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Previously an iconic part of summer evenings in America, the ice cream truck has largely vanished—overwhelmed by evolving preferences, stricter rules, and the surge in food delivery platforms.
Currently, a new startup based in New Jersey is bringing back this custom with a modern touch—enabling customers to request sugary delights anytime through text messages.
The Scream Truck manages 17 vehicles throughout certain areas of the state, notifying enthusiasts when they are in proximity and enabling them to secure a spot just by sending a quick 'Y.'
It's quite different from the classic trucks that were a cherished part of American neighborhood scenes from the 1950s to the early 1990s.
The firm is ambitiously planning a national expansion with an objective to deploy around 1,000 trucks over the next half-decade.
Every truck replaces traditional jingles with real music, features vivid LED displays, and offers seasonal sundaes, milkshakes, and cones—many of which were created by the company’s founder and CEO, Eric Murphy. , who refers to it as "a really enjoyable aspect of the work."
'Murphy stated that their business strategy revolves around spontaneous purchases, involving texts to customers whenever Scream Truck plans to stop by their area.'
' Customers can easily confirm a pickup at home just by replying with Y (yes!). Can anyone refuse an SMS about ice cream?'
In 2020, Murphy started the company following the sale of his earlier businesses to Condé Nast in 2017. Despite having minimal expertise in ice cream, he leveraged his extensive history in experiential marketing to develop an innovative concept.
He stated, 'Having spent three decades in experiential marketing and entertainment, I have always envisioned launching an entirely new type of food delivery experience.'
'Delivery services for food have grown into a giant industry (particularly since the pandemic began), yet it remains quite an unpleasant experience.'
It was then that he opted to launch a food truck with an innovative approach, offering goodies to customers through text message orders.
The technology driving the Scream Truck experience operates on IMPLSE, a specialized logistics system created internally by the company.
'The Scream Truck, along with our customer experience and logistics software, are laying the groundwork for an extensive project aimed at bringing unexpected and joyful food and drink experiences directly to peoples’ doors,' he said.
Nevertheless, the firm is producing exclusive items via collaborations with partners to craft unique goodies, and has additionally launched its inaugural pizza truck venture.
"We are focusing on high-end brands that aren’t widely distributed, such as Pat LaFrieda, LevainCookies, and confections crafted by renowned chefs across the nation," Murphy disclosed.
In the past half-decade, over 100,000 people have registered for notifications.
It concluded the year 2024 with almost $4 million in income, marking a 25 percent growth compared to its revenues in 2023.
As its fame rises, Scream Truck is now taking a step back to enhance its technological capabilities and ready itself for a national rollout.
"We have recently sealed our agreement with Las Vegas, which means they will debut their initial truck before the end of summer. Over the coming 18 months, we aim to roll out between 10 to 15 additional vehicles. This city represents an ideal opportunity for Scream Truck," Murphy stated.
The enterprise will similarly expand into the tri-state region encompassing Long Island and Florida.
Scream Truck also aims to expand its operations into major hospitality and entertainment hubs such as Los Angeles, Austin, Nashville, Miami, and Denver.
Despite the company’s success, the CEO announced that they won’t be adding any new owned and operated trucks to their present routes.
Scream Truck anticipates only moderate income expansion for this year but predicts substantial boosts in sales beginning in 2026.
In addition to expansions, Scream Truck offered a preview of the promotions it intends to introduce this year.
Murphy disclosed that the company is pursuing a collaboration with a major slasher film series for Halloween and plans to reintroduce its popular 'Santa Social' event this winter.
Among the features of its Santa-themed special are seasonal tunes, a festive meal selection, and hot cocoa.
Additional promotions and deals will be announced at future times on Scream Truck's Instagram and Facebook pages.
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