Julie Ann’s sees 30% YOY growth, reaching over 1m in sales, while building a beloved brand
As a long-standing collaborator and integral partner in building the Julie Ann’s brand, Lakeside has become much more than a service provider; they are considered family. This profound relationship, built on mutual respect, shared values, and a deep understanding of Julie Ann’s mission, has cultivated an environment where collaboration flourishes.
Lakeside’s expansive range of services, including campaign management, digital marketing, and point of sale integration, has been instrumental in propelling Julie Ann’s growth. This close-knit partnership ensures the brand’s authentic essence is consistently communicated across all channels, and has been a key driver in Julie Ann’s success. It is this kinship, combining the strengths of both Julie Ann’s and Lakeside, that forms the backbone of their shared achievements.
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Custard Taco photoshoot with graphical design by Pete Wisniewski, Illustration by Julie Kukreja and final product photography by Joe Nantz
“Local collaboration is at the center of most of our marketing efforts. Our ability to manage relationships has set us apart from our super competitive market.”
“Local collaboration is at the center of most of our marketing efforts. Our ability to manage relationships has set us apart from our super competitive market.”
Linda Anderson, Julie Ann’s Frozen Custard.
Growth Without Sacrificing Core Businesses
Julie Ann’s, a cherished family-run frozen custard spot located in Crystal Lake, IL, has a rich three-generation history dating back to 1985. Famous for their signature frozen custard and dairy-free dessert offerings, Julie Ann’s has successfully leveraged a commitment to freshness and local sourcing to become one of the largest volume frozen custard distributors in Illinois. Recognized for their inventive flavor profiles, homemade toppings, and freezer case treats, the firm’s reputation extends well beyond the confines of their quaint custard shop.
In a bold new venture, Julie Ann’s is currently seeking to expand its business into the retail space, eyeing opportunities for wholesale distribution to park districts and grocery retailers. Their objective is two-fold: to grow their custard business while simultaneously increasing their production capacity. The company understands the importance of careful scaling to ensure they maintain the high-quality and fresh taste that customers have come to expect. By leveraging their vast experience in creating unique dessert products, they aim to build a standalone wholesale pint and concession business, without compromising on their core values of using local dairy and minimizing food waste.
Brian Ives and Pete Wisniewski after restoring and outfitting Julie Ann’s 1953 International Metro Frozen Custard Truck.
Long-Term Strategy Built on Relationships
Julie Ann’s has embarked on an innovative marketing strategy that capitalizes on nostalgia, storytelling, and eye-catching product design. Collaborating with Lakeside’s campaign management services, Julie Ann’s has skillfully woven their brand image across various media including email, social networks, photography, video, and web landing pages.
One of the central pillars of their marketing approach is the creation of unique, family-friendly characters, which have been integrated into the branding of each custard flavor. These characters adorn the pint tops, making each product distinct and memorable. Beyond this, the characters have taken on a life of their own through an engaging mural and vibrant social media campaigns, allowing Julie Ann’s to build a strong visual narrative around their products.
Further enhancing their brand visibility is the refurbished 1953 International Metro frozen custard truck, which has become a movable beacon for the business. The truck not only sells their frozen custard at festivals and events but is also strategically parked along Route 14 to increase brand exposure. This vintage vehicle taps into a sense of nostalgia while demonstrating Julie Ann’s commitment to bringing its products directly to the community.
In a bid to streamline their operations, Julie Ann’s has leveraged Lakeside’s expertise to integrate the Toast Point of Sale system. This step towards digitization has improved order processing with kitchen displays and paperless systems, adding an extra layer of efficiency to their customer service. This integrated marketing and operational strategy underscores Julie Ann’s commitment to preserving its cherished traditions while embracing innovation.
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Selected photograph of Oreo Sandwich Packaging with illustration by Julie Kukreja.
Sweet Results
In conclusion, Julie Ann’s strategic approach to brand building and business operations has led to remarkable results. The powerful combination of nostalgic branding, engaging storytelling, and innovative product design has greatly expanded their reach, evident in their email list growth to over 17,000 subscribers. This has subsequently driven a significant increase in sales.
Furthermore, their sustained success over recent years is an endorsement of the effectiveness of their strategy, as Julie Ann’s experienced impressive double-digit growth for three consecutive years. This is a testament to their dedication to quality, efficient service, and customer engagement.
In response to the changing times, Julie Ann’s also implemented an innovative curbside program which has resonated well with customers, yielding over 30% growth in 2021 alone. The brand’s ability to adapt to evolving consumer needs while preserving their traditions sets them apart in a competitive market. These results demonstrate that Julie Ann’s has not only maintained its beloved place within the local community but is also set on a path of continued growth and success.
