Bell The Ice Cream Truck
Leasing Format: Kiosk
“"It's amazing that Westfield has allowed us to do this. It's not your typical rectangular kiosk or storefront that you see in an indoor mall. I think they saw that this would bring something special to the mall."”
Westfield’s latest opening, Bell the Ice Cream Truck has opened at Garden State Plaza, bringing its local flare and delicious artisan flavors along with. Created by New Jersey entrepreneur and 30-year ice cream industry professional Ray Amano and his partner Frank Itak, Bell offers 11 flavors of soft-serve ice cream that can be purchased as a cup, cone or shake.
How Bell made the journey to Westfield:
Discovered at a local food truck festival, it was immediately clear that Amano’s truck would make a great addition to Garden State Plaza. As part of Westfield Mall Retail’s local and artisan initiative, Bell the Ice Cream Truck adds to a diverse kiosk and pop-up program that puts top priority on shopper experience. Complete with a custom designed replica of the 1964 ice cream truck that Amano drove on his first very first job, the kiosk occupies a prime wall shop location adjacent to the food court.
Why Westfield shoppers can’t get enough of Bell’s delicious ice cream and unique design:
In its first weeks of business, the truck has had long lines of eager shoppers, many of whom stop to pose for pictures with the unique storefront. With a built-in flat screen TV that depicts the animated story of Bell and her journey to Westfield, the design of the store is as much a part of the experience as the ice cream itself.
What compelled Bell to partner with Westfield:
Amano’s ice cream truck isn’t the only food truck that can see success, though. With both permanent and temporary spaces available, Westfield Mall Retail provides growing businesses a way to build brand awareness and grow their customer base. In fact, the results from Amano’s first month in business have him confident enough to start scouting a second location!