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Although Mister Softee's iconic jingle and instantly recognizable truck have become part and parcel of New York culture, the famous franchise has never before operated a brick-and-mortar shop. That all changed this past week, when the first-ever Mister Softee store debuted in East Islip on Long Island at 195 Carleton Avenue, about an hour-long drive from midtown Manhattan.
The new space comes courtesy of Jimmy Ilya, who has been owning and operating the trucks all throughout the U.S. since 2007.
Inside, customers will get to choose from over 40 flavors of ice cream and classic Mister Softee staples like shakes, sundaes and banana boats. Expect a slew of new products as well, from crepes to ice cream burgers and different types of hard and soft-serve ice cream.
In a way, the new permanent Mister Softee pays homage to the history of its address: the business took over the space previously occupied by Pam’s Ice Cream Shoppe, which closed back in January after 40 years in business.
The news comes as the franchise, which once operated over 2,000 trucks across 38 states at its peak in the 1960s, now deals with a shrinking number of mobile locations nationwide. According to ABC, there are now around 630 Mister Softee trucks serving treats in 21 states.
"Competition and rising costs are hurting sales," reported the outlet. "Counter-intuitive factors like increasingly hot weather are also denting business. And broader social trends—like the shrinking sizes of American families and even the advance of technology—play a role, too."
If it's the traditional Mister Softee experience that you are still after every summer—hearing the jingle, running to the street and enjoying your soft-serve under the sun—consider downloading the company's app. It includes an interactive map showing the exact locations of all the trucks.