Add Row 
Add 
The Inspiring Rise of Neil Hershman, CEO of 16 Handles
What do you get when a passionate customer with no prior experience in food service decides to turn his favorite self-serve frozen yogurt brand into a flourishing business? You get an incredible story of ambition and innovation, just like that of Neil Hershman, the newly appointed CEO of 16 Handles. At just 23, Neil ventured into the competitive world of frozen yogurt, and now he’s not just running a chain; he’s reshaping the froyo experience.
From Fan to Franchisee: The Journey Begins
Neil's connection to 16 Handles began as a frequent visitor to the Murray Hill location in New York City. Little did he know that his love for frozen yogurt would launch him into a career in business. In 2019, after realizing that traditional finance was not his calling, Neil took a leap of faith. He bought one franchise using nearly all his savings and a Small Business Administration loan, immersing himself in the operations as he worked full shifts behind the register.
This hands-on approach allowed him to understand not just the business model but what customers craved: a unique, engaging experience. Within just a short time, he expanded to six locations, identifying the brand's potential for innovation.
Revitalizing a Stagnant Brand
By 2022, Neil wasn't satisfied with merely owning franchises; he wanted the entire company. He recognized that 16 Handles had become stagnant under its previous leadership, lacking the energy and innovation needed to grow. He teamed up with YouTube star Danny Duncan to acquire the brand, rejuvenating its strategy and emphasizing creativity in flavor and marketing. Under his leadership, the company saw a resurgence in sales and customer interest, drawing in both loyal fans and new patrons.
Neil's proactive approach includes launching limited-time flavors that play on current trends, from butter beer to black matcha. Each new flavor release spawns excitement and leverages social media to create buzz, allowing 16 Handles to regain its stature as a draw for ice cream lovers.
Entrepreneurship and Consumer Trends
Hershman is not just tapping into nostalgic cravings; he’s aligning his business model with a shift in consumer preferences toward healthier indulgences. While traditional frozen desserts might have aligned themselves more with luxury, Hershman positions 16 Handles as an "affordable luxury," encouraging customers to treat themselves a couple of times a week.
His approach stands in contrast to the industry-wide downturn that’s plagued many frozen yogurt shops since 2016, as technology, taste, and consumer sentiment continue to evolve. Data shows a recent revival in frozen yogurt consumption, attributed to changing preferences for healthier desserts compared to conventional ice cream.
Looking Ahead: Future Aspirations
Neil's vision for 16 Handles isn't just about growing the number of locations but transforming it into a household name. He's already set his sights on increasing the number of stores to 100 in the coming years. With systematic improvements to operational efficiency and a renewed focus on customer engagement, Neil is positioning the brand not only to survive but thrive in an ever-competitive market.
As he puts it, becoming a successful business owner means being able to adapt, taking the calculated risks that come with running a vibrant brand like 16 Handles. Neil Hershman’s journey is proof that passion combined with opportunity can indeed lead to unexpected and delightful outcomes.
Write A Comment