NEW JERSEY — Once a vanishing icon of American summers, the classic ice cream truck is making a roaring return—this time fueled by technology, nostalgia, and a little bit of surprise. Scream Truck, a fast-growing startup based in New Jersey, is reimagining the beloved neighborhood ice cream truck for the digital age, letting customers summon frozen treats straight to their street with a simple text message.
Founded in 2020 by experiential marketing veteran Eric Murphy, Scream Truck operates 17 tech-enabled vans across select neighborhoods in New Jersey. Instead of chasing jingles down the block, customers receive a text alert when a truck is nearby and can reply with a single “Y” to request a stop at their home.
“Our business model is built around impulse buying,” said Murphy. “We text our customers when Scream Truck is visiting their neighborhood. Who can say no to a message offering ice cream?”
Each Scream Truck is a rolling experience, outfitted with LED light displays, upbeat music (no tinny jingles here), and a rotating menu of seasonal sundaes, shakes, and cones—many dreamed up by Murphy himself. Beyond the treats, the trucks are powered by IMPLSE, a proprietary logistics platform the company developed to manage routes and customer communication.
Murphy, who sold his previous ventures to Condé Nast in 2017, had no experience in ice cream but a long history in experiential branding. “Food delivery has exploded since COVID, but the experience hasn’t really evolved,” he said. “I wanted to build something that felt magical again.”
And it’s working. Since launching, over 100,000 people have signed up for alerts. The company ended 2024 with nearly $4 million in revenue—a 25% jump from 2023—and it’s now preparing for nationwide expansion. Plans are underway to launch 10–15 trucks in Las Vegas over the next 18 months, followed by growth in key markets like Los Angeles, Austin, Nashville, Miami, and Denver.
While the company isn’t adding new trucks to its current New Jersey routes, Murphy says the focus now is on refining its tech and scaling smart. “We want to grow, but we want to grow thoughtfully,” he noted.
Scream Truck is also getting creative with promotions. A Halloween campaign with a “very big slasher franchise” is in the works, and its popular Santa Socials—complete with holiday music, themed treats, and hot chocolate—will return this winter. More collaborations with premium and exclusive food brands like Levain Bakery and Pat LaFrieda are on the horizon.
Murphy sees Scream Truck as more than an ice cream delivery business. “We’re building a platform to deliver ‘surprise and delight’ food experiences directly to people’s homes,” he said.
With plans to roll out 1,000 trucks within five years, Scream Truck is reviving a nostalgic favorite—and giving it a thoroughly modern, and delicious, update.
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