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New Milford ice cream store shifts to drive-thru only business during coronavirus pandemic
Bob Kovanes owner of BrainFreeze, a New Milford ice cream store, shifts his business to drive-thru only during the coronavirus pandemic.
Amy Newman, NorthJersey
- During the pandemic, BrainFreeze was able to stay in business by switching to sering ice cream via drive-thru.
NEW MILFORD — BrainFreeze, a much-loved ice cream spot, will close its doors for good on Saturday after 15 years in business.
Owner Bob Kovanes announced the decision on Thursday in social media posts, writing the decision to shutter the doors of the ice creamery “was not an easy one, but after years of dedication to this community, it is time for me to step into a new chapter of life.”
BrainFreeze opened in 2011; Kovanes had owned Dairy Queen, Arby’s and Popeye’s franchises but wanted to open his own spot after moving from Virginia to New Jersey. His son, then 8, came up with the name, and over the years, BrainFreeze built a loyal local following. During the pandemic, the restaurant stayed afloat, in part, by pivoting to drive-thru service only.
Reflecting on the 15-year journey, Kovanes said BrainFreeze, and the community it fostered, meant the world to him.
“It’s home away from home,” he said. “I’ve spent more time here than I have spent at home. It’s just that time; sometimes in life, you have to move on. I’ve put in a lot of time and effort here. I gave it my best and I hope everybody appreciates it.”
The “community’s been awesome and supported me from the beginning,” Kovanes said, adding he has met a lot of people and made a lot of friends along the way. The sheer number of well wishes and expressions of sadness on BrainFreeze’s social media announcement of the closing indicate the feeling is mutual. That’s not lost on Kovanes.
“I didn’t think I would get emotional, but I’m kind of getting emotional. It’s been overwhelming, to be quite honest with you. You’re always sad to go, but wow. I didn’t know that people thought like that. It’s good to know your efforts have made a lot of people happy,” he said.
No word on what will happen to the space yet, but in parting, Kovanes said he wishes the community well and thanks them for the years of patronage.
“Just a big thank you to everyone,” he said. “It means more to me than they’ll ever know.”
Matt Cortina is a food reporter for NorthJersey.com/The Record. Reach him at mcortina@gannett.com.
