If you’ve been saving up your Herrell’s dollars, now is the time to spend them. After a 27-year tenure on Dunster Street, Herrell’s Ice Cream will be closing its Harvard Square franchise as soon as November. The move was forced by rising rents, high product costs, and increased competition.
Nevertheless, the team behind our local outpost of Herrell’s wants to reassure the community that they are here to stay. “This is a metamorphosis,” said Jeffrey Stannett, president of Leamil Corporation, which owns the franchise. Taking Herrell’s place is First Printer Restaurant Bar and Grill, which will be led by Stannett and the same management that currently operates the store.
“I’m very sad,” said Judith U. Herrell, President of Herrell’s Development Corporation, of Stannett’s decision to leave the company. “There is no bad blood between us, and I wish them the best.” She added that Herrell’s plans to return to Harvard Square at an as yet undetermined time in the future.
“Ice cream is a sacred institution in Harvard Square,” said Nick H. Batzell, assistant manager at Herrell’s and long-time customer since childhood. It is “the loyalty” that Batzell will miss most, noting that especially during reunion weekends, Harvard alumni often reminisce to staff about their Herrell’s memories.
Current Harvard students may also find the news difficult to swallow. “I’m devastated,” said Hunter M. Richard ’12, who said he frequents Herrell’s every Sunday. “It felt like a local place with a nice, home-grown spirit.”
In addition to the homey atmosphere, the homemade ice-cream has also attracted loyal devotees. “The ice cream at Herrell’s is better than anywhere else in the Square,” said Janelle S. Lambert ’12.
But the Herrell’s clientele extends far beyond the Harvard community. “It’s ridiculous,” said one patron who is known to staff as “Karen the Milkshake Lady” and has been coming to Herrell’s everyday since 1985. “This is a Harvard Square icon.”
Despite Herrell’s loyal following, it received a debilitating blow when a new competitor arrived on Massachusetts Avenue in 2007. “We lost about 25% of our business to J.P. Licks,” said Stannett. “Also, our business model in this high rent environment is not viable.”
Nonetheless, Stannett and his team intend on bouncing back bigger and better. “The articles you’ve read in the papers are inaccurate—this isn’t the end,” said Batzell. “We’re changing, we’re developing into something new.”
- Stephanie M. Woo
