Goodies Frozen Custard closes for season, owner doubles down on not raising prices

After a busy season, Brandon Byrd finally wrapped things up at his Old Town custard shop with a special event on Christmas Eve.

Byrd will reopen Goodie’s Frozen Custard & Treats (200 Commerce Street) sometime in the spring, and like the ingredients of his vanilla custard, he isn’t planning on making any changes — that means no new flavors or price increases.

“My intention is still to not raise prices when I reopen in the spring,” Byrd told ALXnow. “I try to maintain consistency day in and day out, and that means I want customers to have the same experience 10 years from now that they first had.”

Byrd refused to raise prices for his products this year, and has dealt with supply chain issues and up to 200% cost increases for ingredients. It’s part of his long-game strategy of giving folks consistency — from a product and price standpoint — and he admits to taking a hit business-wise.

“Not increasing prices hurt business to a degree,” Byrd said. “But I have to stay consistent. That’s key.”

The special event on Christmas Eve was a toy giveaway for needy kids, just one in a handful of community get-togethers Byrd has hosted over the last several months. Byrd says the events have grown a loyal base of customers.

Byrd and a lone employee run Goodies from the 1930s-era ice house at 200 Commerce Street. The business began more than 10 years ago in Byrd’s custard truck, Gigi. The shop sells one flavor of Wisconsin-style custard — vanilla — and customers choose from a myriad of toppings, all for $8 to $10.

The shop was named one of the top 40 ice cream shops in the country this year by Thrillist.

Byrd said he will spend his downtime with family, and that he may take a vacation before reopening sometime in the spring.

“I have a definite feeling of accomplishment,” Byrd said. “Like tools in a toolbox, our tools are that we’re stable. We’re very consistent and now we get a much-needed break.”