In a world where on-demand convenience and unique experiences reign supreme, Scream Truck has emerged as a category-defining brand, disrupting the traditional ice cream truck model with a tech-forward, community-first approach. What started as a bold idea to reinvent mobile dessert delivery has grown into a rapidly expanding franchise poised to take over neighborhoods across the country—one bright pink truck at a time.
Co-founded by CEO Eric Murphy and President Jason Black, Scream Truck isn’t just selling ice cream. It’s delivering happiness.
The Scream Truck Business Model: Where Psychology Meets Technology
Scream Truck was born out of a simple question: What if getting ice cream could be more predictable, exciting, and personal? Rather than relying on chance encounters with a passing truck, Scream Truck flips the model. It brings ice cream to you—when you want it, how you want it.
At the heart of this model is Implse, the company’s proprietary software platform. This powerful tool transforms a nostalgic summer tradition into a frictionless, modern experience. Customers opt-in via text, receive real-time updates when a truck is nearby, and place their order directly from their phones. This tech-driven system now manages a growing database of over 100,000 households, giving Scream Truck direct access to a highly engaged customer base—without spending a dollar on traditional advertising.
The trucks themselves are part of the experience. Painted in unmistakable hot pink and equipped with state-of-the-art equipment and custom lighting, they double as moving billboards that delight kids and adults alike. And the innovation doesn’t stop with ice cream. Scream Truck recently expanded into pizza using the same tech and customer base, validating its scalable, category-crossing potential.
The Franchising Journey: From Viral Moment to Nationwide Expansion
While the concept was strong from day one, the franchising journey truly accelerated after Scream Truck’s appearance on the Today Show in early 2024. That moment generated over 800 franchise leads, opening the floodgates to entrepreneurs who wanted to bring the brand to their local markets.
Scream Truck sold its first franchise in mid-2024 and now operates with multiple franchisees across strategic target markets like the Southeast and Midwest. With 17 trucks currently on the road and plans to scale to over 1,000 trucks in the next 5–7 years, the growth trajectory is ambitious—but grounded in strategy.
The team is highly selective in choosing franchisees. “We’re not just looking for investors—we’re looking for people who genuinely care about community, customer experience, and maintaining our brand standards,” says Murphy.
To help navigate the complexities of franchising, Scream Truck turned to Spadea, a law firm that provided invaluable guidance on legal frameworks, franchise development, and operational best practices. With their help, the company has laid a solid foundation for sustainable growth.
A Company Culture That Delivers Happiness
Behind the tech, trucks, and treats is a brand built on deeply held values. Scream Truck’s motto, “We give people something to look forward to,” is more than just a tagline—it’s a guiding principle.
Whether it’s a neighborhood delivery route or a pop-up event at a school or corporate office, every customer interaction is treated as an opportunity to deliver delight. The company hires team members who are not just service-oriented, but experience-driven—people who understand that a smile and a song can turn a regular day into a memory.
Currently, the company employs around 75 team members, all trained to uphold the same high standards. It’s a culture that thrives on transparency and authenticity. “We talk openly about our challenges,” says Black. “Whether it’s managing a growing fleet or finding the right people, we face it head-on and figure it out together.”
The fusion of psychology and technology is key to Scream Truck’s unique positioning. The brand understands the emotional connection people have with ice cream and nostalgia, and it uses technology to make those moments even more personal and accessible.
Community Impact: A Neighborhood Staple
From birthday parties and youth sports games to school events and office celebrations, Scream Truck is deeply embedded in local life. This consistent presence builds trust, loyalty, and brand affinity in ways that traditional food trucks or dessert shops can’t replicate.
The impact goes beyond just fun and flavors. Scream Truck’s mission to “deliver happiness” also means showing up when it matters most. During the pandemic, they made socially distanced visits. Today, they continue to provide moments of joy during everything from celebrations to community fundraisers.
Challenges on the Road to 1,000 Trucks
No hypergrowth journey is without its challenges, and Scream Truck is no exception. Two major hurdles stand out: fleet management and talent acquisition.
Managing a fleet of specialized vehicles across multiple states is a logistical puzzle that requires constant refinement. From maintenance schedules to route optimization and inventory tracking, every detail matters. Scream Truck continues to invest in operational infrastructure to keep trucks running smoothly and consistently.
The second challenge is people. Finding quality franchisees, hiring local talent, and maintaining a culture of excellence across a growing organization is no small feat. But the leadership team is committed to slow, smart scaling—prioritizing quality over speed when it comes to building their team and brand.
Looking Ahead: Scream Truck’s Bold Vision
With momentum on their side, the future for Scream Truck is bright—and very pink.
The next major expansion is headed to Las Vegas, where two trucks will hit the road in August, with eight more to follow. As the brand pushes into new markets, it’s focused on being first-to-market, solidifying its position as the go-to mobile experience in each region.
Unlike traditional competitors, Scream Truck has no direct national rival, giving it a unique window of opportunity to dominate the space. The goal is clear: 1,000+ trucks nationwide in the next 5 to 7 years, serving millions of households and transforming the way people think about mobile food delivery.
Role of Spadea Lignana
Spadea Lignana played a crucial role in helping us expand into franchising, serving as valuable advisors throughout our growth journey. Beyond their comprehensive legal expertise, they offered keen insights and an independent perspective on the broader industry landscape, helping us evaluate the opportunities and challenges of franchising. Their guidance ensured that we not only navigated the complex legal requirements with confidence but also considered the strategic implications necessary for sustainable growth. With Spadea’s support, we felt equipped to make informed decisions for our business’s future.
Conclusion
Scream Truck isn’t just another food truck brand. It’s a movement—a fusion of experience, innovation, and joy on wheels. With a clear mission, a scalable model, and a passionate team, the company is redefining what it means to serve dessert in the digital age.
As Jason Black puts it, “We’re not in the ice cream business—we’re in the happiness business.” And with each stop, honk, and smile, Scream Truck is proving that happiness is just a text away.
