MEMORIES:
major_havoc remembers...I didn't have a Carvel store anywhere near me though I was familiar with the name through their TV ads ... More »
Posted on 12/28/07
There are very few among us who don’t share a fondness for that delectable dessert, ice cream. And if you happened to grow up in the eastern United States, the name “Carvel” was synonymous with the beloved frozen treat. Anyone who watched television recognized the kindly old gentleman, Tom Carvel (real name: Tom Carvelas), and his quirky and lovable ice cream concoctions.
It all started back in 1929, when Tom built a trailer to sell frozen custard from. It was a modest business until fate lent a hand, in the form of a flat tire. It was Memorial Day, 1934, and Tom’s trailer had broken down in the town of Hartsdale, New York. The ice cream was melting in the summer heat but that didn’t deter Carvel’s customers, and he quickly sold out. Tom learned two valuable lessons from the experience. For one thing, a fixed location could be quite beneficial. Also, people seemed to enjoy a softer version of ice cream. On the very location that his truck broke down, he built his first ice cream stand.
Ever the entrepreneur, Tom invented the “Custard King” ice cream freezer during WWII, a machine that dispensed his soft-serve desserts. In 1947, he sold 71 of these machines but was disappointed to find that many of those selling Carvel ice cream weren’t running their businesses to his high standards and their sales were suffering as a result. Tom stepped in and developed the concept of franchising, choosing to oversee each location. In the 50s, he had 25 locations. In the next 10 years, that number would expand to almost 200 locations. Tom was doing something right.
One of the many brilliant moves on Tom’s part was to produce and star in his own commercials. With his gruff voice and fatherly image, he endeared himself to the general public as he hawked a number of unique frozen commodities such as the “Flying Saucer”, which consisted of soft serve ice cream sandwiched between two chocolate cookie wafers. Most notable, however, were his ice cream cakes. One was available for just about any occasion, from birthdays to the “Tom the Turkey” Thanksgiving cake, to the quirky “Fudgie the Whale” cake. These cakes became a part of family traditions throughout the East Coast for people who loved the layers of different ice cream flavors, each separated by a layer of chocolate cookie crumbs, and topped with a sugary layer of frosting.
Tom sold the company in 1989 and ended his run as company spokesman. Sadly, he passed away in 1990 but the Carvel legacy lives on, expanding its market and introducing its frozen wares to new generations. Today, Carvel stores can be found in locations as far away as Newport Beach, California. Additionally, a company called Celebration Foods is now responsible for distributing Carvel ice cream cakes to supermarkets from coast to coast, allowing everyone to enjoy the beloved desserts. They aren’t quite the same as ones made fresh at a Carvel store but they amply satisfy those with a craving for an ice cream cake fix.
And yet, despite the fact that Carvel is still going strong, it will never be the same as when the friendly voice of Tom Carvel brought his warm personality and delicious ice cream treats into the homes of millions, making every occasion from Thanksgiving to a simple summer’s day worthy of ice cream celebration.
