Magnifico’s Ice Cream shares secrets of success

Gary Magnifico and daughter Nicole are celebrating the 30th anniversary of their ice cream shop on Route 18 in East Brunswick. JEFF GRANIT staff EAST BRUNSWICK — For 30 years, Gary Magnifico has been serving generations of customers his premium soft ice cream treats from his shop on Route 18 north.

The secrets behind the success of the family-owned business, he said, are summed up in the word “consistency.”

“Consistent quality ice cream, quick service, good prices and good portions, and a clean and welcoming store are what customers find at our store,” Magnifico said. “Our customers have confidence that they consistently will find these qualities in our store and keep returning.”

Magnifico’s career in the ice cream business started when he worked with his parents, Michael and Dolores, in their Carvel franchise in Manville back in the 1970s. As he managed that store, he said, his own dream about an ice cream store was formulated.

Nicole Magnifico creates a strawberry-coated ice cream cone. JEFF GRANIT staff “I wanted a free-standing building where people would come to the window, order their ice cream and eat it outside like in the early 1950s,” said Magnifico. “I wanted an old-fashioned atmosphere to welcome people.”

His dream took form when he found an abandoned Carvel building for sale on Route 18 and bought it in 1980. After renovating the building and installing top-quality equipment, Magnifico’s Ice Cream opened on April 15, 1981.

“It seems just like it was yesterday,” said Magnifico. “Thirty years is hard to believe. I sincerely thank all our customers and appreciate their support through all these years. Our customers quickly become our friends.”

Magnifico shared some statistics about his store, which sells about 14,000 to 15,000 gallons of ice cream per season that runs from about the end of February to mid-December. The sale of ice cream has been increasing through the years, he said.

On a rotating basis, 25 to 30 flavors of soft ice cream can be found at Magnifico’s, with vanilla being the No. 1 favorite flavor among customers. Cones, cups, sundaes and shakes are the top-selling items, among other favorites such as novelty items, Italian ices, gelatos and ice cream cakes. All items can be taken home and frozen for later use.

“Weather affects the ice cream business,” said Magnifico, who has a staff of about 20. “You need warm, sunny weather, and the best hours for business are from 6 p.m. to 10 p.m.”

Magnifico’s daughter, Nicole, 28, manages the family’s ice cream store, having worked there since she was a child.

“At 6 or 7 years of age, I would be at the store,” said Nicole. “Around 13 years of age, I started to really work here.”

While Magnifico’s has its own philosophy and techniques, the store has always been open to new ideas and the latest technology, she said. During the offseason, when the store is closed, she and her father tour other ice cream operations to learn how to improve their own business.

“Also, people have become more health conscious, and we have a healthy choice menu that includes granola, non-fat, nosugar added frozen yogurt, yogurt shakes and carob toppings,” she said. “We can make our other items, such as sundaes, using these ingredients, and all our products are made fresh daily with only the finest, quality ingredients.’’

The best part of working at Magnifico’s, Nicole said, is watching the families grow and seeing members of each new generation become customers.

“First, the parents come with their children, then the children grow up and start bringing their friends,” she said. “Soon, it’s couples coming and another generation are customers.”

Nicole said she is ready to become the third generation to follow in the family’s footsteps and have a career in the ice cream business.

“I hope to keep Magnifico’s in business for another 30 years,” she said.

To express their gratitude to their customers for 30 years of loyal support, she said, an official 30th anniversary celebration is scheduled for May 21 and 22 at the store. The event includes buy-one, get-one-free specials, aDJ, hot dogs, face paintings and giveaways.

Magnifico’s is open seven days a week from 11 a.m. to 10 p.m. For more information, call 732-238-7975 or click on www.magnificosicecream.com.