Opening an ice cream shop is more than just picking out your favorite flavors and getting the soft-serve machine ready—location can make or break your business. Whether you’re starting your first shop or expanding to a second (or third!) location, choosing the right spot is a crucial step in building a successful scoop shop.
Here’s a guide to help you find the sweetest spot for your next ice cream venture.
1. Know Your Target Customers
Start by identifying your ideal customers. Are you aiming for families with kids? College students? Tourists? The location you choose should be convenient and appealing to your core audience. A shop near a school, beach, park, or shopping district might be ideal for attracting foot traffic and families, while a spot near a college campus might call for late-night hours and trendy flavors. Know who you are and your concept so you can find a location that marries how you sell to what you sell to who you sell.
2. Foot Traffic is Everything
You want to be where the people are. Spend some time walking potential neighborhoods, especially during peak hours and weekends. Pay attention to how much foot traffic there is and who’s walking by. Is the area busy on warm afternoons? Are there events or festivals nearby that could boost your business? It’s not just feet. It’s cars. It’s energy. It’s a vibe. What does the location feel like? Also keep in mind that your dessert business will realize most of its revenue at night. So don’t spend all day looking at the spot. Go during the peak hours of your future business so you can best evaluate the potential.
3. Check Out the Competition
A little competition isn’t bad—it can mean the area is already known for good treats—but too much can dilute your sales. Look for a location that’s underserved or where you can clearly differentiate yourself. Do a competitive analysis: What are they doing well? What can you do better or differently? Just because a spot has no competition doesn’t make it viable. There could be a reason nothing lasts there. Conversely a great area can support multiple options as well. Did you ever notice how many quality food options are clustered?
4. Visibility and Accessibility
Your shop should be easy to spot and even easier to reach. You could serve the best ice cream in town, but if people can’t see you, they won’t come in. Corner locations, spots near intersections, or places with large windows and signage opportunities are gold. Make sure there’s ample parking if it’s a drive-up area, or bike racks and sidewalks if you’re in a more walkable neighborhood. Large windows, colorful signage, and the ability to show off your store’s personality help draw people in. It should be easy in and easy out. The public is fickle. If it’s too hard for your customers to be your customers than they won’t be your customers. (read it a few times – it should make sense!)
5. Evaluate the Space
The perfect spot still needs to work for your operations. Make sure the layout is practical for service flow, kitchen space, storage, and customer seating (if you plan on dine-in). Think about ventilation for waffle cones, water access, and the feel you want your brand to have. Ensure you have the room for growth and expansion if needed. Work the flow properly to accommodate the needed sales. Some spots are great but just too small and some spots are great but too big.
7. Run the Numbers
Even a dreamy location has to make financial sense. Can you afford the rent and still make a solid profit? You can’t take 3000 square feet and pay that rent – no matter how great the spot may be. Be realistic about your budget. A prime location might be tempting, but high rent can eat your profits. Balance visibility and foot traffic with reasonable lease terms, and don’t be afraid to negotiate. Ask about annual rent increases, maintenance responsibilities, and renewal options.
Are the utility and build-out costs reasonable? Check with local zoning laws and permitting requirements to avoid surprises down the line. Know what the build out may be. I’ve worked with many customers on their location search and it is best to see the red flags before signing onto a location. Know your numbers. Know the estimated costs. Know the potential.
8. Talk to the Locals
Get a feel for the community. Chat with other business owners, residents, and potential customers. Their insights can be priceless—and it helps start the word-of-mouth buzz before you even open. Think about what types of businesses are around you. Are there coffee shops, sandwich spots, or boutiques nearby? Great! These can help generate cross-traffic. Avoid locations surrounded by unrelated or struggling businesses—it’s usually not a good sign.
Final Thoughts:
Finding the perfect location for your ice cream shop is part science, part instinct. A good spot can give your business an incredible head start, so take your time, do the research, and trust your gut. With the right scoop and the right street, success could be just around the corner
