Amy’s Ice Creams in Austin, Texas, is beloved for two things: the ice cream and the floor show. They are the ice cream equivalent of Seattle’s “flying fish.” Ice cream scoops are thrown from one worker to another and caught in cups balanced on their chins . . . while standing on one foot . . . hopping. You’ll see ice cream slingers sliding across the counters on their knees and bellies. It’s a carnival ride in there.

Without the Right People, This Is Just Great Ice Cream

Amy’s Ice Creams is clear about the vibe they want for their business. But, finding people who are fearless and creative enough to come up with stunts like flinging ice cream balls across a room just can’t happen in the normal interview process. How exactly do you ask, “Are you a little bit nuts?” You can’t. So, at Amy’s applicants receive a white paper bag. It must be brought back within a week turned into a creation that tells Amy’s about who they are. From this white paper bag, Amy’s finds the personalities to fill their shops.

By using a plain white paper bag as its job application, Amy’s gets to know the creative soul lurking within the teenaged candidate standing before them. This idea began with an applicant who was given the bag instead of the boilerplate job application because Amy’s had run out of the forms. The applicant floated the bag back into the store with helium balloons; inside the bag were items about her life. She got the job. Now for all applicants, this is how Amy’s fills their shops with people who make getting an ice cream like going to the circus.

So my question is this…

Employees Fueling Word of Mouth Decreases Advertising Costs. 

Amy’s exceeds $5 million in gross annual sales—through word of mouth alone. Like many of the beloved companies, Amy’s Ice Creams doesn’t advertise. They don’t have to. Customer referrals build the business. And in Amy’s case, they redirect that unnecessary marketing money to community development, which fuels more word of mouth.

Getting the right people to work at Amy’s has spurred their growth from a single location in 1984 to over 14 stores today. In 1984, Amy’s served 125,000 servings of ice cream. Now they sell well over 1 million a year. The Amy’s Ice Creams Web site says, “Amy’s looks at ‘going out for ice cream’ as a total sensory experience that can revitalize a less-than stellar day.” Part of the joy of going to their ice cream shops is wondering what kind of floor show you’ll be greeted with.

Amy’s represents the power of the small business owner and how service and exceptional experiences can build their business. Amy’s Ice Creams prospers because it revels in being real. In being their kooky, nutty selves. That people love. This translates even to the Amy’s Web site, where the front page welcomes you with “Life is uncertain, eat dessert first!” Sound advice.

Go Try This:

Get “REAL” in how you hire and bring people into your company

•    First, define the core values of people you want to fill your company. 
•    Next, determine the personality of your company. Are you serious and deliberate? Are you whimsical? Have you thought about it?

Next, EXAMINE your current hiring process:

•    Are you deliberate about selecting people who will deliver your distinct personality to customers?
•    How would our customers say you are doing?
•    Do customers rave about how unique you are today?
•    Do your decisions for selecting people earn you “be¬loved” status today? Are you selecting “memory makers” or filling slots?

DECIDE to be REAL:
•    What’s YOUR version of a white paper bag to select people who will become our company to our customers?

© copyright Amy’s Ice Creams

Want to learn about other tools to help you earn customers who drive the success and growth of your business? Pick up a copy of: “I Love You More Than My Dog: Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad.”