15, it’ll be a match made in influencer heaven, two social media darlings joining forces to dominate a selfie-conscious world. We found Afters to be the most playful.”Ĭontact Heidi Knapp Rinella at Follow on Twitter. When Afters Ice Cream opens with Virgin Hotels Las Vegas on Jan. “We definitely wanted a high-quality, playful ice cream offering,” Bosworth said. Merch includes sweatshirts emblazoned “Off-Diet,” “Anti-Diet Diet Club” or “Diet Starts Tomorrow,” and future locations are teased with “Ruining diets here soon.” “A lot of childhood memories went into the brand.”Ī lot of cheekiness, too, and plenty of cool factor, starting with the fact that headquarters is in surfer mecca Huntington Beach. “We kicked around adding your favorite cereals,” he said. Nghiem said cereal-craving millennials can choose their own varieties, such as the Afters-made cornflakes that are a natural with the Milk and Cereal ice cream flavor. “Then we actually seal it back up and heat it up, for a hot/cold effect,” he said. Nghiem said The Milky Bun is sort of like a glazed doughnut but with increased density to enable it to endure being overstuffed with ice cream and cereal. There’s an option to get any of them tucked inside The Milky Bun, which is the topic of much of the shutter-clicking. We like things that are current and relevant and are kind of untraditional, but good flavors that are very popular or cater to the international palate.”Ĭurrent flavor offerings at Afters, which has 27 locations in Southern California, include Jasmine Milk Tea (with the cheeky subtext “Because you kind of dig Asian stuff”), Cookie Butter (“Trader Joe’s Loves Afters”), Vietnamese Coffee (“Black coffee is boring”) and Cookie Monster (“All kinds of cookies & cream & fudge & yeah”). “Our flavors aren’t the most traditional. “It’s the counterculture to what you would normally expect from a corporate ice cream shop,” he said. Scott Nghiem, owner and CEO of Afters, confirms that “playful” runs strong in the company’s DNA. and some former colonies) to be “colorful, delicious, fun, floppy.” He said they were looking for a “playful” ice cream offering and found the Southern California-based Afters (a term for “dessert” in the U.K. It’s always in front of you and reminds you that we have a variety of culinary offerings from fine dining to approachability, and at all different price points.”
The vast majority of our food and beverage operations have significant Instagram reach. Company Description: Afters Ice Cream is located in Long Beach, CA, United States and is part of the Restaurants and Other Eating Places Industry. “What we love about their Instagram reach is how it literally feeds the ecosystem here. “Their Instagrams are just incredible,” said Richard “Boz” Bosworth, president and CEO of the resort.
When Afters Ice Cream opens with Virgin Hotels Las Vegas on Jan. The most popular Milky Bun is the Cookie Monster, vanilla ice-cream base with Oreos, chocolate chip cookies and chocolate fudge.
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