Client Case Study

Mashti Malone’s Ice Cream

Even as a kid growing up in Iran, Mashti Sirvani had a deep affection for ice cream. Coming from a family of restaurateurs, Mashti began making ice cream and sour cherry sharbat – a form of sorbet – at an early age in his uncle’s ice cream store.

After immigrating to the U.S. during the 1979 Iranian Revolution, Mashti worked as a chef in one of Los Angeles’ first Persian restaurants. But he was still hopelessly fascinated by the magic of ice cream and decided to make that wonderful treat the focus of his career. In his words, “I wanted to be in the happiness business.”

With only a few dollars to his name, Mashti bought an existing ice cream shop called Mugsy Malone’s. Then, to save money on the large store sign, he merely changed “Mugsy” to “Mashti”…and L.A.’s most famous ice cream shop was born!

Strategy

We launched the ice cream store in Westwood and let as many people as possible in the neighborhood know about the new store.

Process

To generate more reviews, we created a social media campaign that rewards customers with extra toppings for checking into yelp and Facebook. We created branding around their existing Mashti Malone Mascot. We created graphics about social distancing
We did menu consulting and design and created an entirely new menu, overhead menu, and online menu.

Creative

Results

Very successful launch on their grand opening with a line out the door. The new store has already broken sales record over their more established store in Hollywood.