On Sept. 16, 2025, Columbus, Ohio-based Jeni’s Splendid Ice Creams announced its decision to franchise through its Fellowship Model, a framework focused on building local community and bringing people together. The move will allow the brand to continue its growth intentionally, while planting roots in new communities across the country.

Bock tells Dairy Foods the decision to franchise "came together gradually." "It has always been on our road map as a growth opportunity. The question we had to answer was, ‘How could we franchise in the same way Jeni’s has grown in the past?’ We are very protective of the culture and brand we’ve built. Sometimes franchising can be a force for good, and sometimes it can be the opposite.

"We’re selective about who we bring on as franchisees," he continues. "Culture fit is critical. Franchising allows us to bring Jeni’s to more communities than we could through company-owned locations alone."

Chief Marketing Officer Scott Hargrove adds that Jeni’s already delivers an immersive brand experience through its scoop shops, supported by wholesale distribution. "A franchise system works well because franchisees understand their local markets and bring deep knowledge of their communities," he says.

The vetting process

Deciding to franchise is a significant undertaking for any company, requiring careful consideration of multiple factors, including revenue models, site selection, and, most importantly, selecting the right franchise partners.

According to Hargrove, Jeni’s takes its franchisee vetting process seriously. "It won’t work if they don’t understand who we are," he says. "They have to be fully committed to quality and to giving back to the local community. The scrutiny we apply before granting a franchise is rigorous. One of the first questions we ask is, ‘Do they truly understand the brand?’"

Since the Sept. 16 announcement, interest has been strong. In fact, Bock says he has been "overwhelmed" with inquiries. "Six days a week, I’m taking what we call introductory calls," he explains. "They’re typically 30 minutes and focus on what candidates know about Jeni’s and where they would want to open a shop."

In his more than 20-year career, Bock says he’s learned a great deal about potential franchisees based on the questions they ask. "When we first talk about franchising, we don’t discuss numbers," he says. "We don’t talk about how much money they’ll make or expected returns. Anyone focused on the financials first isn’t the right fit. What matters to us is why they want to franchise and why they want to bring Jeni’s to their community. Alignment with our culture, values and mission is essential."

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The training process

On average, it takes about a year to open a new Jeni’s franchise location. Based on the most recent Franchise Disclosure Document, interested franchisee candidates can expect a total initial investment ranging from $696,000 to $1.265 million.

Once selected, franchisees participate in five formal milestone training sessions. "We also have informal training, including biweekly calls to ensure we’re staying on track," Bock says. "I often say we have two lines of business, ice cream and real estate. We can’t get real estate wrong, so we work closely with franchise partners to identify the right locations."

Jeni’s also applies insights gained from opening more than 90 company-owned scoop shops. "That experience helps franchisees make more informed decisions," Bock adds.

Once a franchise location opens, customers will be unable to distinguish between company-owned and franchise shops. "We’re heavily involved in every aspect of store design," Bock says. "From a flavor perspective, franchisees are required to carry all of our classic flavors, as well as our seasonal and limited-time offerings. [For example], If you walk into our Mason, Ohio, location, the experience and flavors are the same as in any other city."

Bock, whose favorite Jeni’s flavor is Pink Bubble Gum, emphasizes that franchising will not replace company-owned growth. "This isn’t an ‘or’ strategy, it’s an ‘and’ strategy," he says. "We’re focused on opening three franchise locations this year, followed by 10 in 2027. That’s considered a slow rollout in the franchise world, but we believe it’s the right approach because we want to fully support our first partners."

This measured pace allows Jeni’s to learn what works well and identify areas for improvement. "That’s core to our Fellowship Model," Bock notes. "It’s a 360-degree communication approach where the entire team contributes to the success of franchisees. We can’t do that effectively if we grow too quickly."

"We’re focused on quality over quantity," Bock concludes. "As we enter the franchise space, I believe our culture will be strengthened by incorporating new perspectives from franchise partners. It will ultimately make the Jeni’s brand even stronger."