Antonio McBroom’s passion for ice cream began scooping cones as a college student at UNC-Chapel Hill. Working at the campus Ben & Jerry’s shop, he quickly moved up to manager by senior year. Little did he know, a sweet future in franchise ownership awaited just ahead.
On the eve of his 2008 graduation, the ambitious 22-year-old invested in the very Ben & Jerry’s location he worked at as the company’s youngest-ever franchisee. “I’m an ice cream connoisseur,” McBroom has said about his early start. “That’s what drew me to the job.”
Scaling Up To 15 Locations
McBroom later partnered with two other young Black entrepreneurs, Eric Taylor and Phillip Scotton, to form their franchise group Primo Partners LLC. Together they have rapidly expanded to operating 15 Ben & Jerry’s stores, the largest in the brand’s history.
The pioneering owners focus on world-class customer service and social responsibility. In 2022, Ben & Jerry’s recognized Primo as their first BIPOC Operator of the Year for outstanding business achievements.
Paving The Way for Other Diverse Franchisees
Giving back to marginalized communities has been central to Primo’s mission from the beginning. They donate a percentage of profits to support Black-owned startups and advocate for criminal justice reform.
As a self-made role model, McBroom aims to showcase Black excellence in business ownership. He actively works to open doors for other minority franchise groups through internships, inspirational talks, and championing diversity.
Thanks to a chance campus job scooping cones years ago, Antonio McBroom now empowers diverse entrepreneurs to find their own sweet success. His Ben & Jerry’s journey embodies uplifting communities while passionately growing an iconic brand.
