Robyn Sue Fisher: Chief Ice Cream Maker

TL;DR

Liquid nitrogen freezes ice cream at negative 321 degrees Fahrenheit, producing smaller ice crystals and a smoother texture while allowing each serving to be made to order. Robyn Sue Fisher developed this method through years of experimentation, tested demand by selling on San Francisco streets, and built Smitten Ice Cream around product focus, high-quality ingredients, and customer delight.

Transcript

[MUSIC] >> My name is Robyn Sue Fisher. And I'm the founder and chief ice cream maker at Smitten Ice Cream. Started off, actually, at the GSB when I dove into entrepreneurship. And took a bunch of classes in that space and decided to focus on something I loved and was passionate about, and that was ice cream. My goal was to take a product I love an... Read More

Key Insights

• Liquid nitrogen is negative 321 degrees Fahrenheit, allowing the ice cream mixture to freeze extremely cold and quickly. Fisher connected this temperature to smaller ice crystal formation, which could create a smoother texture while making individual servings to order.
• The Brrr machine emerged from two years of repeated experimentation in a basement shop. Fisher and an engineer tested different mixing devices until they produced the prototype of the machine later used to make ice cream at Smitten Ice Cream.
• The Brrr machine uses a double-helical mixer that scrapes its surfaces as it operates. This mechanical design helps create exceptionally small ice crystals, supporting the smooth texture that Fisher identified as central to improving the finished product.
• The machine's proprietary software controls viscosity and dosing while providing real-time feedback. It is designed to recognize when it has produced the desired scoop and then stop automatically, combining freezing science, mechanical mixing, and software control.
• Street selling provided a direct test of whether customers wanted the product. Fisher spent nine months serving ice cream in San Francisco streets, alleys, and parks before growing lines and daily sellouts generated enough momentum for a permanent shop.
• The first Smitten Ice Cream shop was constructed from a 40-foot recycled shipping container cut in half. One section became a small kitchen, while the other became an open retail bar where customers could watch four Brrr machines operate.
• A small menu allows Smitten Ice Cream to concentrate on doing one thing as well as possible. Fisher says this focus makes it possible to select the best ingredients and work toward making every flavor as perfect as the team can.
• Love for the work sustained Fisher through several years without significant success. Her entrepreneurial advice is to pursue something personally meaningful rather than merely a business idea, because genuine commitment helped her continue until success began in year four.

Questions & Answers

Q: How does liquid nitrogen make ice cream smoother?

Liquid nitrogen freezes the ice cream mixture at negative 321 degrees Fahrenheit. Fisher explains that colder freezing can produce smaller ice crystals, and smaller crystals can create a smoother texture. The extreme cold also makes it possible to prepare ice cream to order. At Smitten Ice Cream, this freezing method works together with specialized mixing equipment to produce each scoop.

Q: How did Robyn Sue Fisher develop the Brrr machine?

Fisher began experimenting with liquid nitrogen while attending Stanford Graduate School of Business, even sourcing a tank and making ice cream in her backyard. After school, she spent two years in a basement shop with an engineer, repeatedly making ice cream and testing different mixing devices. Their work eventually produced the prototype of the Brrr machine used at Smitten Ice Cream.

Q: What does the Brrr ice cream machine do?

The Brrr machine freezes fresh ice cream with liquid nitrogen while a double-helical mixer scrapes its surfaces to help create exceptionally small ice crystals. Proprietary software controls viscosity and dosing and gives real-time feedback during production. The machine recognizes when it has created the desired scoop and stops automatically, while customers can watch the process and surrounding nitrogen vapor.

Q: How did street selling help launch Smitten Ice Cream?

Fisher used a Radio Flyer wagon to carry a 40-pound stainless steel device and a tank of liquid nitrogen. For nine months, she sold ice cream in streets, alleys, and parks around San Francisco. The experiment let her determine whether the concept would work. Eventually, the business attracted repeated lines, sold out every day, and gained enough momentum to open its first shop.

Q: What is unusual about the first Smitten Ice Cream shop?

The Hayes Valley shop is built from a 40-foot recycled shipping container that was cut in half. One half serves as a tiny kitchen, and the other functions as an open retail bar. Four Brrr machines sit along the front bar, allowing customers to interact with the experience and watch their own ice cream being made in front of them.

Q: Why does Smitten Ice Cream keep its menu small?

Fisher believes it is extremely difficult to do two things better than anyone else, so the business concentrates on one product and tries to make it as well as possible. A small menu supports that focus by allowing the team to select the best ingredients and devote attention to making every flavor as close to perfect as it can be.

Q: Why did Robyn Sue Fisher choose ice cream as her business?

Fisher wanted to pursue something she loved and improve a product that already mattered to her. Ice cream had brought her family together and created delightful moments in the day. After working in consulting with biotech, health care, and large companies, she also wanted work that felt more personal and produced a direct human reaction from customers.

Q: What entrepreneurial advice does Robyn Sue Fisher give?

Fisher advises entrepreneurs to pursue something they love, not merely a business idea. She says she did not experience real success until year four and doubts she could have continued without caring deeply about the work. Her experience suggests that personal commitment can provide the persistence needed through experimentation, uncertain demand, street selling, and the long period before a business gains momentum.

Summary

Robyn Sue Fisher, the founder and chief ice cream maker at Smitten Ice Cream, shares her journey of starting the company and her passion for creating the best ice cream possible. She discusses the science behind ice cream and the importance of freezing it at extremely low temperatures to achieve a smooth texture. She also talks about her experimentation with liquid nitrogen and the development of their ice cream machine called Brr. Robyn recounts her early days of selling ice cream on the streets of San Francisco and the success she eventually achieved. Smitten Ice Cream now has a unique shop made from a recycled shipping container, where customers can witness the process of ice cream being made right in front of them.

Questions & Answers

Q: How did Robyn Sue Fisher start Smitten Ice Cream?

Robyn started Smitten Ice Cream while attending the GSB, where she focused on entrepreneurship and realized her passion for ice cream. She wanted to take a product she loved and make it even better. Robyn researched the science behind ice cream and discovered that the size of ice crystals greatly affects its quality. Freezing the product at extremely low temperatures results in smaller ice crystals and a smoother texture. She began experimenting with liquid nitrogen and making ice cream in her backyard while sourcing a tank of liquid nitrogen from GSB.

Q: How did Robyn develop the ice cream machine known as Brr?

Robyn spent two years working in a basement shop with an engineer, experimenting with different types of mixing devices to perfect the ice cream. They eventually developed a prototype of the machine now used in Smitten Ice Cream shops, which they named Brr. The machine uses a double-helical mixer that scrapes every surface, creating exceptionally small ice crystals and ensuring a smooth texture. It also has proprietary software that controls viscosity and dosing. The machine gives real-time feedback and knows when it has created the perfect scoop.

Q: How did Robyn promote and sell her ice cream in the early days?

Robyn wanted to prove that she was taking a wholesome approach to ice cream, despite the modern look of her product. To transport the ice cream and the 40-pound stainless steel machine, she came up with the idea of using a Radio Flyer wagon. She sold ice cream on the streets, alleys, and parks of San Francisco for nine months. Initially, she was unknown, but as lines and demand grew, she garnered attention and eventually opened her first shop in Hayes Valley, San Francisco.

Q: What is unique about the design of Smitten Ice Cream's shop?

The shop is built out of a 40-foot-long recycled shipping container. It is divided in half, with one half serving as the tiny kitchen and the other half as the open retail front bar. On the front bar, customers can see four of the Brr machines in action. The machines generate a fog of nitrogen vapor, creating a visual spectacle. The shop design allows customers to witness the ice cream-making process and experience the unique environment.

Q: How does Smitten Ice Cream ensure the quality of its products?

Smitten Ice Cream focuses on doing one thing exceptionally well. By keeping a small menu, they can carefully select the best ingredients and ensure that every flavor is made to perfection. The smaller menu also allows them to maintain high-quality standards and prioritize customer satisfaction. Smitten Ice Cream aims to create an experience where customers can enjoy natural-tasting ice cream and have full transparency regarding the ingredients used.

Q: What do customers appreciate about Smitten Ice Cream?

Customers often mention the natural taste and smooth texture of Smitten Ice Cream. The ice cream is known for being very cold, a result of the extremely low temperatures at which it is frozen. People also appreciate Smitten Ice Cream's transparency about the ingredients used in their products. Being able to see where the ice cream comes from and having full disclosure about the ingredients create a positive customer experience.

Q: What motivated Robyn to start Smitten Ice Cream?

Robyn wanted to pursue something more personal and meaningful than her previous work in the consulting world. Ice cream has always been a source of joy and togetherness for her and her family, and she wanted to create delightful moments in people's lives. She advises entrepreneurs to follow their passions and pursue something they truly love, rather than just a business idea. Robyn emphasized that her dedication and love for what she does were crucial for the success she achieved.

Q: What advice does Robyn have for entrepreneurs?

Robyn suggests that entrepreneurs go after something they genuinely love rather than merely a business idea. She shares that she didn't experience real success until the fourth year of her journey with Smitten Ice Cream. The challenges and setbacks would have been difficult to overcome without genuine passion for her work. Robyn wears many hats in her role, but ultimately, her goal is to make people happy through the ice cream they enjoy. She finds joy in seeing the smiles on her customers' faces and feels grateful for the path she has taken.

Takeaways

Robyn Sue Fisher's journey with Smitten Ice Cream showcases the success that can come from pursuing one's passion. By focusing on creating the best ice cream possible, utilizing innovative techniques like liquid nitrogen, and maintaining high-quality standards, Smitten Ice Cream has become a popular destination for ice cream lovers. The combination of natural flavors, transparent ingredient sourcing, and customer experience sets them apart from others in the industry. Entrepreneurs can draw inspiration from Robyn's story and the importance of dedicating oneself to something they genuinely love.

Summary & Key Takeaways

• Robyn Sue Fisher left consulting after studying entrepreneurship at Stanford Graduate School of Business and chose to improve a product she genuinely loved: ice cream. She investigated how freezing temperature affects ice crystal formation, then experimented with liquid nitrogen because colder freezing could produce smaller crystals, a smoother texture, and made-to-order servings.

• Fisher spent two years after business school working with an engineer in a basement shop, repeatedly testing mixing devices. Their experiments produced the prototype for the Brrr machine. She then transported the 40-pound stainless steel device and a liquid nitrogen tank in a Radio Flyer wagon while selling throughout San Francisco.

• After nine months of street sales, growing lines and daily sellouts created enough momentum to open Smitten Ice Cream in Hayes Valley. The shop uses a recycled shipping container, displays four Brrr machines, offers a deliberately small menu, and lets customers watch fresh ingredients become exceptionally smooth ice cream before them.