I scream, Ice Cream

I went to Baskin Robbins to look at the food culture around ice cream. One of the first things I noticed when I walked in was the friendliness of the staff, they greeted me with a friendly smile, asked how my days was going, if I wanted to taste something etc. the entire time I was looking to order they kept in friendly conversation. The environment of the shoppe was also very friendly and welcoming, playing off different shades of blue and pink. I noticed something smelled really good and when I asked them what it was they said it was fresh baked waffle cones. I saw that they had a number of cones already and I asked why they were still baking them, and the boy on the other side of the counter told me the smell helps them up their waffle cone sales. While eating my ice cream, I noticed that the vast majority of customers were either families with children or elderly people. Very few people came into the shoppe by themselves, and when they did they often got multiple items to take with them for other people. One interesting thing I noticed was that two demographics seemed to consume the majority of four different flavors: Nutty Coconut, Pralines n' Cream, Butter Pecan, and Pistachio Almond, the elderly and people of Latin Origen. I also thought it was funny how when parents would let their children choose flavors, the majority of children chose based off of color instead of taste. A little kid would be just as content with Strawberry, Cherry, or Bubble Gum as long as it was pink in color. I also looked at their ice cream cakes, I noticed that on the higher shelves were cakes that would appeal more to adults, while on the lower shelves were the cakes with toys that small children would appreciate. The music in the shoppe was either 93.3 or 95.7, depending on which ever one wasn't on commercial. I believe the music to be the direct result of the under 20 staff. I noticed that when couples without kids came in, they would often get their ice cream and leave, while couples with kids would sit and eat in the restaurant. I thought it was interesting that they only had two sugar free options, and while neither was very good, it seemed either weight conscious women or older diabetic people would often get it. Another expression I heard fairly often by both the staff and the customers was "treat yourself" these people often got larger portions than people who did not say or hear this statement. I think the idea of treating oneself is the best way to sum up the culture behind ice cream. Ice cream culture entails treating oneself to a number of different things: family, friends, sweets, etc.. It seemed to me that the most important aspect of Baskin Robbins was the social aspect. Very rarely did people ever get an ice cream treat for just themselves, but rather the majority of customers came in groups. The customers seemed to want to spend time with one another just as much as they wanted to enjoy a sweet treat. Ice cream culture is also a very open culture. It was not uncommon for strangers to talk to each other while sitting at different tables; a couple of times strangers would even sit at the same table to converse. This was amazing to me, that ice cream has the power to bring together people regardless people's different identities. Ice cream created a community where people could talk openly and freely, simply content to just enjoy the company of one another. Ice cream culture also seemed important to adults because it helped them maintain a fun and childlike innocence. As said by the Associate Dean of Business at the University of California, Warren H. Schmidt, "In the moments of greatest pride, Baskin-Robbins is composed of those who contribute in a special way to our fellow humans—helping to nourish that quality of childlike enjoyment, which is perhaps the most precious and hopeful part of our humanity" (baskinrobbins.com). I think this sums up ice cream culture perfectly. Ice cream is that American summer treat. It was the treat enjoyed by every socioeconomic class of Americans 75 years ago, and it is the treat enjoyed by every socioeconomic class of America today. Ice cream is more than just a treat, it is a reminder of how important family, friends, and community are; not only in food culture but in American culture as well. And that I think, is the beauty of ice cream culture.