Officer Warms Up To Frozen Custard

SAN ANTONIO, TX (Friday, January 02, 2004) - Former Army Ranger and Airborne Paratrooper José Ventura never knew life could be so sweet after the Army.

A man who spent nearly three decades in the U.S. Army is bound to have tales of adventure. Just ask José Ventura, retired Army infantry office, who spent 28 years in the Army, often in the thick of the action in places like Grenada and Latin America.

He has lived-along with his wife, Mary and their tow sons-all over the world. Ask about the highlights, and Ventura zeroes in on what he calls the "hoo-ah" adrenaline-producing adventures he had while serving as a Ranger, Special Forces officer, and Airborne Paratrooper. And then he mentions the sweet treats he savored in places like Germany and Latin America.

A man driven by adventure and his self-proclaimed drive for success, Venture says he always had high goals: "I don't think small," he says. "Neither does my wife."

After finishing his Army career, where he spent five of his last nine years in recruiting, Ventura and his wife decided to settle down in San Antonio, the city they were born and raised in. Both still have family in the area, including theirs sons and five grandchildren. José wasn't looking for a typical, quiet retirement, and despite her full-time career as the director of rehabilitation at a local nursing home, Mary was up for something more.

Their combined drive, Mary's close friendship with a college classmate whose husband successfully opened seven Shake's Frozen Custard store in Arkansas and what José calls "Mary's good vibes" led to the Ventura's current business venture: They have opened the first Shake's Frozen Custard store in the San Antonio area. So far, it's been an overwhelming success, with people constantly in line for a frozen treat.

The success of Shake's Frozen Custard is not surprising. First, where some ice cream shops focus on gimmick and elaborate menu combinations, Shake's sticks to what customers like: pure, premium frozen custard. Custard enthusiasts are loyal and often die-hard; the smooth, rich, gourmet testing ice cream wins people over.

The Venturas say they love what they're doing because they truly believe in their product.

"I've never been a fan of custard," José says. When his wife first shared her idea to open a Shake's, he was skeptical. He didn't even know what frozen custard was. Then he tasted it.

"It is just smooth and rich and unbelievable. I've had sweets all over the world, and nothing compares to this."

The moment he tasted the custard, he says he knew they could make it work in San Antonio.

And judging by the amazing rate at which their popularity is growing, they've done just that. Open just four months, the first store is already a local favorite. The busy location is next to a Wal-Mart and considered to be a booming area of the community.

José and his wife are used to traveling all over the world and finding happiness and success wherever they are.

"We aren't used to losing, that's for sure," he says. "That's because we always find ourselves happy with what we're doing."

He says they both feel such confidence in their staff and managers at Shake's, that they feel comfortable leaving the day-to-day floor operations to them. For the first time, José says they are living near the whole family, and can find time to spend with them.

One of the best perks of the business, José says, has been the hero status he and Mary have achieved with their grandchildren.

"They all love to go to Shake's. They do receive a little bit of special treatment, I must admit," he says. "Out staff knows them, and they'll make them any custard creation they can dream up."

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