Ice cream and cookies and cookie ice cream at Social Club Creamery
Cole Gaude knew his ice cream business in Concord was facing a turning point last fall, when all three soft-serve ice cream machines at his shop broke down simultaneously.
“They’re very sensitive machines and we had three of them because that’s all we used to do — soft-serve,” Gaude said. “We had three machines that we bought pretty much within a week of each other. They were all brand new and they all broke pretty much the same week, a couple of days apart.”
Hard decisions had to be made.
At the same time, Gaude and his team had a different type of ice cream shop up and running in Laconia, the Social Club Creamery, which specializes in small-batch homemade hard ice cream and cookies.
“We said, ‘Why not make the swap [in Concord],’” Gaude said. “We decided we had to move in a different direction.” The Concord store was rebranded as a second branch of the Social Club Creamery, and switched to a very different ice cream philosophy.
“We’re a small-batch ice cream shop,” Gaude said. “We make everything ourselves. We make the ice cream. We make all the things that go in the ice cream — honeycomb candy, butter cake, brownies, things like that. Our first location in Laconia has been sending everything to Concord.”
The two locations complement each other. The Laconia location has very limited seating for customers to eat in it.
“We only have about four seats in that shop,” Gaude said. “We had to make as much room for a kitchen as possible. Of the 970 square feet, roughly 750 feet of that is kitchen.” The Concord location, on the other hand, has very little kitchen space but has 36 seats inside and another 20 outside. “That’s a pretty large seating area, so a lot of events happen there. A lot of sports teams go there after they’re done practice.”
The new setup has allowed Social Club to sell walk-in customers on its particular point of view of ice cream flavors.
“We have 16 flavors overall,” Gaude said. “Twelve of them are always on the menu; they never change. That’s stuff like vanilla, chocolate, strawberry, peppermint patty, things like that. And then every month we have four seasonal flavors. Right now we’re doing a Travel Series. It’s based on different foods from around the world — Italy, Greece, Asia and Mexico.”
The Italian-inspired item is a Pistachio Cannoli ice cream with a ricotta base.
“We take cannoli shells,” Gaude said, “we twice-bake them with some butter, sugar, a little salt, and some milk powder, and then we make a homemade pistachio drizzle that we swirl through the ice cream. It’s a good one.”
The Mexican-inspired ice cream uses a dulce de leche base, with homemade, deep-fried churros, and a dark chocolate swirl. A mango sorbet represents Asia, and the Greek-inspired offering is a baklava ice cream.
“We partnered with a local Greek bakery,” Gaude said, “and the owner provides us with trays on trays of her homemade baklava. We cut that up and then we put it into a honey-base ice cream. That one’s been the most popular this month. It’s just incredible.”
The baklava ice cream might be the most popular of the special flavors, but it doesn’t touch the popularity of Social Club’s best-selling ice cream.
“Our most popular flavor is the Cookie-Cookie-Cookie Dough,” Gaude said. “The ice cream itself has a cookie dough taste, then we make our special homemade cookie dough — which doesn’t have eggs and uses heat-treated flour, so it’s safe to eat — and then we chop up the chocolate chip cookies we sell, and throw those in as well. It’s been hugely popular. It counts for like 30 percent of our sales overall. It’s a high-selling flavor; it’s cool. But it’s a lot of cookies.”
Social Club Creamery
138 N. Main St., Concord, 333-2111
Open seven days a week, 1 to 9 p.m.
socialclubcreamery.com
Also at 51 Elm St., Laconia, 619-5098.