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Singing was really popular at the beginning of my time at the store, but toward the end, the culture shifted. Yes, the short and sweet one: “We got a dollar, we got a dollar, hey hey hey.” I would speed it up and sing really fast, to get it over with. People already want to buy ice cream from me.ĭuring your nine years at Cold Stone, did you have a go-to song when you were tipped? As a creator, you come in with this group of people who already want to buy a product from you, and you just have to place it in their hands. The hardest part of starting a business is building an audience. And the best way was to open my own shop, so I could create my own rules.
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Within 60 days, I hit 1 million TikTok followers.Īs I grew my platforms, I was trying to figure out how to get back to my roots, because I had to quit my job to fully commit to the videos. A week after that, I posted a video that got 8 million views within a day, called “ Your First Day at Cold Stone,” teaching the audience how to work there. The first video that took off was me making an ice-cream cake for my sister’s virtual graduation. I was trying to find ideas for content, and I was working all day, so I thought I might as well record there. How did that evolve into opening your own ice-cream shop?ĭuring the lockdown, in May 2020, I started posting short-form videos and I realized, This is going to be bigger than I ever thought it could be.
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Lemay perfected his own technique during a nine-year stint at Cold Stone Creamery, and says he was further inspired by the playfulness of Turkish ice-cream vendors.īut the question remains: Why throw the ice cream? Well, that’s what we wanted to know, so we took a tour of the Bleecker Street storefront with Lemay and asked him to explain how he plans to translate social virality to brick-and-mortar success. When it opens in Noho this Friday, the new employees will - as the name suggests - be expected to fling orbs of ice cream into the air before serving them to guests. Lemay reports he got 70 applications off the video, and subsequently hired 15 people to work at Catch’n. “We’re gonna smash it down, and chop-chop, fold-fold it all together, throw it up into a cup, and hand it over.” “Right where this giant hole is, will be our slab,” says Lemay, as he mimes tossing a ball of ice cream onto a surface. Now, as he explains in the video, he’s opening his own ice-cream shop in Manhattan. The 25-year-old currently boasts 11.2 million followers on TikTok, 3.69 million subscribers on YouTube, and over 300,000 Instagram devotees. “You wanna work here?” begins narration over a 32-second TikTok video, posted by the popular creator Dylan Lemay. There are plenty of postings for New York food jobs these days, but the call for applications from a new shop called Catch’n Ice Cream looks a little different.
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Dylan Lemay, throwing some ice cream at Catch’n.