Shake's Is A Really Sweet Deal

FAYETTEVILLE (Wednesday, May 01, 2002) - I should state right up front my bias toward this week's cover story: I love sweets.

More specifically I would say I am weak-willed when it comes to ice cream or almost any variation on things creamy and dairy-based. There, I have said it. I have admitted my addiction.

So, imagine my delight-or misfortune if you're my doctor-when the family moved to Northwest Arkansas and I discovered custard at a little drive-thru joint called Shakey's Frozen Custard (they have since changed their name to Shake's Frozen Custard for trademark reasons). The stores take customers back to the fondly-remembered '50s with tunes by Buddy Holly and Fats Domino and images of Marilyn and Elvis.

Shake's is such a staple around the Sheffield home that when my bride found out we were going to profile the Fayetteville-based company she laughed out loud. She didn't laugh when she heard my cholesterol count.

While I feel that nothing tops off a salad and water like dessert, my bride insists that custard is not a recommended food group. He, it's dairy, right?

I believe Shake's Frozen Custard could be the next TCBY for Arkansas. (TCBY was the Little-Rock-Based yogurt company that in 20 years grew to have 3,000 locations before it was sold last year.) I thought that long before I received a call from Jim Buckner, a former TCBY executive now in charge of helping develop Shake's franchises.

Why exactly I believe this I can't say. It's a gut feeling that comes from reporting on business for many years. It's not based on any inside knowledge of the company's business plan or its leadership.

I can say my personal experience at Shake's has helped form that opinion.

I don't mind what can be a five to seven minute wait at their drive-through. I feel that the product I get at Shake's is good and the price is fair. The employee at the window is always smiling and patient and usually says thank you. What a shock. In today's fast-paced, health-crazed environment, waiting a few extra minutes for a truly decadent treat makes me feel like a bad boy. I see myself as James Dean with his read windbreaker and a Shake's and I know I am a social outcast but part of a special custard clique. Those who have experienced need no more explanation.

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