Ice cream with caviar for $100: How a local business conquered the USA
In Hopkins, Minnesota, customers queue for artisanal ice cream despite premium prices. This success reflects shifting American spending habits and a growing desire to support local businesses in an increasingly automated world.
In the town of Hopkins, Minnesota, customers stand in line for ice cream cones priced at about $15 — a phenomenon that repeats itself regardless of whether it is a sunny summer day or a freezing winter afternoon. This is not unique to this town, to the local "A to Z Creamery" chain, or even to ice cream in general: it reflects a complex and multi-layered American economy.
The story of A to Z is a familiar one: a "passion project" from the COVID era that evolved into a side hustle and eventually a thriving business. In 2020, when Zach Vorra's job as a salesperson was put on hold due to the pandemic, he began documenting on social media the unique ice cream he crafted with a small machine received from his mother. "My mission at first was to create unique flavors that you can't usually find in ice cream shops or supermarkets," Vorra told CNN. As his following grew, so did the demand, leading Vorra to develop a "drop" model — limited orders for pickup in public spaces.
The success of such businesses is not just a matter of timing, but reflects a broader shift in American spending habits. Funds previously earmarked for entertainment and dining out shifted during the pandemic toward furniture, electronics, and social media trends. When restrictions were lifted, this spending did not stop; it changed direction as some Americans adopted a "You Only Live Once" (YOLO) approach, manifesting in the purchase of unique, limited-edition experiences like the cones from A to Z.
Simultaneously, the wealth gap in the US has deepened. Five years of rising inflation, coupled with rising home values and a booming stock market, have shaped a "K-shaped" economy where high-income Americans continue to spend freely, while low-income earners feel increasing pressure on their family budgets. While the demand for luxury items — such as a $100 special from A to Z featuring champagne, caviar, and gold-leaf-covered sourdough — might seem like mere elite indulgence, Vorra explains it differently:
"It shows that people still value unique experiences and are willing to spend on something unforgettable that brings them joy."
Beyond the economic trend, there is a human aspect: new businesses like Betty Jo's Creamery in Brooklyn were born from a desire to step out from behind the screen and create "something real" in a world flooded with artificial intelligence. "Artificial intelligence can certainly help us grow the business one day, but it cannot make ice cream," said Maddie Nellen, one of the founders, emphasizing the importance of preserving a human element. Many customers also note a desire to spend locally and support small businesses in their community, even at a premium price.
