A Taste of ST. Thomas - The Ice Box

From Frozen Treats to Community Staple: The Evolution of The Ice Box

When The Ice Box opened its doors in 2020 on Ross Street, the goal was simple: bring high-quality frozen yogurt to St. Thomas. Fast forward a few years, and this small business has become something much bigger—an artisan ice cream maker and, now, the official concession operator for the City of St. Thomas. It’s been a journey filled with challenges, growth, and, most importantly, a deep connection with the local community.

The Early Days: Building a Brand from Scratch

​Running The Ice Box as an independent storefront was no easy feat. Unlike franchises with corporate backing, every decision and responsibility fell on the shoulders of the owner. “The buck stops with me,” owner Markus Hawco recalls. “There’s no third party to handle operations, so there was a lot of trial and error.” But despite the hurdles, the freedom to adapt and evolve quickly became one of the greatest rewards.

Markus tested options like popping up at the Horton Farmers' Market and offering breakfast options, a mobile ice cream bike and more! 2020 and the years that immediately followed were challenging ones to start a new venture, but persistence and adaptability go a long way!

This adaptability came into play when it was time for a big decision—whether to renew their lease or leap into a new venture.

A Bold Move: Transitioning to Concession Services

​An opportunity arose as their lease was nearing its end: the City of St. Thomas was accepting bids for outdoor concession services.

Recognizing a pattern—customers grabbing their ice cream and heading to the park—it made perfect sense to meet them where they already were. So, The Ice Box put in a bid, won, and soon found themselves operating not just one but five concession spots in sports and recreation facilities across the city.

The shift was significant. “Before, we worried about one location’s schedule and inventory. Now, we’re overseeing multiple spots, each with its own needs.” But the effort has been well worth it. Facility users—both local and out-of-town teams visiting for tournaments—have embraced the elevated food experience. “We constantly hear, ‘Our arena doesn’t have anything like this!’”

From Ice Cream to Full-Service Concessions

The move into sports facilities also meant a menu transformation. Focused initially on frozen treats, The Ice Box had to expand to meet the demands of hungry athletes and spectators. Today, their biggest hits are fresh-cut fries and poutine—items that stand out in a world of frozen fast food. “People are shocked that we make them fresh, and the reviews have been incredible.”
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Beyond fries, they now offer a full hot meal lineup, café drinks, and a selection of fresh, handmade items that rival traditional fast food. “It takes more time, but the quality speaks for itself.”

What’s Next? Exciting New Additions and Community Growth

Innovation is at the heart of The Ice Box, and customers can look forward to new products in the near future. The menu will evolve from options for fruit popsicles to upgraded Smashburger options based on customer demand and creativity.

Expansion is also on the horizon. With two years of concession experience, The Ice Box is actively scouting additional locations, aiming to bring its high-quality offerings to even more community spaces.

How to Support The Ice Box

For locals looking to support this growing business, the best way is simple—stop by and try their food. “You’ll be surprised at how good it is,” they promise. And for those who prefer to enjoy their treats at home, The Ice Box is relaunching food delivery in the coming month.

Another key way to show support? Attend their events. “Check out our website for all the community events we’re rolling out. The more people attend, the bigger and better these gatherings will become.”

From a small frozen yogurt shop to a thriving multi-location operation, The Ice Box has proven that adaptability, community connection, and a passion for quality food can lead to incredible success. And as they continue to grow, one thing remains clear: St. Thomas has a new go-to spot for fresh, locally made concession eats.

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if you go

📍 Find The Ice Box at Pinafore Park, JTCC Arena, Doug Tarry Baseball Complex, 1password Park, and Memorial Arena
🌐 www.theicebox.ca