SAN ANTONIO - As quickly as Blue Bell could stock the freezers, folks in Brenham were scooping it up. And that was before breakfast.
After nearly five months of manufacturing shutdown due to listeria concerns, the creamery launched its rollout Monday in the Brenham, Austin and Houston areas. No specific date is set for San Antonio stores, but is expected to be in mid-September.
The trucks were greeted with cheers before dawn.
I told my husband that Im more excited for Blue Bell and what it means for this community than I am about the ice cream, Brenham resident Nancy Fritz said.
The store limit was four per customer. In the first 15 minutes, 261 half-gallon tubs had been sold.
It marked the end of a long dry spell for Blue Bell customers in those markets.
Its been a five-month rocky road for the 108-year-old company, which now faces the task of regaining customer trust and market share.
Blue Bell did a number of things very right, very quickly, said Charlene Davis, Ph.D., marketing professor and chair of the Business Administration Department at Trinity University.
Among those things was an apology that Davis said was sincere and direct, as well as transparency during the period of fixing the problems.
The companys homespun, family image doesnt hurt either.
One of the things Blue Bell has an advantage in is consumers have a deep, deep affinity for this, Davis said. It really goes beyond being loyal. People have a relationship with it.
The slow return to stores also sent a message, according to Davis, that the company was taking time to get it right.
The slow rollout has psychological implications, she said. We want what we cannot yet have, but it allows them if there are hiccups in their distribution, that scope is minimized.