Michael PalmerCEO of McConnell's Fine Ice Creamsis on a mission to revitalize a legacy brand without losing its cool factor.

The ice cream brand has been around since 1949, but Palmer took it over in 2012 and knew he had to tread carefully while respecting the brand's deeply loyal following as he ushered McConnell's into a new era.

“One of the most successful things we did over the first three, four, five years is to make the current customer base—which wasn't huge but very dedicated—think we didn't do anything at all,” Palmer tells Shawn Walchef for Cali BBQ Media.

This approach allowed the team to make vital changes without alienating McConnell's Ice Cream fanatics as the company transformed the scenes. One of her new approaches included a charity collaboration with fellow Santa Barbarian Katy Perry on Baby You're a Firework Blue Raspberry Ice Cream.

“McConnell's was a great product, but it was older,” says Palmer. “It was very inconsistent…freezers needed updating, equipment needed updating, some of the recipes needed updating.”

The challenge was to modernize the company's operations and product offerings while maintaining the essence that made McConnell's a beloved brand for decades.

As McConnell's kicked off its 75th anniversary, the company introduced retro-inspired flavors that paid homage to the past while adding a new twist. This rebranding wasn't just for nostalgia, but to stand out in an increasingly crowded market.

Palmer's strategic vision for McConnell's has always been simple, a philosophy he says is the brand's strength and challenge. “Simple is the hardest thing we do,” he says. “We're very simple about the ingredients… it's much harder to make products like ours with three ingredients.”

This commitment to simplicity extends to the brand's minimalist packaging, which features its white tongs embellished with charcoal and red notes—a design that Palmer insists was extremely difficult to achieve.

Authentic storytelling on social media

In a world of fierce competition, McConnell's Fine Ice Creams has had to rely on more than just the quality of its product to stand out. Palmer believes that effective branding and storytelling are essential, especially in a social media landscape dominated by noise.

“Social media is starting to be about how loud you are,” Palmer says, but he questions whether volume is the answer. “Maybe the key is to be more relaxed…and just tell your story or story better than (the competition).”

Under Palmer's leadership, McConnell's has focused on telling its story of authenticity and craftsmanship, using social media to share its unique narrative rather than compete in the volume game.

“We tell what makes our story unique and different … and then we tell it again and again,” says Palmer.

Looking forward, the brand remains committed to staying true to McConnell's roots while embracing opportunities for growth, including exploring potential collaborations.

As the company continues to evolve, Palmer's vision is clear: Stay authentic, tell the story and deliver the highest quality ice cream possible. With these guiding principles, McConnell's Fine Ice Creams continues to thrive, proving that the simplest approach is sometimes the most powerful.

Around Restaurant influencers

Restaurant influencers brought to you by Toast, the powerful restaurant POS and management system that helps restaurants improve operations, increase sales and create a better guest experience.

Toast – Empowering successful restaurants. Learn more about toast.