Tom’s Dairy Freeze opens new pop-up in Trinity Bellwoods

Popular ice-cream parlour in Etobicoke, Tom’s Dairy Freeze, known for its long lineups every summer, is opening a new pop-up location in Trinity Bellwoods.

Tom’s has partnered with ShipNoble, which will allow Tom’s to be delivered to anybody within a seven-kilometre radius of Trinity Bellwoods on Dundas Street West and Ossington Avenue.

 

 

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For Tom’s, 2021 marked the first year that the parlour stayed open during the winter season in its 52-year history.

Delivery options have been limited, says owner Guido DiPiazza, who was frustrated by the limitations of the Uber Eats delivery radius. “We’ve gotten stuff on social media before saying ‘Oh I wish I was in the delivery area,’ ” DiPiazza said, “so I’m really honoured and happy that we can do this, it’s fantastic.”

 

 

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This new partnership marks ShipNoble’s first venture into the world of food. The company normally provides shipping and logistical solutions for apparel companies and small goods purveyors but are looking to provide additional platforms to small businesses.

ShipNoble’s space downtown in Trinity Bellwoods does just that for Tom’s, allowing for local pickup, as well as Uber Eats, DoorDash and Ritual orders, according to ShipNoble partner Abe Hsu. The new online marketplace, NobleMarket, goes live on Feb. 26.

For DiPiazza, the partnership simultaneously relieves a burden and opens up new doors.

“As a business owner, I’m here, cleaning the machines, making the product. It’s like a whole ‘nother job to deliver the product to the customers. I think it created a new market, sometimes people like to be at home and get stuff delivered, I think it just created something new,” he says.

 

 

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As for the logistics, DiPiazza makes all of the ice cream at Tom’s location on The Queensway. Then drives it over to ShipNoble’s “virtual kitchen” in Trinity Bellwoods. Just like that, Tom’s has doubled its delivery range.

Hsu believes this model will be sticking around long after the pandemic is over.

“I think it’s a very viable solution,” he says. “All of these restaurants that cater to Uber like Tom’s, they only have a small radius to distribute from, so they need a platform in many different areas. We can comfortably distribute for him because he stands behind his product, and we’re going to stand behind our freezer.”

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