Ice cream trucks are a well known sight in neighborhoods, and have been around for quite some time. One ice cream truck aims to innovate in this traditional space, via text messaging and a low carbon footprint.
Ice cream trucks are a well known sight in neighborhoods, and have been around for quite some time. One ice cream truck aims to innovate in this traditional space, via text messaging and a low carbon footprint.
Scream Truck is a New Jersey based food truck which sends out text messages to customers when it is coming to their neighborhood. In addition, it partnered with Joule Case to transform its fleet of trucks from gas power to battery power, thus reducing emissions.
To learn more about this truck, Food Truck Operator spoke with Eric Murphy, CEO of Scream Truck, and Justin LeVrier, VP of sales for Joule Case.
Q. Can you give me a little background on your ice cream truck?
Murphy. Scream Truck is a New Jersey-based food tech company that is revolutionizing the old school ice cream truck model. I started the business in January of 2020. We operate year-round, but peak season is from March through September. Unlike traditional ice cream trucks that roam neighborhoods looking for customers, Scream Truck alerts customers via text when we’ll be in their neighborhood. Customers can then reserve a stop at their house! Everyone pre-orders and pre-pays for their ice cream and the truck is efficiently routed through the select neighborhoods to fulfill each reservation.
We currently have 65,000 households signed up for our reserved routes, and very strong social media engagement with over 24,000 Instagram followers. We have 13 trucks (adding a 14th truck by end of the year) and are starting to offer franchise opportunities. Our revenue has doubled year over year and we’re projecting just over $3 million in revenue for 2023.
Q. What sort of flavors/desserts do you offer?
Murphy. We offer premium soft-serve ice cream with a variety of awesome toppings and Ghirardelli sauces. We also offer shakes and swirls along with non-dairy ice cream and all natural, fresh fruit pops. Our menu also features seasonal and limited-edition treats!
Q. Can you talk a little bit about your text delivery service?
Murphy. Customers sign up on our website to receive text alerts when a truck will be in their neighborhood (within a 1-hour window). They simply reply « Y » (for yes) to reserve a stop at their house or business. Our software continues to text customers until all routes are full (around 10-12 stops), then dynamically optimizes the routes as more customers reserve a stop. Additionally, customers can easily reserve the truck for a block of time online for private events and parties.
Q. How did Joule help you to transition from a gas generator to a more environmentally friendly one?
Murphy. We were in the market for a while and talked directly or indirectly to some of the biggest names out there, including Panasonic. None were capable of providing what we were looking for to transition from high maintenance diesel gas generators to electric generators. Then we met Joule Case. They were confident that they could make it work, and they have definitely delivered!
Q. How do you see this as being a cost saver over time?
Murphy. It is definitely an investment, but it was clear to us that it would pay off just with the challenges we were having with our diesel gas generators. We had one break down last summer, and it took multiple days to get it fixed. The cost of gas and maintenance is one thing, but when a repair knocks you out for multiple days, that is a significant hit. As we build out a fleet, we expect to save millions of dollars. We basically recoup the cost of converting in about one year.
Q. What sort of batteries do you provide?
LeVrier. Joule Case provides battery systems that are customized to the needs of the food truck, which can vary considerably depending on the type of equipment they need to operate. Keeping ice cream cold or helping lattes get hot requires more power than other uses, for example. HVAC systems are another big electricity draw, so that can vary by geography. All of our systems include batteries, inverters and are modular overall which is another differentiator from gas generators. That provides even more reliability if something happened, whereas a gas generator would be down until you find someone to repair it, which takes even more time these days.
Q. How are they more environmentally friendly?
LeVrier. You remove carbon emissions entirely from the mix, which is a huge benefit to the operator who isn’t next to something generating fumes all day. It’s a better customer experience and, as you see being raised with potential legislation in New York City, you’re also polluting in the communities where you operate with a gas generator. It also reduces the sound pollution dramatically, another huge benefit for all. Energy sources to replenish the battery can be connected to solar or to a wall plug; it ultimately depends on preference and availability. There has been more talk about thermal inequality from organizations like the UCLA’s Heat Lab, meaning that curbside vendors are more exposed to heat waves. So we are not only removing a source of noise and pollution, but heat as well. When you reduce that heat and replace it with functional air conditioning in hotter months, you’re minimizing a lot of pollution and inefficiency while improving the working environment considerably.
Q. How do you help food trucks transition to green energy without breaking the bank?
LeVrier. Battery systems are definitely an investment. Fortunately, we are up to speed on all federal grants and other initiatives to help reduce the cost for our curbside entrepreneurs. One specific aspect of the Inflation Reduction Act is that all of our systems now qualify for a 30% energy storage tax credit. Ultimately it doesn’t take long for the investment to pay off in all the ways I mentioned above for health, customer experience and the ability to stay operational. Replacing the costs associated with gas aren’t just filling the tank, which does add up quickly. Because of the moving parts involved, gas generators are more prone to breaking down. So add the cost of repairs and losses associated with that downtime. There’s also considerable value with making costs more predictable than the volatile pricing of gas. Scream Truck has one of our largest systems and they expect ROI to be under a year and to save millions with their fleet over a number of years. So there is an upfront cost but the systems gives back in a variety of ways and is a net positive in a fairly short period of time.
Bradley Cooper is the editor of ATM Marketplace and was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.
