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Neil Hershman, who was looking for something else from an unfulfilled financial career – something that he could build with his own hands. This search led him to 16 handles, a Froyo brand based in New York, which he visited as a customer.
Astrophysics degree in one hand, Finance CV in the other, Hershman found his franchise behind the counter of his first 16 handles, the sleeves rolled the shop open to nearby.
What started as a side project quickly turned to something bigger. “Open and close, every single shift that I worked,” says Hershman. “I was able to drive the business ahead [and] Bring additional income to such an extent that the win was so great that I decided to leave all other projects and only concentrate on 16 handles. “
At a time when other entrepreneurs retired, Hershman expanded. During the Covid-19, he began to build new shops all over New York City when the retail rents were cheap and the competitors. “Instead of being afraid, I was the one who came in and built,” he says.
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Soon he didn't just ran places. He led the entire company.
Since he acquired the brand of founder Solomon Choi in 2022, Hershman has led a nationwide expansion of the Froyo chain from 30 to 150 locations. His unexpected journey from the customer to the franchisee to the CEO gives him a unique advantage on today's overcrowded dessert market.
Hershman is behind some of the wildest flavors of the brand and ranges from Harry Potter references to “French fry fry frozen yoghurt” (a piece on McDonalds often broken ice cream machines). “I'm part of the customer base,” he says. “My family, my friends, everyone is part of the customer base. So they are just ideas that we have.”
The results speak for themselves. “Our sales growth was phenomenal, as when the start of French fry or the Squid Games-inspired taste or the butter beer from Harry Potter,” he says. “Our sales have risen by 30-40% in the week that we have launched compared to previous years. So it really makes a difference.”
However, building a flourishing brand requires more than taste. It requires trust, consistency and loyalty – not only from customers, but from the team. Therefore, the first person who hired Hersman was Lisa Mallon to be with her husband with her husband for 13 years.
“Who knows the brand better and believes more in the brand than in people who were successful with the brand?” Hershman says. “Someone who is open in a shop for 13 years to close and know customer interactions and [what] Customers want to make the best bang for their money in this shop. “
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This strategy helps the brand to remain consistent, namely the Callouts that Hershman estimates the most in customer reviews.
“In the past, we had a girl who ordered every day, and it would always come through the same time to the point where she heard the printing pressure at that time, we knew that it was your order and what to do,” he says.
One day she left a five-star review with a picture of her froyo on her coffee table. “Love this place, great chocolate,” she wrote.
For Hershman, these few words were a source of encouragement. “Although it feels monotonous that we pack the same order every day, there is someone at the other end who is looking forward to opening this bag all day,” he says.
Hershman emphasized how important it is to make the reviews aware of, whether positive or critical.
“[Loyal customers] Know what you can look best about, “he says.
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Hershman and his team keep an eye on review platforms such as Yelp to refine the company and create trust, while not every criticism is a call to act.
For example, one of the challenges that Hersman identified is not to get the experience of a customer's experience on the basis of their review. “You only get the edges, so it makes it a little difficult to use these reviews as long -term decision -makers,” he says.
Nevertheless, critical reviews can provide clarity, and good reviews can build credibility. Both are the opportunity to grow as a company.
Hershman's story is about seeing potential in which other plateau see and really make special moments for customers who keep returning for consistent experience.
After Hersman's advice to entrepreneurs is simple but powerful:
- Obsession about the customer experience. From basic foods to add-on services, everything can be improved to build trust and cultivate repeated businesses.
- Build customer loyalty at every turn. By reading and reacting to customer feedback, customers can know that their voices are heard.
- Innovative with purpose. Not every business idea will see the light of the day, but if you focus on constant improvements, your company remains competitive.
- See your business with a customer's eyes. If you spend time at the forefront, you can give a new perspective on what works and what needs to be improved.
Listen to the episode to hear directly from Neil Hershman, and subscribe to the review of new business owners and reviewers every Tuesday.
Editorial contributions by Jiah Choe and Kristi Lindahl