Do You Prefer a Cold Stone or a Marble Slab?

Have you ever been to a Cold Stone Creamery? If not, set aside some time and check it out - there’s one in the Old Port. They have delicious ice cream, and it’s a fun, entertaining experience. Employees seem eager to serve you, and they are fun and interactive. The ice cream is top notch, and they mix it with any candy or sauce you want. I’m something of an ice cream connoisseur, and I think 5 bucks for a dish of ice cream is worth it.

Have you ever been to Marble Slab Creamery? Didn’t think so. There aren’t any around in Maine. They offer essentially the same product as Cold Stone- top grade ice cream mixed with goodies in front of the customer on a cold marble slab. While still expensive, Marble Slab charges 10-20% less than Cold Stone.

Here is where it gets interesting. Marble Slab was started first, in 1983, while Cold Stone was second to market in 1988. Wouldn’t it make sense that the company that charges less for the same product and was first to market would get more customers and thus grow faster? How can the one that charges more for the same product have far more customers and locations?

I happened to be in a city that had a Marble Slab creamery. Being a lover of Cold Stone, I thought this was a tongue-in-cheek knock off. I had no idea it was the other way around! After visiting the Marble Slab, i have a few guesses as to why they are in a distant second place:

1. There was no “fun” experience.
2. There was only one server behind the counter.
3. There was no interaction between customer and server.

Yes, the ice cream was very good, and I would go to a Marble Slab again- if there was no Cold Stone in town.

Apply this to your business. Are you stuck selling the same thing as one or more competitors, and lowering your price to stay alive? Try adding value to your product. Exceptional service, experience, and the feel of your business, and more can all add value that people will pay real money for. Some of these enhancements may cost you little to no money, but allow you to charge more and beef up your margins.

Now, before I wrap this up, let me be clear. I’ve not been to more than one Marble Slab creamery in my life. I don’t know if all of them are like the one I went to. I have, however, been to several Cold Stones, and they were all essentially the same. So, at the very least, Cold Stone has probably established a more consistent brand. A quick Google search found a lot of people agree with me. An article on Associated Content tested both ice cream shops head to head, and the author declared Cold Stone the clear winner.

Both stores have tag lines that prove my point. Marble Slab’s is “The freshest ice cream on earth,” while Cold Stone’s is “The ultimate ice cream experience.” Bottom Line: Marble Slab sells fresh, delicious ice cream. Cold Stone sells fun.

Mike Freeman
Fun Loving Ice Cream Connoisseur

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