KANSAS CITY, Mo. — Betty Rae’s Ice Cream, long considered a Kansas City favorite, is now looking beyond its hometown. In a recent interview, CEO Matt Shatto outlined the motivations behind franchising the brand and the thoughtful strategy guiding its national growth.
Why Franchise — and Why Now?
After acquiring Betty Rae’s, Shatto expanded the company from its original two stores and food truck to multiple metro locations. But even as the local presence grew, customers kept asking for more — in their own cities and states.
“We continuously get messages from people saying, ‘Can I open a shop in my town?’” said Shatto. “Eventually, we had to stop asking why and start asking, why not?”
The overwhelming demand combined with consistent performance in Kansas City markets led the company to pursue franchising in 2023. A key motivation: expanding access to a product Shatto believes is unmatched in quality and community connection.
Where Is Betty Rae’s Growing?
The franchise is currently targeting seven cities across the Midwest and South:
St. Louis, MO
Wichita, KS
Bentonville, AR
Nashville, TN
Denver, CO
Tulsa and Oklahoma City, OK
The first franchise location opened in Omaha, NE, in September, with more planned for 2025.
Shatto explained that the company’s growth strategy is rooted in demographics, market opportunity, and customer passion.
“So many of the locations we’re targeting are a direct response to interest from both fans and future franchisees,” he said. “We’re growing where the love for Betty Rae’s is already strong.”
The Goal: Quality, Not Just Quantity
Unlike many franchising efforts focused purely on expansion metrics, Betty Rae’s is taking a quality-first approach. Shatto emphasized that the brand’s reputation relies on two things: top-tier product quality and exceptional customer service.
“If we don’t have product quality and customer service, we don’t have a company,” he said.
With a central commissary in Merriam, Kansas, the company ensures consistent production of its scratch-made ice cream and unique rotating flavors — from classics like vanilla bean to inventive picks like Bee’s Knees and the Nutty Professor.
Franchisees are provided with full support, including site selection, shop design, staff training, and marketing guidance.
What’s Next for Betty Rae’s?
While there’s no set number of locations in mind, Shatto said the brand’s long-term goal is to grow thoughtfully, stay committed to its roots, and continue building a business where memories are made over ice cream.
“The most exciting thing for me is seeing families come together and create memories. That’s the heartbeat of Betty Rae’s.”
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