And that's not all. Jeni's has vowed to give away free ice cream that evening from when its doors first open at 7 p.m. until 10 p.m. The first 50 people to visit the store will also receive a ceramic "Flavor Mug." The chain's founder, Jeni Britton Bauer, will be on hand for the festivities.
The excitement surrounding Jeni's rivals that of another high-end ice cream parlor to open in the city in recent weeks, Clementine's Naughty & Nice Creamery, which hung out its shingle in Lafayette Square on May 14 and has drawn steady crowds ever since.
Unlike Clementine's, Jeni's doesn't feature boozy ice creams. But it does have a range of gourmet flavors, including root beer, mango lassi frozen yogurt, brown butter almond brittle and sun-popped corn. Customers at Straub's, Dierbergs and other St. Louis-area groceries have been able to purchase pints to-go for some time now, but this will be the first Jeni's storefront in the area.
Expect lines out the door for this opening a la Ted Drewes. These aren't your daddy's concretes, but we expect St. Louis will still greet Jeni's with open minds -- and hungry mouths.
Gut Check is always hungry for tips and feedback. E-mail the author at [email protected]
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