These were some early chilled delicacies.[4]
Arabs were the first to use milk as a major ingredient in its production, sweeten the
ice cream with sugar rather than fruit juices, as well as perfect ways for its
commercial production. As early as the 10th century, ice cream was widespread
amongst many of the Arab world's major cities, such as Baghdad, Damascus and
Cairo. Their version of ice cream was produced from milk or cream and often some
yoghurt similar to Ancient Greek recipes, flavoured with rosewater as well as dried
fruits and nuts. It is believed that this was based on older Ancient Arab,
Mesopotamian, Greek or Roman recipes, which were probably the first and precursors
to Persian faloodeh.
In 62 AD, the Roman emperor Nero sent slaves to the Apennine mountains to collect
snow to be flavoured with honey and nuts.[5]
151
Maguelonne Toussaint-Samat asserts in her History of Food, "the Chinese may be
credited with inventing a device to make sorbets and ice cream. They poured a
mixture of snow and saltpetre over the exteriors of containers filled with syrup, for, in
the same way as salt raises the boiling-point of water, it lowers the freezing-point to
below zero."[6][7] (Toussaint does not provide historical documentation for this.) Some
distorted accounts claim that in the age of Emperor Yingzong, Song Dynasty (960-
1279) of China, a poem named "詠冰酪" (literally Ode to the ice cheese) was written
by the poet Yang Wanli. Actually, this poem was named "詠酥” (literally Ode to the
pastry, 酥 is a kind of food like pastry in the western world) and has nothing to do
with ice cream.[8] It has also been claimed that, in the Yuan Dynasty, Kublai Khan
enjoyed ice cream and kept it a royal secret until Marco Polo visited China and took
the technique of making ice cream to Italy. Others[who?] have argued that the Chinese
didn't drink milk during that period, whereas the Italians had arguably been making
something resembling ice cream before Marco Polo returned to Italy. In any case, no
known ice cream recipes appear to stem from ancient Chinese sources.
The first recipe for flavoured ices in French appears in 1674, in Nicholas Lemery’s
Recueil de curiositéz rares et nouvelles de plus admirables effets de la nature.[10]
Recipes for sorbetti saw publication in the 1694 edition of Antonio Latini's Lo Scalco
152
alla Moderna (The Modern Steward).[10] Recipes for flavoured ices begin to appear in
François Massialot's Nouvelle Instruction pour les Confitures, les Liqueurs, et les
Fruits starting with the 1692 edition. Massialot's recipes result in a coarse, pebbly
texture. Latini claims that the results of his recipes should have the fine consistency of
sugar and snow.[10]
Ice cream recipes first appear in 18th century England and America. A recipe for ice
cream was published in Mrs. Mary Eales's Receipts in London 1718.[12]
To ice CREAM. Take Tin Ice-Pots, fill them with any Sort of Cream you like, either
plain or sweeten'd, or Fruit in it; shut your Pots very close; to six Pots you must allow
eighteen or twenty Pound of Ice, breaking the Ice very small; there will be some great
Pieces, which lay at the Bottom and Top: You must have a Pail, and lay some Straw
at the Bottom; then lay in your Ice, and put in amongst it a Pound of Bay-Salt; set in
your Pots of Cream, and lay Ice and Salt between every Pot, that they may not touch;
but the Ice must lie round them on every Side; lay a good deal of Ice on the Top,
cover the Pail with Straw, set it in a Cellar where no Sun or Light comes, it will be
froze in four Hours, but it may stand longer; than take it out just as you use it; hold it
in your Hand and it will slip out. When you wou'd freeze any Sort of Fruit, either
Cherries, Raspberries, Currants, or Strawberries, fill your Tin-Pots with the Fruit, but
as hollow as you can; put to them Lemmonade, made with Spring-Water and
Lemmon-Juice sweeten'd; put enough in the Pots to make the Fruit hang together, and
put them in Ice as you do Cream.
The earliest reference to ice cream given by the Oxford English Dictionary is from
1744, reprinted in a magazine in 1877. 1744 in Pennsylvania Mag. Hist. & Biogr.
(1877) I. 126 Among the rarities..was some fine ice cream, which, with the
strawberries and milk, eat most deliciously.[13]
The 1751 edition of The Art of Cookery made Plain and Easy by Hannah Glasse
features a recipe for ice cream. OED gives her recipe: H. GLASSE Art of Cookery (ed.
153
4) 333 (heading) To make Ice Cream..set it [sc. the cream] into the larger Bason. Fill
it with Ice, and a Handful of Salt.[13]
1768 saw the publication of L'Art de Bien Faire les Glaces d'Office by M. Emy, a
cookbook devoted entirely to recipes for flavoured ices and ice cream.[10]
Ice cream was introduced to the United States by Quaker colonists who brought their
ice cream recipes with them. Confectioners sold ice cream at their shops in New York
and other cities during the colonial era. Ben Franklin, George Washington, and
Thomas Jefferson were known to have regularly eaten and served ice cream. First
Lady Dolley Madison is also closely associated with the early history of ice cream in
the United States. One respected history of ice cream states that, as the wife of U.S.
President James Madison, she served ice cream at her husband's Inaugural Ball in
1813.
Around 1832, Augustus Jackson, an African American confectioner, not only created
multiple ice cream recipes, but he also invented a superior technique to manufacture
ice cream.[14]
In 1843, Nancy Johnson of Philadelphia was issued the first U.S. patent for a small-
scale handcranked ice cream freezer. The invention of the ice cream soda gave
Americans a new treat, adding to ice cream's popularity. This cold treat was probably
invented by Robert Green in 1874, although there is no conclusive evidence to prove
his claim.
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ice cream cone and banana split became popular in the early 20th century. Several
food vendors claimed to have invented the ice cream cone at the 1904 World's Fair in
St. Louis, MO.[15] Europeans were eating cones long before 1904.[16][17]
In the UK, ice cream remained an expensive and rare treat, until large quantities of ice
began to be imported from Norway and the US in the mid Victorian era. A Swiss-
Italian businessman, Carlo Gatti, opened the first ice cream stall outside Charing
Cross station in 1851, selling scoops of ice cream in shells for one penny.[18]
Ice cream became popular throughout the world in the second half of the 20th century
after cheap refrigeration became common. There was an explosion of ice cream stores
and of flavours and types. Vendors often competed on the basis of variety. Howard
Johnson's restaurants advertised "a world of 28 flavours." Baskin-Robbins made its 31
flavours ("one for every day of the month") the cornerstone of its marketing strategy.
The company now boasts that it has developed over 1000 varieties.
One important development in the 20th century was the introduction of soft ice cream.
A chemical research team in Britain (of which a young Margaret Thatcher was a
member)[19][20] discovered a method of doubling the amount of air in ice cream, which
allowed manufacturers to use less of the actual ingredients, thereby reducing costs. It
made possible the soft ice cream machine in which a cone is filled beneath a spigot on
order. In the United States, Dairy Queen, Carvel, and Tastee-Freez pioneered in
establishing chains of soft-serve ice cream outlets.
Technological innovations such as these have introduced various food additives into
ice cream, notably the stabilizing agent gluten,[21] to which some people have an
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intolerance. Recent awareness of this issue has prompted a number of manufacturers
to start producing gluten-free ice cream.[22]
The 1980s saw a return of the older, thicker ice creams being sold as "premium" and
"superpremium" varieties under brands such as Ben & Jerry's and Häagen-Dazs.
Production
Ice cream was made by hand in a large bowl placed inside a tub filled with ice and
salt. This was called the pot-freezer method. French confectioners refined the pot-
freezer method, making ice cream in a sorbetière (a covered pail with a handle
attached to the lid). In the pot-freezer method, the temperature of the ingredients is
reduced by the mixture of crushed ice and salt. The salt water is cooled by the ice, and
the action of the salt on the ice causes it to (partially) melt, absorbing latent heat and
bringing the mixture below the freezing point of pure water. The immersed container
can also make better thermal contact with the salty water and ice mixture than it could
with ice alone.
The hand-cranked churn, which also uses ice and salt for cooling, replaced the pot-
freezer method. The exact origin of the hand-cranked freezer is unknown, but the first
U.S. patent for one was #3254 issued to Nancy Johnson on September 9, 1843. The
hand-cranked churn produced smoother ice cream than the pot freezer and did it
quicker. Many inventors patented improvements on Johnson's design.
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In Europe and early America, ice cream was made and sold by small businesses,
mostly confectioners and caterers. Jacob Fussell of Baltimore, Maryland was the first
to manufacture ice cream on a large scale. Fussell bought fresh dairy products from
farmers in York County, Pennsylvania, and sold them in Baltimore. An unstable
demand for his dairy products often left him with a surplus of cream, which he made
into ice cream. He built his first ice-cream factory in Seven Valleys, Pennsylvania, in
1851. Two years later, he moved his factory to Baltimore. Later, he opened factories
in several other cities and taught the business to others, who operated their own
plants. Mass production reduced the cost of ice cream and added to its popularity.
The most common method for producing ice cream at home is to use an ice cream
maker, in modern times generally an electrical device that churns the ice cream
mixture while cooled inside a household freezer, or using a solution of pre-frozen salt
and water, which gradually melts while the ice cream freezes. Some more expensive
models have an inbuilt freezing element. A newer method of making home-made ice
cream is to add liquid nitrogen to the mixture while stirring it using a spoon or
spatula. Some ice cream recipes call for making a custard, folding in whipped cream,
and immediately freezing the mixture.
Commercial delivery
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refrigerated vans or carts (commonly referred to in the US as "ice cream trucks"),
sometimes equipped with speakers playing children's music. Traditionally, ice cream
vans in the United Kingdom make a music box noise rather than actual music.
Ice-cream cone
Reliable evidence proves that ice cream cones were served in the 19th century, and
their popularity increased greatly during the St. Louis World's Fair in 1904.
According to legend, at the World's Fair an ice cream seller had run out of the
cardboard dishes used to put ice cream scoops in, so they could not sell any more
produce. Next door to the ice cream booth was a Syrian waffle booth, unsuccessful
due to intense heat; the waffle maker offered to make cones by rolling up his waffles
and the new product sold well, and was widely copied by other vendors.
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column of white condensed water vapor cloud, reminiscent of popular depictions of
witches' cauldrons. The ice cream, dangerous to eat while still "steaming," is allowed
to rest until the liquid nitrogen is completely vaporised. Sometimes ice cream is
frozen to the sides of the container, and must be allowed to thaw
Making ice cream with liquid nitrogen has advantages over conventional freezing.
Due to the rapid freezing, the crystal grains are smaller, giving the ice cream a
creamier texture, and allowing one to get the same texture by using less milkfat. Such
ice crystals will grow very quickly via the processes of recrystallization thus obviating
the original benefits unless steps are taken to inhibit ice crystal growth.
http://en.wikipedia.org/wiki/Ice_cream
NitroCream LLC, was started with a dream, and a passion. We have since, put
forth thousands of hours developing the worlds finest and most bad-ass liquid
nitrogen ice cream machine anywhere.
• Small, light weight and portable. The G5 is under 20" wide and weighs less
than 70 lbs.
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• Produces the highest quality product. The G5 makes each ice cream and
gelato fresh in seconds with a texture and consistency unmatched by any
other!
• It needed to be cool, stylish, fun and exciting. We built you the G5!
• Never again will you have old, frosted over or gooey ice cream to deal with.
• Never again will you have to defrost or clean another display case. (More free
time, less labor and perhaps even more retail space)
• Never again will you have to guess on which flavors to make. (You can make
any flavor, any time)
• Eliminate the local price wars. (Ice cream and gelato made fresh, the way
your customers want, with a show)
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Be amazed at how people remember you, tell their friends, and establish you as the
go-to-expert in your field.
Watch your competition squirm with fear over this one simple machine.
Watch how ecstatic your customers get receiving an ice cream or gelato made fresh,
just the way they want, right before their eyes. Something the competition can't do.
Test any new flavor concept in just 1-3 minutes and make just a 6 oz. serving or a
quart.
As you know, you can easily spend tens of thousands of dollars on traditional ice
cream and gelato equipment, only to be left struggling against your competition with
the same thing. We listened to your wants, needs, and desires, and with our Patented
Process, many hours of engineering, we've done the work for you. Now you can be
the star of the show and separate yourself from the competition once and for all.
http://www.nitrocream.com/
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