Mister Softee | |
Type | Private |
Industry | Ice cream |
Founded | 1956 Philadelphia, Pennsylvania |
Founders |
|
Headquarters | 901 Clements Bridge Road Runnemede, New Jersey , |
Key people |
|
Products | Ice cream |
Website | www |
Mister Softee Inc. (doing business as Mister Softee) is an American ice cream truck franchisor, best known in the northeastern United States. The company is based in Runnemede, New Jersey.
Mister Softee Inc. was founded in 1956 by brothers William Aloysius Conway (1922–2004) and James Francis Conway (1927–2006) in Philadelphia, Pennsylvania. [1] [2] Headquartered in Runnemede, New Jersey since 1958, Mister Softee became one of the largest franchisors of soft ice cream in the United States, with about 350 franchisees operating 625 trucks in 18 states.[ citation needed ] Around 1999, William and James' sons, John P. Conway and Jim Conway, Jr., took over the business. [3]
English-teacher-turned-entrepreneur-now-stand-up-comedian Turner Sparks was roommates with Alex Conway – Jim Conway, Jr's. son while attending the University of Miami. Sparks spoke fluent Mandarin and had been teaching English in Suzhou. In 2007, with Alex's help, Sparks launched a Mister Softee China franchise in Suzhou with just one truck. [4] [5] Five years later, Sparks had ten trucks and 25 employees, with plans to expand throughout China's eastern region.
Mister Softee China had created a menu that combined classic American ice cream products of shakes, floats, and sundaes with new Chinese products such as green tea ice cream, red bean ice cream, kiwifruit sundaes, and milk tea floats. While its American counterpart operated almost exclusively with trucks, Mister Softee China had kiosks in downtown shopping areas and trucks throughout China's suburban neighborhoods and business districts. [6] [7]
Mister Softee suspended its China operations in 2016. [6]
The melody broadcast from Mister Softee trucks – bearing the likeness of a music-box – was composed by Philadelphia ad man, Les Waas (né Lester Morton Waas; 1921–2016) [8] [9] [lower-alpha 1] who titled it, "Jingle and Chimes." [10] Waas created close to 1,000 jingles. [11] [12] The melody is based on Arthur Pryor's 1905 composition, "The Whistler and His Dog." [13] [lower-alpha 2]
"Jingle and Chimes" (lyrics) – E♭ major, "jaunty" 6
8 time
Intro
1st verse
2nd verse
3rd verse
Coda
Michael Bloomberg, while Mayor of New York, launched an ambitious initiative in 2002 to crack-down on city noise, which included jingles broadcast from ice cream trucks – and in particular, the jingle from Mister Softee trucks. In 2005, in the face of opposition from citizens and members of the City Council, he compromised. Rather than banning mobile jingles, he permitted the trucks to air them, but only while in transit. [14]
Mister Softee has defended its trademarks, notably in the following two cases:
Prior U.S. Classifications: 100 and 101 | Registration No. 2218017 | ||||
Registered January 19, 1999 | |||||
Service Mark Principal Register | |||||
Sensory Mark—No Drawing | |||||
Mark Drawing Code: 6 – for situations for which no drawing is possible, such as sound | |||||
Mister Softee, Inc. (New Jersey corporation) 901 Clements Bridge Road Runnemede, NJ 08078 | The mark consists of a musical jingle composed of sixteen notes in the key of E flat, in the sequence of B♭ – C – B♭ – G – F – E♭ – F – E♭ – C – E♭ – D – E♭ – F – B♭ – G – E♭, which is then repeated. (Mark audio on file) | ||||
First use: March 1960; First use in commerce: March 1960 | |||||
2nd Renewal: March 20, 2018 | Affidavit text: Sect. 15. Sect. 8 Declaration (6–years). Section 8 Declaration (10–years) March 20, 2018 | ||||
With respect to defending the trademarks, Mister Softee vice president Jim Conway has stated, "For 58 years we've spent our time, energy, and money developing brands. We're one of the most recognized brands. The people who are infringing on our trademark are not only hurting Mr. Softee, but also hurting our mom and pop franchisees. We take these actions to protect them as much to protect our own brand." [19]
In June 1961, Doug Quattlebaum, an American Piedmont blues guitarist, singer and songwriter, was "re-discovered" playing popular and blues songs through the public address system of his Mister Softee ice cream van. [20] [21] The blues historian, Pete Welding, who became known for discovering talent in unusual places, [22] heard his performances and arranged for him to record an album. Released by Bluesville Records, Softee Man Blues (1963) had a photograph of Quattlebaum in his ice cream uniform on its front cover. [21]
An ice cream van (British) or ice cream truck is a commercial vehicle that serves as a cold-food specialty food truck or amobile retail outlet for pre-packaged ice cream, usually during the spring and summer. Ice cream vans are often seen parked at public events, or near parks, beaches, or other areas where people congregate. Ice cream vans often travel near where children play — outside schools, in residential areas, or in other locations. They usually stop briefly before moving on to the next street. Along the sides, a large sliding window acts as a serving hatch, and this often displays pictures of the available products and their prices. Most ice cream vans tend to sell both pre-manufactured ice pops in wrappers, and soft serve ice cream from a machine, served in a cone, and often with a chocolate flake, a sugary syrup, or toppings such as sprinkles. While franchises or chains are rare within the ice cream truck community, some do exist.
A sundae is an ice cream frozen dessert of American origin that typically consists of one or more scoops of ice cream topped with sauce or syrup and other toppings such as sprinkles, whipped cream, marshmallows, peanuts, maraschino cherries, or other fruits.
Good Humor is a Good Humor-Breyers brand of ice cream started with Harry Burt in Youngstown, Ohio, US, in the early 1920s with the Good Humor bar, a chocolate-coated ice cream bar on a stick sold from ice cream trucks and retail outlets. It was a fixture in American popular culture in the 1950s when the company operated up to 2,000 "sales cars".
Fried ice cream is a dessert made of a scoop of ice cream that is frozen hard, breaded or coated in a batter, and quickly deep-fried, creating a warm, crispy shell around the still-cold ice cream.
Carvel is an American ice cream franchise owned by Focus Brands. Carvel is best known for its soft-serve ice cream and ice cream cakes, which feature a layer of distinctive "crunchies". It also sells a variety of novelty ice cream bars and ice cream sandwiches. Its slogan is "America's Freshest Ice Cream".
Ice cream parlors or ice cream parlours are places that sell ice cream, gelato, sorbet, and/or frozen yogurt to consumers. Ice cream is typically sold as regular ice cream, and/or soft serve, which is usually dispensed by a machine with a limited number of flavors. Ice cream parlors generally offer a number of flavors and items. Parlors often serve ice cream and other frozen desserts in cones, cups or dishes, the latter two to be eaten with a spoon. Some ice cream parlors prepare ice cream desserts such as sundaes or milkshakes, or even a blend.
Mister Donut is an international chain of doughnut stores. It was founded in the United States in 1956 by Harry Winokur. Primary offerings include doughnuts, coffee, muffins and pastries. After being acquired by Allied Domecq in 1990, most of the North American stores became Dunkin' Donuts. Outside of the United States, Mister Donut maintains a presence in Japan, El Salvador, Philippines, Thailand, Indonesia, Taiwan, and Nigeria.
Bungalow Bar was a brand of ice cream sold from ice cream trucks and mini markets to consumers on the streets in the New York City boroughs of Brooklyn and Queens, Staten Island and the Bronx, as well as Washington Heights in Manhattan, in Yonkers Westchester County, Nassau County and in Deer Park during the 1950s and 1960s and early 1970's. Bungalow Bar trucks serviced the Bushwick section of Brooklyn during the 1940s. Bungalow Bar trucks had a distinctive look: white, with rounded corners, and made to look like a small, mobile bungalow topped with a dark brown shingle roof.
Jack and Jill Ice Cream Company was founded by Max Schwartz in 1929 in Philadelphia, Pennsylvania. Schwartz sold ice cream he carried through the streets of Philadelphia. In 1936, the company purchased its first ice cream truck for selling ice cream. In addition to trucks, the company also sells ice cream to restaurants and catering services, in stores, and in vending machines throughout the Mid-Atlantic United States. Jack and Jill is credited with creating and launching the Choco Taco in the early 1980s, which it later sold to Good Humor-Breyers.
Soft serve, also known as soft ice, is a frozen dessert, similar to ice cream, but softer and less dense due to more air being introduced during freezing. Soft serve has been sold commercially since the late 1930s in the United States.
Electro Freeze is an Ali Group brand specializing in manufacturing of frozen dessert machines, like soft serve machines, shake machines, slush machines, batch freezers, etc., and is a division of H.C. Duke & Son LLC. It is most known for being the soft serve machine used by Dairy Queen, as well as many other Soft Serve Ice Cream establishments.
Peter John Welding was an American historian, archivist, and record producer specializing in jazz and blues.
Mr. Whippy is a brand of soft-mix ice cream produced by Wall's, a subsidiary of Unilever as part of the Heartbrand. Mr. Whippy began as a franchise of ice cream operators, but is now just the name of the soft-mix ice cream, as such, many ice cream vendors selling the soft-mix brand themselves as "Mr. Whippy" and stylise their vehicles and outlets as they wish. Actual franchises of the brand continue separately in Australia and New Zealand.
Mobile Softee (雪糕車) is an ice cream vendor in Hong Kong which uses ice cream trucks. The brand is owned by Ng Enterprises Ltd.
Big Gay Ice Cream (BGIC) is a New York City–based company that started with an ice cream truck. At the company’s peak they operated four storefronts in New York City and one in Philadelphia. Co-founded by Doug Quint and Bryan Petroff, BGIC specializes in soft-serve ice cream cones, cups, and novelties with a menu of unique and unusual flavors and toppings. BGIC was part of a wider trend of gourmet and upscale food trucks popular in the United States.
Genevieve Belleveau is an American performance artist and singer based in New York City and Los Angeles. Belleveau is best known for her relational art pieces which involve the audience in the art. She confronts within her work issues of human connection, technology and religious ritual. She was also a driver of a Mister Softee ice cream truck and has managed operations for the Big Gay Ice Cream Truck.
The Procrastinators' Club of America is based in Philadelphia, Pennsylvania, and describes its purpose as promoting "the philosophy of relaxation through putting off until later those things that needn't be done today." It was established in 1956 as a joke by Les Waas who eventually registered it as a business in Philadelphia in 1966. Waas remained the organization's president until at least 2011. Waas also worked in advertising, where he wrote the Mister Softee jingle played by its ice cream trucks as well as more than 970 other jingles.
Elijah Douglas Quattlebaum, better known as Doug Quattlebaum, was an American Piedmont blues guitarist, singer and songwriter. He recorded one single for Gotham Records in 1953, but was offered another opportunity following his employment as an ice cream salesman.
An annoyance factor, in advertising and brand management, is a variable used to measure consumers' perception level of annoyance in an ad, then analyzed to help evaluate the ad's effectiveness. The variable can be observed or inferred and is a type that might be used in factor analyses. An annoyance effect is a reference to the impact or result of an annoying stimulus, which can be a strategic aspect of an advertisement intended to help a message stick in the minds of consumers. References to annoyance effects have been referred to as annoyancedynamics. While the words "factor" and "effect," as used in the behavioral sciences, have different meanings, in casual vernacular, they have been used interchangeably as synonymous. A more general or umbrella term would simply be advertising annoyance.
Taylor Company, previously known as Taylor Freezer Corporation, is an American manufacturer of food service equipment located in Rockton, Illinois. They are known as the supplier and maker of several machines that McDonald's uses, including their grills and many of their ice cream machines. Although known for soft serve machines, the company also offers commercial grills, frozen and carbonated beverage units, frozen cocktail machines, batch freezers, smoothie equipment, and shake equipment.