For Sherika Ekpo, owning a business was always a dream, but starting from scratch wasn’t the path she wanted to take. Instead, she and her husband, May, pursued a franchise opportunity with Pecan Jack’s Ice Cream and Candy Kitchen, bringing the brand to Atlanta, Georgia.
In less than a year, their location built a loyal local following and earned recognition as Best Regional Ice Cream by the Georgia Business Journal. Ekpo credits much of that early success to the support and structure offered by the franchisor, on the latest episode of Business Trends Today.
“The franchise route was the right choice for us because it offered a blueprint,” she said. Pecan Jacks is an established brand. They have systems, processes, training that was already laid out, and so it made it really easy for us to really follow what had already been laid out for us.”
Ekpo had no prior experience in the ice cream or candy industry. Her background was in corporate leadership, and she and May never imagined themselves producing desserts professionally. Intensive training, including hands-on sessions in Florida, equipped them to make ice cream, brittle, pralines, and gourmet chocolates in-house while maintaining the brand’s high-quality standards.
Franchisor support
Ekpo emphasizes that a key advantage of franchising is the turnkey system. Recipes, manuals, staffing guidelines, and growth strategies were provided, allowing her to focus on building relationships with customers and the local community. Communication with the franchisor and other franchisees also proved invaluable.
Adapting the brand for a new market was another consideration. Pecan Jack’s originated in a beach environment, but Atlanta’s West Midtown location, near Georgia Tech, attracts a different demographic. “We had to tweak things to meet our audience,” Ekpo said. She also notes that extended hours, music, and a vibrant store environment helped attract students while maintaining appeal to families with children.
Year-round strategy
The business model at Pecan Jack’s balances seasonal sales, with ice cream boosting summer traffic and candy, pralines, and brittle supporting revenue in fall and winter. Additionally, the Atlanta location offers e-commerce and shipping options for holiday gift boxes, leveraging Ekpo’s corporate network to expand reach early.
“The business model itself is helpful, but one of the things we had to think about is how we could bring a piece of the beach to the peach.”
Although the store is situated in a mixed-use building with students living above and nearby restaurants generating foot traffic, Ekpo stresses that its proximity to major roads and high-traffic areas further increases its visibility. “Location, location, location is paramount,” Ekpo said.
Nevertheless, Pecan Jack’s Atlanta location offers a broad product mix. Alongside traditional ice cream flavors, there are alcohol-infused options for adults, vegan and dairy-free selections, and unique creations like red velvet or lemon-blueberry cheesecake. Events such as birthday parties, catering, and mobile ice cream carts at local markets further engage the community and introduce the brand to new customers.
Social media also plays a role in promoting new flavors, events, and offerings. Ekpo said the combination of in-store experience, off-site outreach, and digital promotion has helped the location gain rapid recognition.
Expansion and long-term plans
The Ekpos plan to expand to three locations in the Atlanta area, with smaller-footprint stores supported by centralized production. Timing and location selection are being carefully considered to balance growth with operational efficiency.
From signing the franchise agreement to opening the store took about 12 months. Factors included site selection, funding, and building out the location. She also advises prospective franchisees to ensure alignment with the franchisor’s values. “Vision and values must match,” she said. For her, Pecan Jack’s emphasis on customer service, consistency, and meticulous attention to detail fit perfectly with her own approach to business.
Ekpo’s experience illustrates how franchising can reduce the risk of starting a business while allowing entrepreneurs to own and grow a brand. By combining structured systems, local adaptation, and community engagement, she has built a successful foundation in Atlanta and is already planning for the future.
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