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Promotion Board Member Pushes Ice Cream For Breakfast
How about hot oatmeal with a
huge scoop of vanilla ice cream?
Or a giant pancake folded over
strawberry ice cream and topped
with frozen strawberries.
Why not, says Dick Shellenber
ger, a Lancaster County fanner
turned dairy marketeer who’s try
ing the idea in Kreider Dairy Farm
Family Restaurants.
Shellenberger says the Krelder Dairy Stores remain
their biggest milk outlet, but their restaurants are
using more milk as their cllentel grows.
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Shellenberger has headed pro
cessing and sales for Noah W.
Kreider and Sons, Manheim, since
the farm opened its first dairy store
in 1972.
And as a member of the advis
ory board of the Pennsylvania
Dairy Promotion Program, he felt
the breakfast idea passed all the
tests. Imaginative. Catci Bells
Bigger Company
Third choice among the adven
turesome is the Orange Eye-
Opener. It’s orange juice with a dip
of orange sherbet.
In fourth place is Com Flakes
Deluxe,'a big scoop of creamy
vanilla ice cream plopped on top of
a bowlful of crunchy cornflakes.
Finishing fifth is Coffee
Supreme, black coffee with a
spoonful of vanilla ice cream.
Milk and homemade dairy pro
ducts get top billing at all meals, of
course, keeping with the Kreider
dairy farm tradition.
The farm’s dairy array includes
whole, low fat and skim milks plus
chocolate milk, buttermilk, light
and heavy creams and 1,400 to
2,000 gallons of ice cream each
week during the summer.
And Dick never misses a milk
promotion opportunity. Place mats
from Pennsylvania Dairy Promo
tion Program remind diners to
“Make It Milk.” “I buy 150,000 at
a dip,” he comments.
PIONEER
PIONEER HI-BRED LIMITED
ringing at the cash register.
Better yet it fit with his new
responsibilities as manager of
Kreider’s growing chain of
restaurants. Three are now operat
ing in Manheim, Hershey and
Lebanon. A fourth is in the works.
Shellenberger didn’t need any
market study to find out if the ice
cream breakfast would go. He just
put it on the menu.
And hundreds of diners prove
him right each morning during the
summer by ordering such break
fast entrees as hot oatmeal ala
mode.
‘The ice cream gives you the
cream and sugar, plus that little
something extra,” says Dick eating
a big spoonful.
Oatmeal ala mode is the number
one favorite of the five ice cream
breakfasts now being offered.
Pancake Jubilee, a solid second,
features a giant pancake folded
over creamy strawberry ice cream
and topped with frozen
strawberries.
BRAND SEED CORN
aril
“It takes promotion to move milk,” says Dick Shel
lenberger who heads processing and sales for milk
jugger Noah W. Kreider & Sons, Manheim. Their
restaurants offer free milk with their entrees.
Price promotes too. A quick
study reveals that milk is the best
beverage buy at Kreider’s. It sells
for 45 cents a glass, ice tea for 55
cents and soft drinks from 60 to,Bo
cents. A switch from most Penn
sylvania restaurants.
Dairy specials also move milk.
One day it might be warm peach
cobbler with ice cream ($1.75). A
recent night owl special was TurUe
Sundae ($1.89).
And who can say “no” to 28 ice
cream flavors. Strawberry Cheese
cake and Peanut Butter Sundae are
Shellenberger' originals.
Everyone has a birthday, right?
Dick makes sure they think Kreid
er’s and ice cream by offering a
free sundae on the special day. But
he doesn’t leave it to chance. Dick
announced the free birthday treat
on side panels of Kreiddr milk
cartons.
Kieider also gives away 40,000
to 45,000 glasses of farm fresh,
frosty milk each month on basic
meals. A year around promotion.
And how’s this for marketing
milk the farm produces Kosher
milk for markets in New York,
New Jersey and Baltimore, a story
in itself.
The dairy stores still move the
most milk for Kreider but Dick
sees the restaurants as another
huge market for milk and dairy
products.
His insight as a restaurant mana
ger made him a leading supporter
of Pennsylvania Dairy Promotion
Program’s joint breakfast promo
tion with McDonald’s last year in
Johnstown, Altoona, and also at
Erie. The promotion later won
International honors..
Do milk promotions really sell
milk? Today, it takes a herd of 425
grade Holsteins to meet the
demands of Kreider’s retail
operations.
How about the ice cream break
fasts? Do they pay? Try to get a
table at a Kreider Dairy Farms
Family Restaurant some morning
around 10 a.m. The place will be
jampacked.