Ice Cool Ambition

Ice Cool Ambition

Just over five years ago, the first branch opened in Bradford of a unique new concept in restaurant dining based around a desserts-only menu – and customers were queueing down the street to try it on opening day.

Icestone Gelato was born, and since then the company has flourished, opening up franchises around the country, and it is now looking to the global market.

Since opening that first outlet on Great Horton Road, Icestone has developed from an experimental concept into a thriving national operation, with outlets in Leeds, Manchester, Birmingham, Wolverhampton and many other towns and cities in the UK.

And CEO Mahboob Hussain has ambitions that are far wider. As well as wanting to expand globally, with his sights on the Asian market, he wants to eventually see more than 100 Icestone Gelatos in the UK so, as he puts it, ‘everyone can have the Icestone experience in their home town or city’.

Mahboob set up the company with his four brothers as what he describes as an ‘experiment concept’.

“The first day we opened people were queuing down the street and the demand never waned… it grew. We did not expect this level of response. It was just a trial that grew into a rapidly scaling business that now has 18 outlets and counting,” he said.

Bradford born and bred, Mahboob says he has always had an entrepreneurial mindset. “I enjoyed selling and I was good at it.

“I started my first business at 13 selling used cars with my brother. I didn’t know exactly what I wanted to do but I knew I wanted to work for myself and be successful,” said the 38-year-old.

The unique concept behind Icestone was to offer desserts in a restaurant setting – and it is one that quickly proved successful.

Mahboob said: “I saw a gap in the market for a dedicated desserts restaurant and sought to fill it.

“Icestone is an experience. It is the ultimate dessert indulgence – whether dining in one of our restaurants or getting a delivery to your home.

“We were the first dedicated dessert restaurant in the North of England. We manufacture genuine Italian Gelato in our factory and produce the highest quality desserts for our customers. Everything from the products to our much renowned restaurant interiors make us unique.”

“Great Horton Road was our first store. We also have our Leeds Road store in Bradford and our delivery unit. We now have 18 outlets in total across the UK and they all can be found online at www.icestonegelato.co.uk

“We plan to open more this year moving further South and into Asia. More information will be released later this year.”

When asked about the secret of the company’s success, Mahboob says it is down to a combination of different things.

“You need the right concept and product, the right timing and a good team. Everything has to be right and not just one thing can take precedent over the other. I also believe all success comes from God and without him none of this would be possible.”

“I think outside of the city, Bradford gets a lot of negative press but personally, I love my city. There are a lot of talented individuals and exceptional entrepreneurs from and in Bradford,”

Mahboob Hussain

One area Mahboob recognises as vitally important is maintaining quality control across the franchises, particularly as the brand expands and increases its reach.

“It is of upmost importance. Franchises carry our brand name and we see our franchisees as our business partners! We offer intensive ongoing support and training from our management team to all of our franchises,” he said.

“We manufacture all of our products in house and they are distributed to our franchises like any of our stores. We provide the highest level of training and have stringent quality control measures in place that are consistent from store to store.”

He also relishes the opportunity to keep his hand in by working in the stores on occasion – and sampling potential new dishes.

“My role as CEO is very varied. No two days are the same! Some days I am working in our head office, some days I’m on the road. I oversee our management team and make sure the business is running smoothly.

“I like to visit our stores and sometimes even work in them. I think it boosts staff morale to know their CEO is working with them, shoulder to shoulder. I also like to know what is happening on all levels,” he said.

“And yes – I do taste the dishes before the go on to the menu. I also like developing new flavours in our factory. It’s one of the perks of the job!”

When asked about how he sees Bradford – and how it is perceived by those on the outside – he is passionate about his home city.

“I think outside of the city, Bradford gets a lot of negative press but personally, I love my city. There are a lot of talented individuals and exceptional entrepreneurs from and in Bradford,” he said.

“Being honest, it is tough to do business in Bradford. But in the current economic climate, it’s the same for everywhere else. I’d like to see more young people from and in Bradford setting up businesses and being successful. It would be great to see Darley Street reformed and something positive to be done there for businesses and the community.”

He admits he does have a sweet tooth – his favourite dessert on the menu is the Red Velvet Cheesecake – although he stresses this was not a driving factor in setting up the business.

When asked about his ambitions and where next for Icestone, Mahboob said: “My ambition is to have at least 100 stores across the UK. Everyone should be able to have the Icestone experience in their local town or city. I’d also like to expand our ever-growing range of desserts and drinks… so watch this space!”