Today we’d like to introduce you to Jessica Blankenship
Hi Jessica, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I have always loved ice cream! One of my fondest memories from my childhood was the ice cream truck driving down the road in the summers. It’s so nostalgic.
Right before the Covid-19 pandemic, I traveled to Tybee Island in Savannah, Georgia, and there was the cutest ice cream truck at the beach. It had a line for days, and everyone from small children to adults were so excited to get their treat. I thought, wow, that is an amazing idea, what a fun job and business to run. I remember she had on a retro 50’s – themed polka dot dress, a red bandana, and red lipstick to match her truck – the branding was on point! She sold ice cream by the scoop and offered many flavors with cones, and sprinkles. I knew I wanted to be just like her. I wanted to take pieces of her idea, and make it my own back home. There was just nothing like it back in Minnesota. I wish I could remember the name, I would give her company a shout-out, because she was the inspiration for what I have today.
Fast forward to 2020, during the pandemic, I had a lot of time on my hands. I was forced to work from home during the week, and like others, had a lot of time to sit and think. One day, I was scrolling on Etsy and found the cutest cherry-pattern aprons, and it immediately brought me back to that trip to Savannah. That is when The Cherry on Top ice cream truck idea came to life, literally off of an apron and a fond memory of my trip to the beach. The entire business brand, from the name to the design, stemmed from that apron. It’s funny when you think about the domino effect of one moment.
I have an extensive history in marketing, branding, and business development, so I felt I had what it took to create a business from scratch and one that was unique and memorable. After doing some market research, I noticed there weren’t many hand scooped ice cream trucks in Minnesota – mainly just novelty ice cream trucks and brick and motor shops – probably due to the short summers up here in the Midwest. The investment made sense. I had hardly any competition, and at the time, would offer something no-one else did.
I started searching for used ice cream trucks online, Craigslist mainly, and I found a 1987 GMC stepvan out in Wisconsin. It was perfect! I made the trip out there, took it for a test drive, and ended up driving it back home to Minnesota that night. I got the truck wrapped in cherries, just like the aprons I found on Etsy, did a ton of research on how to start a successful “food truck”, and started my business from the ground up. Summer 2024 marks my 4th year in business, and we are thriving. I am so thankful to all of our customers, new and old. The continued referrals and support have kept us going all these years.
The ice cream truck has become a staple in my small town of Hugo, and everywhere we go. The design of the truck has helped gain so much business over the years. If I could give one piece of advise when starting a food or ice cream truck business, is to invest a lot of thought into the design and theme of your truck – it goes a long way, and at the end of the day, it’s a business ok wheels, or how I like to refer to it, a moving billboard.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting a new business is never easy, there is a lot of work and endless days that go into ensuring the success of a business. Taking an idea and making it into a reality takes a lot of work and dedication. I would have to say the largest obstacle for me was when I was starting the business. I knew no one in the food truck industry, and really had no clue on where to start. I had to figure out everything from to how to pass a health inspection, to understanding the market and how to price my products and services properly. I wasn’t a brick and motor, and my truck is not built out to drive through neighborhoods. I had to come up with a business model that was unique and different than the rest. First, I created my website, social media platforms, and Google ads to help market the business and get my name out there.
I knew I wanted to specialize in private events – weddings and graduations in particular. After my first few events, the leads started flowing in rapidly.
Understanding the time management piece of working in the field, while also finding time back at the office to do my accounting, scheduling, inventory, and respond to customers was also an obstacle in the beginning, that took a lot of patience. I work full time as a marketing and business development specialist, so learning how to balance my career, new business, and being a single mom at the time to my son, Noah, was definitely a struggle in the beginning. I wore many hats, and still do to this day, of course with the help of my husband, Cole, and our newest addition Calvin. It’s become a family business I am very proud of.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
We specialize in private events including weddings and graduation parties. My largest target demographic is wedding planners and photographers. Creating these relationships has been a game changer for the business. In the last two years, we have had the privilege of attending 65 weddings. I either show up right after dinner and speeches as their dessert option, or as a late night snack. I am seeing an uptick trend in the wedding industry with food and ice cream trucks catering the event versus the traditional sit down formal catered meals. It’s been fun to watch and be apart of.
We have 10 flavors of premium hand-dipped ice cream on board at all times, with 1-2 non-dairy ice cream options. If clients want a specific flavor on board for their event, we always try to accommodate. We offer cake cones, waffle cones, and cups with sprinkles and of course, a cherry on top. I think this small detail definitely sets us a part, it’’s our little staple. People always comment how cute the truck is and how they wish they could do something “like this”. It’s very rewarding to hear something like that, and makes me feel very proud to call it mine.
I am proud of everything we have accomplished over the 4 years in business. We are at a point now where we are talking expansion. Im not quite sure what that looks like, whether its adding more trucks, opening a brick and mortar in addition to the truck, or franchising. I’m always eager to learn more, do more. Time will tell where we go next, and I’m looking forward to it.
Before we go, is there anything else you can share with us?
The food truck industry is booming. If you want to start a business or get into the industry, now is a great time to do so. I have made so many friends over the years, and everyone is willing to lend a helping hand. It’s a community I am happy and proud to be apart of. I also know a few food truck owners who make well over 6-figures, so if you still don’t know what you want to be “when you grow up”, consider this industry. It’s been fun, challenging, and rewarding all at the same time.
Contact Info:
- Website: https://cherryontopmn.com/
- Instagram: @cherryontopmn
- Facebook: @thecherryontopmn
