For those that reside in San Jose, you could have tasted the unassuming Treat ice cream with out understanding a lot about its mission and origin. A scoop of the scrumptious indulgence is a no-frills dessert expertise, void of trend-seeking and with a give attention to high quality. Where different manufacturers might spend giant sums of cash on promoting and a social media presence, Treat would a lot moderately splurge on an unique fruit or ingredient for a seasonal taste. Do not anticipate, nevertheless, to take a seat down and luxuriate in a cone of their ice cream, as this Bay Area staple just isn’t a conventional storefront, however a distinctive manufacturing unit with big metal vats that might really feel at house in a microbrewery.
Tucked away in a small parking zone with none instructions or viewable indicators, you could miss the constructing if relying solely in your telephone’s GPS. Getting to the doorway requires strolling by way of the parking zone and across the nook of the constructing to a modest inexperienced doorway with a easy, quaint signal bearing its identify. An overwhelming sensation of “Is this the right address?” might loom overhead till you’re cordially greeted by an worker.
Entering this manufacturing unit is actually a distinctive expertise. You can see the product being made, submerging you into scents of cream and a trace of fruit as they’re heated and churned till lastly cooled and combined into a gallon bin. Within seconds, the longing for ice cream kicks in, however make sure you take a look at the record of flavors obtainable on the wall, together with their one-of-a-kind seasonal choices. Treat can also be money solely, which provides to the ambiance of shopping for ice cream straight from the supply.
The distinctive firm opened its doorways in 1951 and was based by Alfred Mauseth, recognized to native clients as Mr. Treat. Mauseth got down to create a enterprise solely targeted on producing wealthy flavors, starting from conventional to revolutionary. Mauseth sadly handed away in 2015 however the ardour for utilizing regionally grown components and specializing in high quality flavors for patrons stays a elementary a part of the corporate.
Treat operates as a wholesale ice cream producer which fills native ice cream outlets, eating places, and unbiased groceries. Lunardis Markets is one grocery retailer which all the time shares Treat Ice Cream firm flavors on shelf. They can be discovered at Tuckers Ice Cream parlor in Alameda.
Today, looking for the “best dessert” appears to be synonymous with what’s most Instagram-friendly. We’ve begun to gravitate towards developments like rolled ice cream, insane quantities of toppings, and something “aesthetically pleasing.” However, Treat maintains its notability and recognition based mostly upon its unique flavors, genuine tackle basic favorites, and being simply plain good. The reputation, actually, started completely from phrase of mouth.
Treat Yo Self!
Taylor Elwood, an avid ice cream lover and Yelp user finds and rates dessert treats throughout her travels.“I stumbled upon Treat and thought it was just a factory but I went and really liked it,” said Elwood.
Over time, sites such as Facebook, Yelp, Instagram, and other social media outlets caught on organically. Treat did not spend any money on advertising or marketing for its business. Instead, Mauseth focused his efforts entirely on the product.
There seems to be no desire to change this direction. Their most popular flavor, Ube, is creamy and refreshing with floral hints, utilizing purple yams from the Philippines.
Mango, which also attracts a lot of attention from customers, incorporates real mangoes imported from the Philippines, as well. Treat’s emphasis on not using artificial ingredients allows even their most ambitious flavors to taste authentic, unlike those from bigger ice cream chains.
“My favorite flavor is Burgundy Cherry and Ube. It tastes so fresh and the customer service is awesome,” said Matthew Balantac, a loyal customer who heard about the brand from word of mouth.
Living up to its name, Treat may just be the Bay Area’s best-kept secret for frozen indulgences.