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Anthony Fellows, Chief POP Officer, HipPOPs, Miami

| 05.11.2015 |

HipPOPs bills itself as the first U.S. mobile, premium, handcrafted gelato-on-a-stick franchise. Of course, a tasty subject like this deserves further exploration - hence, this interview with company founder Anthony Fellows. 


Q: What was the inspiration for HipPOPs and is the first time you created your own company?


Anthony Fellows: I am a 20-plus years frozen dessert entrepreneur who got tired of getting all the mall developers wealthy. I knew there had to be a better way to reach large groups of people and I knew it could be done away from the shopping mall. I have essentially taken all of the financial and operational inefficiencies away from the traditional frozen dessert model and created a really fun way to retail and cater our products and services to the great folks of South Florida.


My father always said, "If you do what you love, you will NEVER work a day in your life." I am living that dream.


Q: How did you come up the distinctive HipPOP flavors, including Green Apple Wasabi and Mexican Chocolate Chipolte?


Anthony Fellows: Some are traditional flavors with my interpretation of how they should be experienced, and others are created by watching and listening to what our customers want. We like to play with different ingredients and have fun.


Q: How are you marketing your product line in the U.S.?


Anthony Fellows: Those in the mobile food industry know how important it is to engage your customers and the most effective way is through social media channels. I believe that folks are watching different brands on a daily basis and like to feel part of that brands success. This type of marketing is instantaneous and we are able to gauge what is happening with our brand each and every day.



Q: You recently decided to expand your product sales to the United Arab Emirates (UAE). How is it being received there?


Anthony Fellows: It was always my intention that if the business model could work in South Florida, it could work anywhere. While at the Franchise and Opportunities expo in New York City last June, we met a lot of International investors and those seeking up and coming brands that they could partner up with and share with their communities. Believe it or not, a lot of Middle Eastern Countries love and embrace frozen dessert concepts, especially gelato opportunities.


Although the UAE was not my first choice to expand in, I am a believer in doing what my business dictates. This mindset has served me well and allows me to be flexible so that I can be available to meet the opportunities that may be right in front of me. The group in Dubai studied the mobile food industry and agreed that it is one of the fastest growing segments in the restaurant industry today. They are great operators with other food businesses and we believe they will be a great brand partner for HipPOPs handcrafted gelato bars.


The group’s first few savory trucks are already operating with much fanfare as folks are requesting frozen dessert every day. We will launch the first few trucks in the 3rd quarter of this year, so keep your eyes out for us there.


Q: What are your plans for the company in the next 12 months?


Anthony Fellows: We launched our franchise company around March 2014 and spent the better part of the fourh quarter of 2014 working on the UAE deal. Now that they are on board and the deal is complete, we will concentrate on domestic deals and have been speaking with folks from all over the world. The savvy business person recognizes that the frozen yogurt space is dead and that HipPOPs is in the sweet spot for both the mobile food industry and a growing frozen dessert space. It is my goal to bring "handcrafted awesomeness" to every community in every town throughout this country.


HipPOPs is online at http://www.hippops.com/