The inside scoop on Bondi’s ice cream wars

By Emily Contador-Kelsall

The arrival of winter has slowed down business and heated up competition between ice cream stores at Bondi Beach.

Bondi’s six ice-cream vendors – Ben and Jerry’s, Cold Rock Ice Creamery, Gelatissimo, Messina, Movenpick and New Zealand Natural – are all competing for dwindling sales within 500m of each another.

The coldest temperature of the year so far was recorded this month and cool weather is forecast, in brittle contrast to Sydney’s Indian summer.

Messina social media manager Diego Vidal said the chilly season is always a concern for ice cream trade.

“Every year we worry that in winter, sales will plummet and we’ll have a low period, but time and time again the sales peak in summer and then they are quite steady through winter,” Mr Vidal said.

This will be Messina’s first winter, but the new ice cream kid on the block has a strategy developed from the winter performance of sister stores.

“Our weekly specials are a good way to keep engaged with our audience, who demand creativity and innovation,” Mr Vidal said.

“During winter, the number of new specials that we do a week is higher than in summer as to further incentivise people to come back into the store, so there are more flavours every week that people haven’t yet seen.”

The other Bondi ice cream stores also run winter specials to combat the cold weather.

Gelatissimo is offering an “exclusive flavour” in June, while New Zealand Natural Bondi is running “instant winter winners”.

Ben and Jerry’s have collaborated with Bondi Winter Magic to join a group of Bondi Beach businesses offering discounts on products.

Despite the saturated ice-cream market at Bondi Beach, retailers said differing products and target audiences helps attract customers whatever the temperature.

“With our product, we cater to a very particular market, and we feel that there is no one else around who does what we do,” Mr Vidal said.

“The other ice cream shops have their audience and we have ours.”