Based in Los Angeles, California, Coolhaus is a super premium brand ice cream founded in 2009 by Natasha Case and Freya Estreller on the principle of using food to spark an interest in architecture. Coolhaus is built on the concept of Farchitecture (Architectural Food) and becomes an artisanal ice cream brand, with a mission statement to "strive to push the boundaries of traditional desserts by creating unique, sweet-meet-tasty flavors you can not find anywhere else".
Coolhaus ice cream is made with a 20% overrun compared to the industry standard of 50% for super premium ice cream, giving it a more creamy, smoother and richer taste. In the People and Things Mag interview, Case explained that Coolhaus products are "natural, handmade and organic whenever possible." Coolhaus uses hormone-free milk, real California Milk, and fair trade brown. Coolhaus supports responsible sources by using seasonal materials to maximize flavors and engage customers with seasonal themed marketing campaigns. Coolhaus is also a certified woman-owned business.
Starting September 2017, Coolhaus distributes at more than 6,000 grocery stores ranging from Whole Foods Market to Safeway stores with 24 SKUs including handmade ice cream sandwiches, pinte and chocolate bars. Coolhaus also operates food trucks in Los Angeles, New York City and Dallas, and two scoop shops in the Greater Los Angeles area (flagship stores in Culver City and kiosks at Indiana Colony in Old Town Pasadena).
In an interview Magazine Inc. by Laurel Mintz, founder and CEO of Elevate My Brand, Case explains how Coolhaus plans to become a "signature signature ice cream brand". Coolhaus and his entrepreneurial story have received coverage from CNN Money, CNBC and USA Today. With inventive flavors like Milkshake and Fries and Street Cart Churro Dough, InStyle calls Coolhaus "the ice cream brand for every wish".
Video Coolhaus
History
While studying architecture at UC Berkeley and later at graduate school at UCLA, Natasha Case co-founder explored a concept called " Farchitecture ", or Food Architecture. After graduation, he worked as a Disney Imagineer and continued to play with Farchitecture as a hobby - he made cookies and ice cream, and named the combination after the architect. The case meets with business partner Freya Estreller through friends, who tell them they have the same "brain type". Estreller liked the idea of ​​an ice cream sandwich with an architectural theme and together they turned the "art project" into a business. After studying finances at Cornell and working in real estate development, Estreller is very helpful in financial modeling and business operations.
Coolhaus was founded in April 2009 on the principle of using Farchitecture to "bring architecture to people". By playing with Coolhaus's name after architects and architectural movements, Case hopes to inspire people to talk and learn more about architecture. "We consider ourselves a marketing company for architects," Case told Architect Magazine. Taste like "Mintimalism", "Frank Behry", and "Norman Bananas Foster" reward the Minimalist architecture movement and architects Frank Gehry and Norman Foster. The company name, Coolhaus, itself is a triple entender, playing from:
1. Bauhaus, an influential modernist design movement in the 1920s and 30s.
2. Rem Koolhaas, a famous Dutch architect and theoretician. 3. "Cool house," or what you eat when you bite an ice cream sandwich... right?
"There must be a sandwich architecture," Case told NPR. The bottom cookie is the foundation and should be flexible enough not to crumble, and the top cookies should be soft enough not to push ice cream when bitten. Case expressed his desire to use the Farchitecture concept to "bring architectural knowledge to the masses" and demonstrate his interest in design by creating marketing and packing materials for Coolhaus products.
The company's founders launched the company with an initial $ 10,000 investment: they bought a 20-year-old van from Craigslist, turned it into a food truck, and used it to sell ice cream sandwiches at the popular Coachella Valley Music and Art Festival.. Although the truck has a broken machine - it has to be pulled to the festival and back - exposure to a 160,000 audience makes a successful outing. Coolhaus later became viral with Twitter followers and questions from the Los Angeles Times and other media. Case left his job at Disney within a month and a half and was fully committed to Coolhaus.
After Coachella, Coolhaus fixes his silver truck and gum and continues to grow. Like Kogi Korean BBQ and other new-wave food trucks entering the site, Coolhaus "reinvention" of ice cream trucks is very trendy and smart on social media, using Twitter to broadcast locations and engage customers. Coolhaus added trucks in Austin, Texas, in 2010 and New York City in 2011, and opened its first store in Culver City, California, in 2011. By 2012, Coolhaus' fleet of ten trucks and one food cart has expanded to Miami , Florida, and Fast Company describes Coolhaus as "the first gourmet branded truck with a national reach".
Since then, Coolhaus has rapidly expanded its product range and distribution channels, with an increased focus on retail distribution of packaged goods. In an interview with Entrepreneurs, Case explained that retail distribution allows Coolhaus to reach as many consumers as possible, and gives the company a scalable business model in which "You grow revenue remarkably without having to increase overhead." Coolhaus went from 3 retail stores to Whole Foods partners in spring 2011 carrying 4 SKUs, to over 2,000 in June 2014 and 2,500 in September 2014, carrying 24 SKUs by December 2017. According to Case, Coolhaus stands apart from its competitors "because we approach tri -fold on the market: trucks, bricks and mortar AND wholesale distribution I have yet to see diversified trucks like with [ sic ] having channels in grocery stores, cinemas, stadiums, and retailer modes. "Estreller estimates that more than a million coolhaus sammies are consumed in 2013 and projected nearly $ 6 million in revenues for 2014.
Forbes Magazine named Case to "30 Under 30" for Food & amp; Wine, list of "brightest stars under the age of 30", in 2012. That same year, Zagat restaurant surveyors also recognize Case on the "30 Under 30" list of "rising stars" in the New York City food scene. Co-founder with Case and Estreller engaged in 2011, married in 2012, and made a list of Zagat Valentine's Day from "10 Great Culinary Culinary Exceptions LA" in 2014.
Maps Coolhaus
Reception
Coolhaus and his entrepreneurial story have received coverage from Good Morning America Forbes , Entrepreneur , and other national media outlets. With inventive flavors like Fried Chicken & amp; Waffle and Caramel Goat Milk Rosemary,
Coolhaus has received widespread attention in newspapers, magazines, television, and social media. Vogue Road Food critic Jeffrey Steingarten states that Coolhaus "... produces and sells the best ice cream sandwich in culinary history". Every Day with Rachael Ray did a taste test on frozen chocolate desserts, and chose Coolhaus' IM Pei-Nut Butter (named after I.Ã, M. Pei) as Best Sandwich. Coolhaus has gained recognition in Zagat's various features, and ranks second in Zagat 2012 editors ranking of 8 Best Food Trucks in New York.
The ABC Good Morning America television show posted Coolhaus recipes on its website and worked with the company to create its own, exclusive ice cream flavor, selected by the audience. Coolhaus also got the attention of Martha Stewart Living Omnimedia, who hosted the founders of Case and Estreller on Everyday Food, and selected the couple as finalists for the award of Martha Stewart 2014 American Made. The Food Network shows Kid in a Candy Store also follows the behind-the-scenes Case to show Balsamic Fig & amp; Mascarpone ice cream is in the making.
Coolhaus's public recognition can be attributed in part to his active participation in social media to engage his customers and grow followers. Case explained to Entrepreneur that Instagram is very helpful to "sell people with beautiful pictures of well-prepared food," while Facebook is a great way to tackle loyal fans' clubhouse. The company's national and local Twitter accounts are used to attract customers to the location of the Coolhaus food truck and remind them for a special taste of the day. The company also post videos to its official YouTube channel, and engages customers at Pinterest and Tumblr with product, event, and architecture photos.
Celebrities like Justin Bieber, Zooey Deschanel, Brad Pitt, Angelina Jolie, and Johnny Depp have asked Coolhaus to hold an event and have followed the company on social media.
Distribution
In April 2014, Coolhaus runs two storefronts of Los Angeles area in Old Town Pasadena and Culver City Arts District, and operates a fleet of eleven ice cream and wagon trucks in Southern California, New York City and Dallas.
Prepackaged Coolhaus ice cream sammies, ice cream pints and ice cream are sold in over 2,500 retail stores and gourmet markets in over 45 countries, including Whole Foods, Gelson's Markets, Sprouts Farmers Market, Earth Fare, Fairway Market, Safeway, Publix and Wegman. Coolhaus ice cream sandwiches are also available on dessert menu at all Umami Burger restaurants in California, and packaging products are sold at selected Urban Outfitters and Quiksilver stores.
Customers may also order Coolhaus products and services online, directly from Coolhaus's official website or through third party websites such as FreshDirect and Goldbely, which allow customized booking of sammies. Coolhaus sends out frozen desserts by FedEx last night, packed in an isolated shipping box with dry ice.
Cooling Ice Cream Book
Founder Coolhaus wrote the Coolhaus Ice Cream Book with the help of Kathleen Squires, an established food writer. Published by Houghton Mifflin Harcourt in May 2014, this presents an easy recipe for creating Coolhaus desserts at home, as well as corporate stories and biographies of renowned architects that inspire multiple creations.
While reviewing this book, the recipe editor for The Kitchn writes:
These women have reached the sweet point of the smart, odd, and crave ice cream that is, yes, is M.O for most artisan ice cream makers today), but it's also pretty easy to make. You will not spend hours baking cakes just to then destroy them... No, most of these recipes involve only a couple of smart combinations that sense the mate for a surprising creation.
This book covers chapters for ice cream, gelatin, sorbet, cakes, toppings, and shakes. Ice cream recipes include Chocolate Orange Cointreau, Whiskey Lucky Charms, and Vegan Horchata.
See also
- List of frozen food brands
References
External links
- Official website
- Coolhaus YouTube Channel, eatcoolhaus: Showcases videos on how to create Coolhaus ice cream, as well as the Food Network segment at the beginning of the Coolhaus
Source of the article : Wikipedia
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