The Concept of Surprise: A New Ice Cream Experience in East Village
In the bustling heart of East Village, a novel ice cream shop named Surprise Scoop has opened its doors, offering a unique twist on the traditional ice cream experience. Instead of browsing through a variety of flavors, customers at Surprise Scoop are presented with a single option: "surprise ice cream," available for $9.18. This innovative concept removes the element of choice, leaving it entirely to chance. Patrons place their orders via a touchpad in the shop’s minimalistic storefront, where they can also note any allergies or preferences, though the latter are not guaranteed. The addition of whipped cream or a cherry on top is the only customizable aspect of the order. Moments later, a scoop of ice cream appears in an unassuming cardboard container at a pickup window, leaving customers with a sense of anticipation and excitement.
Embracing the Unknown: Customer Reactions and Satisfaction
This unique concept has resonated with New Yorkers, who are typically accustomed to getting exactly what they want. At Surprise Scoop, the thrill lies in the uncertainty of what flavor they might receive. Hunter Burroughs, a 25-year-old medical student from the Bronx, along with his friends, visited the shop during a study break and found the experience delightful. His ice cream had a familiar chocolate element mixed with unidentified flavors, which he thoroughly enjoyed. Hunter expressed his enthusiasm for the unpredictability, stating, "I love the chance of it all." His friend, Victoria Lovallo, a 29-year-old from Westchester, received a sweet cream ice cream topped with what she believed to be tahini, describing her surprise as "crazy." Keegan Church, another friend who joined them, received an ice cream that tasted like cream cheese with everything bagel seasoning on top, likening it to a New York City bagel in ice cream form. These customer experiences highlight the excitement and unpredictability that Surprise Scoop brings to the table.
The Vision Behind Surprise Scoop: An Entrepreneur’s Creative Journey
The idea for Surprise Scoop was conceived by Brooklyn native Jackie Luu, a 32-year-old entrepreneur who also owns Stuffed Ice Cream in Bensonhurst. Known for its innovative offerings like ice cream bouquets and cruffs (glazed donuts stuffed with ice cream and toppings), Stuffed Ice Cream has established itself as a creative force in the ice cream world. The concept for Surprise Scoop was born out of Luu’s personal dining experiences, where he would often ask restaurant staff to surprise him with their recommendations. He realized that people tend to stick to what they know and love, but there is a world of unexplored flavors waiting to be discovered. This insight led him to create a space where customers could step out of their comfort zones and embrace the unknown.
From Traditional to Adventurous: The Evolution of Flavors
When Surprise Scoop first opened its doors in late 2024, Luu initially opted for classic flavors like vanilla, chocolate, and strawberry. However, this approach didn’t resonate well with the customers, as many were dissatisfied with such traditional choices. The shop received negative reviews, with customers expressing that they didn’t feel the value in paying a premium for something as simple as chocolate. This feedback was a turning point for Luu, who decided to take a more adventurous route. In January 2025, he introduced unique and unconventional flavors, such as pickle, pandan (a tropical plant), and Flamin’ Hot Cheetos. According to Luu, at least 90 percent of the flavors offered are unlike anything found in other ice cream shops. This bold move not only addressed customer feedback but also set Surprise Scoop apart in the competitive food scene.
The Mystery Factor: Enhancing the Fun with Anonymity
One of the key elements that make Surprise Scoop so engaging is the anonymity of the experience. Customers cannot ask the staff about their ice cream flavors, as the staff works in a separate room, delivering the ice cream through a pickup window without any direct interaction. This design choice is intentional, as it prevents customers from pressuring the staff for clues about their ice cream. The lack of visibility and the element of surprise add to the fun and excitement. "If you don’t see the staff, you can’t pressure them to tell you what the flavor is," said Luu. "Also, if you don’t see anything, you are a little more scared, a little more skeptical, and I think that makes it a lot more fun." This intriguing approach has successfully created a sense of mystery and adventure around the ice cream experience.
The Social Media Challenge: Engaging with the Community
Surprise Scoop has also incorporated a social media element to further engage its customers. After receiving their mystery ice cream, customers are encouraged to take photos and post them on social media, tagging Surprise Scoop. They can then guess the flavor they received, and the shop will confirm if they’re correct. However, this hasn’t proven to be an easy task. Luu mentioned that only three customers have correctly identified their flavors so far. This interactivity not only fosters a sense of community but also extends the fun beyond the initial experience of eating the ice cream. For ice cream enthusiasts like Greg Chi, a 31-year-old Manhattan resident who creates online content about ice cream, the challenge of identifying the flavor adds an extra layer of enjoyment. Despite his best efforts, Chi couldn’t help but feel a tinge of disappointment when he guessed his flavor as vanilla, wishing he had received something more unusual, like everything bagel sprinkles. Surprise Scoop’s unique blend of mystery, creativity, and interactivity has made it a standout destination for anyone looking to break free from the monotony of the usual ice cream experience.
