How Kilwins Is Adapting to Life Under New Owners

Why It Matters

Kilwins’ blend of tech modernization and experiential retail equips the brand to expand profitably while safeguarding the sensory experience that fuels customer loyalty.

Key Takeaways

• New owners funded tech overhaul: POS, ERP, CRM, loyalty platform.
• Introduced smaller “Scoops & Sweets” format for high‑traffic locations.
• Retained brand culture; values unchanged despite private‑equity acquisition.
• Franchise recruitment now digital, targeting suburban and non‑tourist markets.
• Retail‑theater concept boosts dwell time, average check, and customer happiness.

Summary

Kilwins, the 80‑year‑old dessert chain, is navigating its post‑sale era under private‑equity firm Leavine Lyman. CEO Brian Britain explains that the new owners have injected capital to modernize the business, replacing legacy systems with a new point‑of‑sale, ERP, CRM, and a loyalty program while rolling out a buy‑online‑pick‑up model.

The tech refresh is paired with a strategic expansion play. Kilwins is launching a smaller‑footprint concept called “Scoops & Sweets,” debuting on Ocean City’s boardwalk, which opens doors to airports, transit hubs, and other high‑traffic venues. Simultaneously, the franchise recruitment engine has shifted from postcard‑driven word‑of‑mouth to digital lead generation, allowing the brand to target suburban markets and accelerate growth beyond traditional tourist spots.

Britain repeatedly emphasizes the “retail theater” philosophy he borrowed from his Disney background—activating all five senses, from aromatic waffle‑cone scents to on‑site fudge making. He notes that this experiential model lengthens dwell time and lifts average ticket size. The new format retains core values—treat people well, do your best, have fun—while adding tenacity and modern talent.

For investors and franchisees, these moves signal a scalable growth engine that preserves Kilwins’ nostalgic appeal. Modern infrastructure, diversified store formats, and a data‑driven franchise pipeline position the brand to capture new demographics without diluting the experience that drives repeat business.

Original Description

How is Kilwins adapting to life under new owners?

This week’s episode of A Deeper Dive features Brian Britton, CEO of the treat chain Kilwins.

Kilwins operates experiential chocolate and ice cream shops, mostly in tourist spots. It has picked up its growth in recent years and finished 2025 with 187 locations, according to data from Technomic.

We wanted to talk to Brian to get a sense about how life has changed since the company was sold to Levine Leichtman Capital Partners.

The private-equity firm bought Kilwins in 2023. Brian talks about everything the chain has done since then, including a lot of work to update the brand.

But we also talk about the business of selling chocolate and ice cream, the company’s expansion strategies and why the experiential nature of the brand is so vital these days.

It’s a sweet podcast episode this week, so please check it out.

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