In the latest episode of the Hospitality Hangout podcast, Michael Schatzberg “The Restaurant Guy” and Jimmy Frischling “The Finance Guy” sit down with Solomon Choi, the founder and chief executive officer of 16 Handles, to explore the digital side of hospitality.

16 Handles is a frozen dessert chain that specializes in innovative frozen yogurt, ice cream, and smoothies. Established in 2008, the New-York based chain offers a wide variety of fresh, quality, better-for-you flavors and toppings.

“Discovery for our brand in our markets was being made online. It was a digital experience first,” says Choi. “I realized this is huge—it’s not just the billboard that’s driving people in… I realized we needed to start investing into our digital presence. The entire guest experience could live online only.”

Over the past decade, 16 Handles has expanded to over forty international locations. The chain prioritizes expansion, menu development, and meeting the needs of a millennial lifestyle. Right now, Choi is focused on rebuilding the business as the pandemic comes to an end.

“We’re just trying to manage consistency across the brand. We don’t have real people out there visiting stores—it’s been over a year since we’ve had that,” adds Choi. “I do think Times Square will be busy this summer… I do think domestic travel to New York City will go up.”

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This syndicated content is brought to you by Branded Strategic Hospitality.