Handel’s Homemade Ice Cream, an 80-year-old brand founded in 1945 by Alice Handel, is entering a new phase of growth under the leadership of CEO Jennifer Schuler, who was appointed in March 2024 [1]. Schuler emphasized to FOX Business that her approach to scaling the Ohio-founded chain is intentionally measured, balancing national expansion with the preservation of the company’s long-standing traditions [1].
The company has grown to approximately 175 locations, with franchising remaining a central part of its strategy [1]. Schuler highlighted that Handel’s maintains a highly selective process for choosing franchise partners, focusing on alignment with the brand’s values and vision [1]. She described the current period as the brand’s “third era,” with significant room for further expansion due to what she called “so much white space” in the market [1].
In terms of product strategy, Handel’s is prioritizing consistency and classic flavors over chasing market trends, with Schuler stating, “You’re not going to see us introduce, like, a fig and olive type of flavor… We are going to do things that are very classic and deliver on those flavors very, very well” [1]. Schuler’s leadership philosophy was shaped by a year-long break after leaving Wetzel’s Pretzels, during which she reflected on her desire to lead a brand that could serve as a community gathering place [1].
Schuler also noted that in times of uncertainty, such as during stock market volatility or global conflicts, the ice cream business remains steady, as consumers seek out small pleasures [1].
CONCLUSION
Handel’s Homemade Ice Cream is pursuing a careful, values-driven national expansion under CEO Jennifer Schuler, with a focus on classic offerings and selective franchising. The company sees significant growth potential while maintaining its core identity, and expects continued resilience even during broader market uncertainty.