Soft Swerve: Bringing Asian-Inspired Soft Serve to New York City
Discover how childhood friends Michael and Jason turned their passion for unique flavors into Soft Swerve, a beloved ice cream destination known for its Asian-inspired soft serve creations.
From Friendship to Entrepreneurship: The Birth of Soft Swerve
Michael and Jason's journey began in middle school in Manhattan's Chinatown, where their friendship was forged. After college, they pursued different careers—Jason in finance and Michael in the nonprofit sector. However, both found themselves yearning for a change. Michael recalls, "Jason...was pretty much over it, wanted to do something else, and asked if we wanted to go into business together." Sharing a love for ice cream and noticing a gap in the market for Asian-inspired soft serve, they decided to embark on a new venture.
Crafting Unique Flavors: A Focus on Asian-Inspired Soft Serve
Soft Swerve distinguishes itself with a menu that highlights Asian flavors not commonly found in traditional ice cream parlors. Their signature offering, Ube (Purple Yam) soft serve, quickly became a customer favorite. Michael explains, "We opened the store...with flavors like purple yam, black sesame, green tea...people just kept coming out and supporting us." The menu has since expanded to include other popular flavors such as Black Sesame, Matcha, and Hojicha, all crafted to provide a unique and delightful experience.
Embracing the Community: Growth and Customer Loyalty
Since opening their first location in Chinatown, Soft Swerve has expanded to multiple locations across New York City, including the Lower East Side, Kips Bay, Flushing, Downtown Brooklyn, and an upcoming spot in Long Island City. This growth is a testament to their commitment to quality and the strong support from the community. Michael emphasizes, "We were fortunate that...the community came out to support us and help us through our first season in business."
Looking Ahead: Future Plans and Innovations
With plans to continue expanding and introducing new flavors, Michael and Jason remain dedicated to their vision. Michael shares, "We've been committed to scaling [the] business from the very start...the majority of what we make is recirculated, and we invest it back into the business." This reinvestment strategy ensures that Soft Swerve will continue to delight customers with innovative offerings and new locations.