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Ben & Jerry’s Factory

We are delighted to welcome fans to our Waterbury Factory — Ben & Jerry’s very first manufacturing site!

Open daily, 10:00-7:00pm

Tickets Factory Experience tickets are released 2 weeks only in advance. Pre-purchasing your tickets online is highly encouraged due to limited capacity. For groups of 21+ please send us an email including the requested date, time and number of people. Cancellations can be made up to 30 minutes prior to your scheduled experience for a refund minus the service fee.

Tour information Admission includes a 30-minute guided tour with view of manufacturing floor, chunk and ice cream sample, photo ops and retail items. The tour ends in our Flavor Room with a tasting of one of our euphoric flavors and a cow joke, or two! Additional ice cream can be purchased before or after outside from the Scoop Shop. As we are a food manufacturing facility there is no glass or pets (with the exception of service animals) allowed inside. Large bags are not permitted inside the factory.  Manufacturing schedule changes without warning.  Live production is not guaranteed.

Scoop Shop Full service offering cups, cones, milkshakes, sundaes and ice cream cakes.

Group parking RV, Coach  and  Accessible parking located at the top of the entrance driveway hill, with designated drop off at the end of the boardwalk.

Ice Cream Cakes Cause for celebration? Ice cream cakes serve 1-36 people and are available for walk-up window purchase or curbside pick-up: Call the shop to order at (802) 337-1214 or  https://www.benjerry.com/waterbury/cakes.

Drop-Off Catering Parties We can work with you to create a drop off catered event offering your favorite pre-scooped flavors, a variety of toppings and if desired freshly baked cookies and brownies.  To inquire call 802-222-1665 or online .

Contact Information

1281 Waterbury-Stowe Rd Waterbury, VT 05676

Toll free: 802-337-1201

Gift shop: (802) 337-1182

Scoop shop & Ice cream cake orders: (802) 337-1214

Ice cream catering: (802) 222-1665

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Waterbury Factory Ice Cream Shop

Today's hours.

• Monday: 10:00am - 6:00pm
• Tuesday: 10:00am - 6:00pm
• Wednesday: 10:00am - 6:00pm
• Thursday: 10:00am - 6:00pm
• Friday: 10:00am - 6:00pm
• Saturday: 10:00am - 6:00pm
• Sunday: 10:00am - 6:00pm

Ice Cream Shop Waterbury Vermont

Interested in learning about our Factory Experience?  Head on over to our Factory Tours page .  Hope to see you soon!   .

Scoops upon scoops upon scoops! Stop into our local Scoop Shop and let us scoop you something extra euphoric. With exclusive flavors loaded with chunks and swirls plus a range of your favorites, you can have it served up in a dipped waffle cone, swirled into a milkshake, decadent in a sundae, or keep it simple in a classic cup.

Our Services

Ice Cream Catering

Office party coming up? Lobby event in your office building? Birthday party? Even a wedding? Aren’t you bored with the same old same old taco bar or tired sheet cake? Ben & Jerry’s Ice Cream Catering specializes in serving your favorite flavors in cups, cones, and sundaes to turn your next gathering into an ice cream extravaganza. We show up and do it all—all you do is eat ice cream and party on.

Ice Cream Cakes

We have an ice cream cake for every occasion! Our fans love them for office parties, Mother’s Day, Father's Day, Valentine's Day, graduation parties, and birthdays! Choose a ready-to-go ice cream cake for the spur of the moment party or create a custom cake that can be as unique in flavor and design as your occasion.

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Ben & Jerry's Factory

https://www.benjerry.com/about-us/factory-tours

802-882-2040

Visit Ben & Jerry’s humble beginnings in Waterbury. The factory tour boasts top-notch hosts to guide guests through the ice cream making process from cow to cone. Starting with a brief MOO-vie on the history of Ben & Jerry’s, and ending with a sample flavor of the day, the tour takes visitors through all the fun and function of the factory.

Continue to enjoy the best of Ben & Jerry’s after the tour in the retail shop or with something tasty from the Scoop Shop. Outdoor experiences include the Flavor Graveyard, playground, restrooms, and fantastic views.

Tickets are required for the Factory Experience. Pre-purchasing tickets online is highly encouraged due to limited capacity. Admission includes a 30-minute guided tour with views of the manufacturing floor, chunk and ice cream sample, photo ops, and retail items. Because this is a food manufacturing facility, glass and pets (except for service animals) are not allowed inside. Large bags are not permitted inside. Manufacturing schedules may change without warning, and live production is not guaranteed.

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UponArriving

Ben and Jerry’s Factory Tour Review: The Inside Scoop

For Ben and Jerry’s fans, the factory tour is a must-visit attraction when you’re in Vermont. It’s a chance to see how those secret flavors are created and to sample some new and exciting ice cream combinations.

But is the tour really worth it? Especially if you’re driving a long way to get there.

Let’s dive into the details of the tour, so you know what to expect and can make the most of your experience.

Table of Contents

What is the Ben and Jerry’s Factory Tour?

The Ben and Jerry’s Factory Tour is a tour that allows visitors to witness ice cream production taking place in the original Ben and Jerry’s factory.

Visitors have the opportunity to sample and order select ice cream flavors and even witness, with their own eyes, new flavors getting created. It’s also home to the famous “Flavor Graveyard” where tribute is paid to all of the retired flavors from years past.

Where is the Ben and Jerry’s Factory Tour?

The Ben and Jerry’s Factory Tour is located in Waterbury, Vermont, about 30 minutes from Burlington, VT. 

Here is the official address: 1281 Waterbury-Stowe Rd Route 100, Waterbury Village Historic District, VT 05676.

Note: It is the only Ben & Jerry’s factory open to the public.

How to book a tour to the factory

You have the option to book a tour either online or in person when you arrive. Here are the prices:

• Guests aged 13 and over: $6
• Guests aged 12 and under: $1
• Guests over 65: $5
• Military personnel: $3
• ***There is a $1 service fee

It’s strongly advised that you make a reservation in advance , as certain tours tend to fill up fast. Reservations open up two weeks before your desired date.

At peak times, they offer tours every 15 minutes, and from my own observations, it appears that the early tours are the most sought-after and tend to sell out rapidly. The total tour will last about 30 minutes.

Our experience at the factory tour

We decided to arrive approximately 30 minutes ahead of our scheduled tour time, allowing us ample opportunity to explore the renowned Flavor Graveyard and wander around the premises a bit.

When you first arrive, there are a few parking lots to choose from, but we opted for the main front lot, which offers free electric vehicle parking . However, most vehicles were being directed towards the rear lot, situated only a few steps from the Flavor Graveyard.

The Flavor Graveyard serves as a tribute to the “dearly depinted” ice cream flavors.

Here, you’ll encounter retired Ben and Jerry’s flavors of all kinds.

Each headstone provides a glimpse into when that flavor first made its debut, along with its unique flavor profile.

I personally enjoyed a leisurely stroll through the “graveyard,” allowing myself to reminisce about some of the flavors I once loved and even uncovering some new and intriguing ones.

I couldn’t believe that I missed out on the marzipan flavor although to be honest I didn’t know what marzipan was until visiting Toledo, Spain which was a trip we took well after this flavor had been discontinued.

It’s worth noting that, from time to time, they do bring these flavors “back from the dead.” In fact, you can voice your request and explain why you would like to see a certain ice cream come back.

Following our visit to the Flavor Graveyard, we proceeded to the central factory building and on the way I noticed that there were ample restroom facilities available should you need to go.

One thing I really like about the entire facility is that there are signs that make it really easy to get around.

Another nice thing for visitors is that you will run into a lot of different photo opportunities.

Additionally, there are chairs provided for those looking to take a load off, relish some downtime, and take in the scenic mountain views (which are quite nice).

Notably, there’s a playground on site to keep the little ones occupied as well.

There’s an inviting ice cream shop, the Scoop shop, where they serve up fresh waffle cones and an array of tantalizing flavors (new and old). When we initially arrived, the line wasn’t too daunting, but we were gearing up for our tour, so we decided to hold off.

However, by the time we finished the tour, the line had grown significantly. A sign indicated a 30-minute wait from one point, but the line extended quite a ways beyond that, suggesting that some folks might be in for quite the wait.

Considering the chilly, overcast weather in the 40s (Fº), waiting in a long line for ice cream didn’t quite seem worth it. My advice would be to arrive early for your ice cream fix, especially if you’re visiting on a weekend. Alternatively, you can opt to purchase pints of your favorite flavors directly from the gift shop.

We ventured into the main entrance where the gift shop is situated and took a leisurely browse around.

It’s recommended that you arrive 15 minutes prior to your tour’s scheduled time in this area . We did notice a few folks joining a tour that was departing before their designated slot, so there’s a possibility of getting in earlier if you’re lucky.

Before the tour commences, you can touch base with the staff member at the podium to check in, though it may not be necessary because they’ll officially check you in just before the tour kicks off.

Nevertheless, if you prefer to double-check that everything’s in order, that’s a good time to do so. While we were provided with QR codes for our tickets, they never actually scanned them; they merely asked us to verify our names.

It’s worth noting that the cell service in this area can be quite unreliable , making it difficult to access your digital tickets. You might want to consider taking screenshots in advance, so you’re not dependent on a data connection for them to display.

When it’s time for your tour to commence, they’ll ring the cowbell to kick off the check-in process. You’ll then ascend a set of stairs to catch a brief, five-minute film about Ben and Jerry’s. (An elevator is also an option.)

The film touches on the company’s history and their dedication to causes like social justice, providing a pretty well rounded overview of the company.

From there, we proceeded to the glassed-in mezzanine, where you can peer through windows down at the factory in action, akin to the experience we had at the Denver Mint .

As you enter this area, you have the chance to snag a small cup with a few delectable morsels of cookie dough, for those who appreciate that classic treat.

Arriving at the viewing floor, I couldn’t help but notice that the factory appeared somewhat smaller than my initial expectations. However, it dawned on me that this was their original factory, so it naturally had a more compact scale.

Our guide offered a wealth of information regarding the various stages of the ice cream-making process, and there’s a screen that illustrates everything he’s discussing in case you don’t have a good view of the factory floor. It’s all pretty fascinating, but it does tend to move at a brisk pace, leaving little room for questions.

Our next stop led us to the “Flavor Room,” where we had the opportunity to sample one of the newer flavors: Butterscotch’d (which made Brad very happy). I’m not a big butter scotch fan so I was not too thrilled about it but it ended up being extremely tasty .

We also had the privilege of observing the creation of a brand-new secret flavor happening right before our eyes!

Following some additional insights into their global production processes, our visit concluded, and it was time to make our exit.

In summary, I’d definitely recommend a visit to the factory. It’s fun to explore the Flavor Graveyard, where you can reminisce about past flavors you might have tried years ago.

As for the tour itself, at $6, it’s a good deal. I personally found it a bit on the fast side and wished for more time to ask questions, but when the tours are departing every 15 minutes, that’s not really possible.

Additionally, that ice cream line was quite the spectacle. If the sign was accurate, people were looking at a minimum 45-minute wait and possibly even a good deal longer, which does seem a bit extreme for a couple of scoops of ice cream.

Perhaps they could consider a priority line for tour-goers, a pre-order system (before your tour), or something along those lines – that’s just a long time to stand in line for some dang ice cream!

Daniel Gillaspia is the Founder of UponArriving.com and the credit card app, WalletFlo . He is a former attorney turned travel expert covering destinations along with TSA, airline, and hotel policies. Since 2014, his content has been featured in publications such as National Geographic, Smithsonian Magazine, and CNBC. Read my bio .

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Explore the Ben & Jerry’s Factory: the Sweetest Spot in Vermont

This post may contain affiliate or referral links. Please see our full affiliate disclosure here .

If you’re an ice cream lover who wondered what it might be like to be Charlie Bucket touring the Wonka factory, then a Ben and Jerry’s factory tour is a must-visit destination for your family.

Okay, so there aren’t any creepy boat rides and your child won’t turn into a blueberry, but you will get an up-close look at where it all started for this iconic ice cream brand.

Waterbury, Vermont is about a 45-minute drive from Burlington, VT. and is home to the first Ben & Jerry’s factory and is the only one that allows the public to tour through. So let’s find out everything you need to know about the sweetest spot in Vermont.

Ben and Jerry’s Factory Tour

The Ben and Jerry’s factory tour is an interactive and fun experience that takes you behind the scenes of the making their iconic ice cream. The entire tour lasts approximately 30 minutes and ends with the good stuff – an ice cream tasting.

First, you’ll watch a short video presentation where you will learn the interesting history of this one-of-a-kind ice cream company. You will then move onto the production room where you’ll get a glimpse of how the ice cream is made. This is where the magic really happens.

The tour concludes in the flavor room. This delicious room is where you get a sample of the flavor of the day.

Note that photos are NOT allowed inside the production area of the tour.

Tickets and Hours

Tickets for the factory tour can be purchased online or at the gift shop on-site. It is highly recommended to purchase tickets in advance as tours can sell out quickly.

The factory is open Tuesday to Saturday from 10 am to 6 pm and is closed on Sundays and Mondays.

Cow Jokes and Brownies

The factory tour is not just informative but also entertaining. The tour guides are known for their cow jokes and puns, making the tour even more enjoyable. You can also enjoy a delicious brownie or ice cream treat on the patio while enjoying the beautiful view.

The Ben and Jerry’s factory tour is a family-friendly, educational, and delicious experience. Don’t forget to mark your calendar for Free Cone Day, where you can enjoy a free scoop of your favorite flavor.

Location and Facilities

The Ben and Jerry’s factory is located in Waterbury, Vermont, surrounded by the beautiful Green Mountains. During your visit, take in the beauty of the area and smell that fresh mountain air.

Ben & Jerry’s Factory Address: 1281 Waterbury-Stowe Rd., Waterbury, VT.

The factory has ample parking, a gift shop, and a playground for the little ones. Don’t forget to pose for your picture on the lid of a pint.

There is also a gas station and a convenience store nearby, which is important to note when traveling in small Vermont communities where stops are scarce.

Beyond the Tour

The factory tour is a popular choice, and rightly so, but there is more to do at the factory than just the tour.

Visit the Scoop Shop for a cone or cup of your favorite flavor, and browse the gift shop for fun mementos, ornaments, t-shirts, and more.

Walk the grounds to take in the beauty of the Green Mountains or bring little ones to run around on the playground.

Exploring the Flavor Graveyard

The Flavor Graveyard is a final resting place for discontinued Ben & Jerry’s ice cream flavors. The company has been creating unique flavors since its founding in 1978, and not all of them have been hits.

Some flavors have been discontinued due to poor sales, while others were limited-time offerings that proved too difficult or expensive to produce on a regular basis.

Dastardly Mash was the first flavor to be retired and buried in the Flavor Graveyard in 1997. Since then, dozens of other flavors have been laid to rest, including Aloha Macadamia, Bovinity Divinity, and Cool Britannia.

The Flavor Graveyard is a small, fenced-in area located on the Ben & Jerry’s factory grounds near the parking area. Visitors can walk through the graveyard and read the humorous epitaphs written for each flavor. The epitaphs often include puns and jokes related to the flavor’s name or ingredients.

Tips for Visiting the Ben and Jerry’s Factory

If you’re planning to visit the factory, here are a few tips to keep in mind:

• Check the website for tour times – the first step is to check Ben and Jerry’s website for tour times. Tours are offered Monday-Thursday from 10 am-4 pm and Friday-Sunday from 10 am-5 pm. The factory is closed on major holidays, so check the website before planning your visit.
• Purchase tickets in advance – While walk-ups are welcome, it is recommended that you purchase your tickets in advance, especially during peak season (May-October). This way, you will be guaranteed a spot on a tour and won’t have a long wait. Tickets can be purchased online or by calling the factory directly.
• Arrive early – Once you have your tickets, arrive early. Tours fill up quickly, so arriving early will ensure you get a spot on the tour.
• Dress comfortably – Dress for the weather and remember that many of the main attractions are outside. Bring a sweatshirt or jacket if you think you might get cold.
• Wear practical shoes – leave the stiletto heels at home. The grounds of the factory, including the parking area, is dirt and grass, which can be uneven. Sneakers or boots are the best choice of footwear.
• Bring a small bag or purse – large bags aren’t permitted inside the factory, so bring a small bag or just your camera and wallet.

Indulging in Scoop Shop Treats

Ben & Jerry’s Scoop Shop is the perfect place to indulge in your favorite ice cream flavors. From classic flavors like Chocolate Fudge Brownie to seasonal favorites like Pumpkin Cheesecake, there’s a flavor for everyone.

Flavors and Offerings

In addition to ice cream, Ben & Jerry’s Scoop Shops offer a variety of treats to satisfy any sweet tooth. Choose from sundaes, shakes, and even an ice cream cake for your next celebration.

Special Events and Promotions

Keep your eyes open for special events and promotions at Ben & Jerry’s Scoop Shop. There’s always something new to try, from free cone day to limited edition flavors.

Final Thoughts

While visiting Vermont , a visit to the Ben and Jerry’s Factory is a must-do for any ice cream lover. The factory tour provides an inside look at how the iconic ice cream is made and is an opportunity to learn about the company’s commitment to amazing ice cream and social and environmental responsibility.

While the factory tour is the main attraction, there are plenty of other activities to enjoy in Waterbury. The town is home to delicious restaurants , shops, tours, and things to do , making it a great destination for a day trip or weekend getaway.

If you’re planning a visit to the Ben & Jerry’s Factory, don’t forget to bring your appetite and stretchy pants; there are plenty of delicious flavors to try!

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Ben & Jerry’s

• 1281 Waterbury Stowe Rd., Waterbury
• 802-337-1123

Learn about their company history and how Ben & Jerry’s puts their progressive values into action at every step of the ice cream making process. Purchase your Factory Experience ticket for access to immerse yourself in all things Ben & Jerry’s. A guided tour of their humble beginnings, displays, and retail area. Scoop shop and photos ops await for your groups.

The guided portion of your Factory Experience will lead you to a short MOO-vie to learn about their company culture followed by an explanation of how pints are made while overlooking the production room floor and enjoying a chunk sample. The tour ends in the Flavor Room with a small ice cream sample, Q&A and a cow joke or two. Production schedules vary and change without notice. As a result, there is no guarantee you will see active manufacturing during your tour.

Time to Allocate: 1 hour and 15-30 minutes

Group Policies & Rates: Capacity is 30/tour. Larger groups can be split between tour times for any number of guests. Required arrival time is 30 minutes prior to scheduled tour time. Due to advanced ticket sales, there is not accommodation for late arrivals. Self-cancellation using the link found in the confirmation email can be made up to 30 minutes prior to the start time of the tour.

Motorcoach Parking Information: Drive to the top of the entrance hill for drop off at the end of the boardwalk. Take a hairpin turn into designated Coach & RV lot. Park at a 45 degree angle facing out. Pick up at parked location.

Highlighted Group Experience: Maple Walnut is made onsite in the Flavor Lab and is a Waterbury Exclusive flavor.

Group Amenities: Restrooms are located on the paved walkway.

Golden Age Traveling

Age is Just a Number!

Ben and Jerrys Factory Tour – Waterbury, Vermont

One of the most exciting things we were looking forward to on our Northeast Fall Adventures trip for my birthday last October was a tasty treat at Ben and Jerrys Factory. We had been looking forward to visiting this factory for so long and could hardly believe we were finally going to be able to take a tour. A couple of our friends were also visiting Vermont with us and had wanted to visit their factory also. My friend and I did some research and found out we had to make reservations two weeks in advance during certain times of the year.  Luckily they had many different times available and we booked our tour as soon as we were able to make reservations.

While doing research we learned quite a bit of history about the Ben and Jerrys Factory. I will share a little bit here before continuing with our tour experience. The Ben and Jerry franchise started meekly in 1978 when they opened their first ice cream scoop shop in a renovated gas station in Burlington, Vermont. They celebrated their first year in business by holding the first ever Free Ice Cream Day.

In 1980 Ben and Jerry’s starting packing ice cream in pints to distribute to local mom and pop stores. They really came to popularity when in 1987 they introduced the Cherry Garcia ice cream after Grateful Dead guitarist Jerry Garcia. It is still a hit today with people everywhere.

In 1991 Chocolate Chip Cookie Dough is released in pints after years of research and development. The flavor rockets to the top of the most-popular-in-pints list. Today it still reigns among their all-time flavor hits.  Great music and renowned concert tours of the Vermont-based musical group, Phish lead to the creation of Phish Food flavor in 1997.

In 2012 Ben and Jerry’s gets creative with real Greek yogurt, introducing an epic selection of Greek Frozen Yogurt flavors that are uniquely creamy, boldly loaded with chunks and swirls, and really Greekin’ good! A few years later in 2016 the Ben and Jerrys Factory came out with non-dairy flavors. Some of the first Non-Dairy flavors in their line up were: Chocolate Fudge Brownie, Chunky Monkey, Coffee Caramel Fudge and P.B. & Cookies. Today the factory which was built in 1985, continues to manufacture upwards of 350,000 pints per day while offering our fans a sneak peek at our humble beginnings.

All of this information made us quite eager for our tour. We arrived early with our friends and walked around their cute gift shop while we waited for our tour to begin. To signal the beginning of our tour they ran a cowbell and said the tour was starting. I thought it was a cute way to get people into the spirit of the experience. Our tour guide welcomed us, and told us what to expect during the tour, a few do’s and don’ts, along with a few cow jokes. Lol We started the tour with what they called a Moo-vie where we learned more about their history, which I shared some above, as well as the culture behind Ben and Jerry’s. After the movie, we walked along their glassed-in mezzanine overlooking the production room floor where our tour guide explained how they make their pints.  We weren’t allowed to take pictures during this portion of the tour, but I have to share that the pints come down out of one of the machines, called the bundler, upside down and then shrink wrapped. I thought that was crazy but it is frozen by then and the workers can tell if the pints are full and dated correctly. It is a pretty interesting process.

Happily as we were leaving (maybe to make up for not being allowed to take pictures) they gave us a sample of one of the chunks they use in their cookie dough ice cream I believe. It was good, whatever ice cream(s) it is used in. The last stop on the tour was the Flavor Room where we heard a few more cow jokes and were able to taste the newest flavor they were working on at the time, butterscotch. We all enjoyed it, however, it didn’t seem to have enough flavor and we told the tour guide our opinion as they were looking for feedback.  I hope it will make it to market one day.

After the tour we walked around a little more inside. Eventually we made our way outside and checked out the Flavor Graveyard where they have the Dearly De-pinted flavors, lol. Some of them did sound amazing. Here is a gallery of pictures of some of these flavors in no paticular order.

It was a very tasty treat to visit the Ben and Jerrys Factory and tour their museum. We each also bought a pint of ice cream and had fun picking our favorite flavor. If you are ever in the Burlington/Waterbury area, this should definitely be on your list.  Here is a link to their website with more info when you plan your trip. Happy travels!

Ben and Jerrys Factory Tour Information

1281 Waterbury-Stowe Rd Route 100, Waterbury Village Historic District, VT 05676

(802) 337-1201

Daily 10 AM – 6 PM

Important Tour Info:

Factory Experience tickets are released two weeks in advance of any chosen date. Pre-purchasing your tickets online is highly encouraged due to limited capacity. Day of and walk-in ticket availability will vary each day based on staffing with the potential of NO availability. Additional ice cream can be purchased before or after your guided tour outside from the Scoop shop window. For group reservation requests of 21 or more people please  email  at least 2 weeks in advance to inquire. As we are a food manufacturing facility there is no glass or pets (with the exception of service animals) allowed inside. Large bags are not permitted and cannot be left unattended. RV, Coach and Accessible parking located at the top of the entrance driveway hill, with designated drop off at the end of the boardwalk.

Ticket prices are: $6 for adults, $5 for seniors 65+, and $1 for Children, age 2-12, plus service fee. Infants do not need a ticket for the Factory Experience.

Accessibility:

The Ben and Jerrys factory tour is ADA compliant. Accessible parking is marked and located in our upper parking lot. You may also drop off at the end of the boardwalk, at the top of the hill. For planning purposes, the tour is in 3 parts. Your tour guide will direct you. After the intro/check-in in the tour lobby area the first 2 parts take place on the second floor by way of the elevator (we only have one!) located in the tour lobby. The 3rd part of the tour is located in the Flavor Room. You will take the same elevator back to the lobby then go across and down the hallway to meet up with the group in the Flavor Room.

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The Inside Scoop: Exploring Ben and Jerry’s In Waterbury, VT

Vermont’s finest – a legacy of ice cream and social good, still going strong after four decades.

With their creative flavors, iconic logo, founding roots in Burlington, and focus on  sustainable business practices , Ben and Jerry’s is synonymous with our state. Visiting the  Ben and Jerry’s Waterbury location  is a quintessential Vermont experience, fun for the whole family, and you’ll learn about their fair-trade and socially-conscious mission while enjoying ice cream fresh off the production line. 

The Ben and Jerry’s factory is just 1.5 miles away from our  Vermont bed and breakfast . Plan to join one of their guided tours during your stay and check out the unique “flavor graveyard,” which pays homage to past ice cream varieties that hold a special place in the company’s flavor-filled history.

It may be hard to imagine now, as Ben and Jerry’s pints are ubiquitous in the freezer sections of stores worldwide, but founders  Ben and Jerry got their start in a Burlington gas station  in 1978 with just $12,000 to their name. During the early years, they drove their car cross-country, spreading the word about their inventive flavors and social activism, garnering a loyal fan base. In the 1980s, they were still going from state to state trying to get into more stores ,  but this time in the legendary “cow mobile,” which is stored on-site in Waterbury as you enter the front entrance.

Quickly outgrowing the humble gas station, they opened the Ben and Jerry’s Waterbury factory in 1985, keeping their roots in small-town Vermont while producing an impressive 350,000 pints daily! It’s still a working production factory today, open to the public, and their 30-minute  Factory Experience tours  are the best way to get an inside look at how they produce their famous ice creams, how the company has evolved over the decades, and of course sample an array of ice creams. They release tour tickets two weeks in advance, so set a reminder to  book your factory tour slot online  two weeks before the day you want to visit. And although day-of tickets are sometimes available, they are not guaranteed, and tours often sell out during the busy summer months. Helpful hint: if you forget to make an online reservation and want to go on a whim, the evening tour times after 6 pm are often easier to get on shorter notice.

On the factory tour, you’ll watch a short film about Ben and Jerry’s inspiring story, get a view of the ice cream production line, sample an exclusive ice cream flavor, and have your choice of endless options from the  Waterbury factory Scoop Shop menu . Although factory tours occur daily, note that the Scoop Shop at the time of writing is not open on Sundays and Mondays, so avoid those days if you want to indulge in some ice cream after the tour.

It’s a challenge choosing at the Scoop Shop between classics like Cherry Garcia and Chocolate Chip Cookie Dough (one of their  original ice cream creations ) or newer flavors like Chocolate Therapy – a true chocolate lover’s delight, with chocolate ice cream, chocolate cookies, and swirls of chocolate pudding. Pints are also available, including the faves Chunky Monkey and Phish Food (named after a jam band you may have heard of from Vermont) and “core” styles with brownie batter, salted caramel, or cookie dough mixed throughout. If your group is extra adventurous, order the “Vermonster,” a sundae with 20 scoops (not a typo!) of ice cream, hot fudge, bananas, and all the toppings you want. Is your mouth watering yet?!

More Than Just a Factory – A Unique “Graveyard,” Fun for Kids, and Gift Shop

Once you’ve satisfied your curiosity and your tastebuds, it’s time to commemorate your visit with authentic Ben and Jerry memorabilia from the onsite gift shop. And don’t forget the photo ops! If you’ve ever dreamed of being featured on a pint of ice cream, you’re in luck. Stop by the oversized outdoor Half Baked pint (which happens to be  rated the best of the Ben and Jerry’s lineup ), where you and a friend can put your faces in the cut-out spots where Ben and Jerry usually are on the label. Next, for a truly unique experience, stop by one of the most charming parts of the Ben and Jerry’s Waterbury experience – the “flavor graveyard.” Tombstones pay poetic tribute to ice cream flavors that have come and gone over the many decades with cleverly-worded descriptions. Finally, run off some of your (or your kids’) energy at the playground before setting off on your next adventure.

Stay at our Waterbury Hotel , where Ben and Jerry’s is a cherished part of local folklore, and your favorite ice cream flavors are just down the road!

Ben & Jerrys Ice Cream Factory Tour, Vermont

Article By: Kyle McCarthy

It’s cheap, fun, educational and tastes good — it’s Ben & Jerry’s, the factory of Vermont’s friendliest ice cream makers. This special place features the brand’s memorabilia, a great gift shop and much more. Fortunately, the Ben & Jerrys Factory Tour in Waterbury has just reopened after its pandemic hiatus. That makes a visit not only yummy, but educational as well.

We’re not the only family who loves Ben & Jerry’s. Delicious treats come from this proud and active social justice company. Their all-natural ice cream with wildly imaginative mixings is constantly evolving to meet the times. You will grow your appreciation for this clever dessert provider if you take the informative factory tour. We promise.

A Ben & Jerry Factory Tour makes a nice day out, since it’s set in the scenic dairy farm country of Vermont’s Green Mountains. Base yourselves in nearby Stowe or choose one of Vermont’s campgrounds for a bargain weekend away you won’t soon forget.

Ben & Jerry’s Model Social Justice Activism

On any tour, first comes a short film introducing founders Ben Cohen and Jerry Greenfield. These college buddies turned a five-dollar correspondence course on ice cream making into a very successful, socially conscious business. Although it is now owned by Unilever, they continue their activism in meaningful yet playful ways.

In 2021, for example, NFL star Colin Kaepernick was honored for his pre-game Black rights protests with a new flavor and a mural in a Tampa, Florida neighborhood. Sales of the new ice cream, “Colin Kaepernick’s Change the Whirled,” support his non-profit Know Your Rights Camp.

Taste their passion with nostalgic flavors such as Cherry Garcia (vanilla whipped with nuts and cherries in honor of the Grateful Dead’s Jerry Garcia) and Chocolate Chip Cookie Dough (first among many imitators.) Learn all about the Neflix & chilll’d series. These new flavors themed to streaming series use only non-GMO ingredients, cage-free eggs and fair trade certified ingredients. Look for the non-dairy option if your kids have any dietary issues.

How is Ice Cream Made?

Take your kids behind the scenes to see how ice cream is made. On the new factory tour, admission includes a 30-minute tour with an overview of the manufacturing floor. Following a guide, walk along a glassed-in mezzanine and look down on shiny steel vats churning away. Tubs of mixings like M&Ms and cookie dough blobs are standing by, as a guide explains how ice cream is produced. 

Once upon a time, everyone who took the tour of Ben & Jerry’s Factory in Waterbury, Vermont got a free sample. And, it’s back. Tour participants get a chunk and ice cream sample, lots of photo opps and a chance to shop for retail items. If that sample just whet your familly’s appetites, additional ice cream can be purchased before or after outside from the Scoop Shop. 

Book the factory tour up to a week in advance; it operates several times daily. Visit on Saturday or Sunday, but because there is no ice cream production, the weekend tours use a fun video instead of guides to explain the process. Because of that, the weekday visit is more informative.

Ben & Jerry’s Fun Stuff To Do

The friendly relaxed vibe makes this a great learning opportunity for any age. Young toddlers and the surliest of teens appreciate what this company stands for and the commitment they’ve made to producing a quality product.

Walk outside and meet the cows who made it possible. After you’ve stopped by the Ice Cream stand, visit the playground and the picnic area. Kids can color in a postcard and write home about their visit. Nostalgic adults cannot miss honoring the departed victims, felled by poor mixing, poor marketing or the bad economy, in the Flavor Graveyard . Each dearly beloved but departed ice cream flavor has its own tombstone and epitaph. Fans rejoice: in 2022, Dublin Mudslide was “rein-cone-ated” from the Flavor Graveyard and is being made with Whyward Spirit, a sustainable flavoring.

If you like peaceful country roads, begin an extended road trip in the region. There’s another sort-of factory tour in the Waterbury area at the Cold Hollow Cider Mill , where you can watch cider being pressed. In summer there are nearby public lakes and in fall, blue roads that slow to a crawl with leaf-peakers.

Many families dream of ice cream, even in cold snowy weather. In winter, the Ben & Jerry’s tour attracts many snowsports fans. Nearby there’s Stowe, a top notch mountain resort with a funky chic town and gourmet eateries. Okemo, a resort known for its superior kids ski and snowboard schools that appeals to families with younger kids, is not far either. Read our review of Stowe and Okemo .

Trip Planning Details for Ben & Jerry’s

Ben & Jerry’s Factory (802-337-1201 ) is located at 1281 Waterbury-Stowe Road, Waterbury, Vermont just off Interstate 89. Factory tour admission is $6 for adults, $1 for kids 12 and under, with senior and military discounts available.

Founded more than three decades ago, Ben & Jerry’s continue to operate based on their three-part Mission Statement. Their mission statement company emphasizes product quality, economic reward and a commitment to the community. How can you not buy a scoop from the company that says, “Our focus is on children and families, the environment and sustainable agriculture on family farms.”

Go Stowe is the area’s official tourist office and they have lots of information about local hotels and B&B if anyone in the family needs to recuperate from brain freeze!

Dear Reader: This page may contain affiliate links which may earn a commission if you click through and make a purchase. Our independent journalism is not influenced by any advertiser or commercial initiative unless it is clearly marked as sponsored content. As travel products change, please be sure to reconfirm all details and stay up to date with current events to ensure a safe and successful trip.

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8 Ways to Explore the Ben & Jerry’s Factory in Waterbury, Vermont

Started in 1978 in a renovated gas station in Burlington, Vermont, Ben & Jerry’s Ice Cream has become one of the most popular ice cream brands in the world, now with over 500 Scoop Shops worldwide (more than 200 in the United States alone!) and almost 100 varieties of ice cream.

Ben and Jerry’s has three factories which produce their famous ice cream: two in Vermont (Waterbury and St. Albine’s) which distribute ice cream throughout the United States, and one factory in Hellendoorn in Holland, which distributes ice cream throughout Europe. The first factory opened in Waterbury in 1985 and guided tours began in 1986. The Waterbury Factory, the only factory open to the public, produces 300,000-400,000 pints a day and welcomes close to a quarter million people each year (up to 800 people on a busy summer day!). Even cooler?  Every employee is allowed to take home 3 pints a DAY! 

Travel Tips:

• Tours are offered Tuesday through Saturday, every 15 minutes- see updated information on hours and fees here . Tours are handicap accessible.
• We strongly recommend booking a tour ahead of time (they do frequently sell out!) and getting to the factory about 30 minutes beforehand to grab an ice cream from the Scoop Shop to enjoy while exploring the Graveyard and playground and then head to your tour. 
• There is plenty of free parking to the left of the factory. There are picnic tables and places to sit and picnic outside of the factory.
• Restrooms are located in a separate building in front of the factory.
• There is a gift shop located near the factory tour entrance, which sells a wide variety of apparel and souvenirs.
• Kids will want to spend time at the playground located up the (small) hill from the parking lot and in front of the Graveyard .
• Plan on 30 minutes for the tour and another 30 minutes to explore the Graveyard, playground, and gift shop.

8 Ways to Explore the Ben & Jerry’s Factory:

• Guess the top ten most popular flavors of Ben & Jerry’s ice cream.
• Check out the six 5,500 gallon tanks of  base mix for the ice cream.
• Start the factory tour in the Moo-vie Theater with a seven minute video about the history of the company throughout the decades. 
• Peer down onto the production floor and learn the ten steps to making ice cream, including blending, pasteurizing, homogenizing, flavoring, freeing, stamping, bundling, and palletizing.  

• Sample a special flavor of ice cream in the Flavor Lab , which was the original Test Kitchen. On the day we visited, it was Churray for Churros. 
• Get a special treat from the Scoop Shop , which has several Ben & Jerry’s ice cream flavors and specials like milkshakes and sundaes. 
• Shop in the retail shop, which has a wide variety of themed apparel and gifts. 
• Walk the Graveyard of Flavors and see the “graves” of flavors that were once in production. The graveyard is located up the hill to the left of the factory (behind the parking lot). 

Looking for other nearby fun? Check out our posts featuring the Vermont Teddy Bear Company , the ECHO Leahy Center , the Vermont State House , our full Burlington City Guide and our feature of the Smugglers’ Notch Resort . And follow along on our adventures on Instagram , Pinterest , Facebook , and Twitter .

Disclaimer: We were given a media pass for the factory tour; all opinions expressed are my own.

New England based, part high school English teacher, part non profit founder, part road tripper who LOVES hopping in the family SUV to explore America. Our bucket list includes National Parks, MLB stadiums, presidential libraries, and eating wherever the locals eat!

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13 Comments

The numbers are amazing – the amount made and sold each day, the amount given to each employee each day, I’d love to know the flavors on the graveyard. It’s a must stop next time we go to Vermont.👍

What a great experience. I think I might need to get a job at Ben and Jerry’s if you can take 3 pints home per day!

This sounds like such a great family outing, thanks for all the info

I’ve been researching a road trip to Vermount from Canada and I read about Ben and Jerry’sl Good to know that it’s best to book a tour, as I saw this in my resort and I want to do it. Thanks for the heads up!

Love the flavor graveyard – what a neat idea. The Ben and Jerry’s factory tour sounds like such a fun place to explore -especially with the kiddos! I had no idea that you could take a tour. I would love to if I ever find myself in Vermont one day!

Now I think you need to plan a trip to Holland. Just for comparison sake.

BEST.IDEA.EVER!!!!!!

Oh wow, this place looks exactly what I need right now! With so much ice-cream to taste 🙂

Oh, wow, it looks cool to visit and I didn’t know there was a factory in the Netherlands.

This looks soooo fun! Lol I love that they have a graveyard with ex-flavours! Also 5,500 gallon tanks!? I guess it makes sense that they mix it in large quantities but woooah!

We could not possibly turn down chance to do a tour of the Ben & Jerry’s Factory in Waterbury. And would plan to book in advance since I would not have expected the tours to sell out. Would be interesting to try both the new flavours and see the ones that are no longer available. Good thing chocolate and caramel never go out of taste.

I’ve always wanted to do this! Seems like such a cool experience and you’ve definitely persuaded me! Sending this to my husband for a getaway hint haha

This tour looks so fun! My husband went as a kid, but I have yet to go. We hope to make a trip to Vermont soon, and the Ben & Jerry’s Factory will be on the itinerary.

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Ben & Jerry's Factory Tour

Ages: 0 - 14+

Cost: $3 adult/ $2 seniors/ kids 12 and younger FREE

Parking: Yes - parking lot

Features: Restrooms, Snack Stand

This 30 minute, guided factory tour is fun and educational. You will see how the ice cream is made, learn about the company's history, and even sample the flavor of the day. After the tour leave time to visit the gift and scoop shop where over 30 flavors are available.

Snow Shoe tours provided by Umiak

• Every Saturday & Sunday (January - March)
• Every day of Christmas Week (starting the day after Christmas).
• Every day of Presidents’ Week.
• 11:00 a.m. to 4:00 p.m. - Snowshoe tours begin every hour on the hour & are 30 minutes long.
• Tours around the property then head inside for a factory tour of the ice cream making
• Reservations - 802-253-2317. ($15 adult/$10 kids 10 and under)

During the summer months you will find outdoor activities too. There is space for picnicking and even a playground.

Click here for scoop shop hours and other tour info.

*Allergy Information Here

Reviewed on 06/29/2010

I took our 8 & 11 yr old kids on this short tour. It begins in the main lobby, adjacent to the gift shop. As soon as you hear the cow bell ring follow your tour guide upstairs for a 6 and 1/2 minute movie explaining the history of the company and what it's mission is today. Both of my children commented they learned alot about the company's founders - Ben and Jerry. Next stop is view from the top. You are over the actual factory where you can watch them make the ice cream. On any given day, at any given moment what is going on in that room can be different. On the day we were there they were packaging. As a parent I loved that the tour is only $3 for adults and free for the kids. Plus at the end they do nice sized samples. They were super accommodating for my tree nut allergy kid and had an alternate sample of sorbet available for him. ... more

vtfreebiegirl

Reviewed on 04/15/2014

What a great little tour. It's long enough to get the jist of the company, but short enough, so it's not boring, which makes it fun for all ages. My daughter who is 4, was really interested in the big machines that make the ice cream. The tour guide explained how each of the machines work, so it wasn't like it was just a quick peek and my daughter was able to view the equipment and see them in action. (NOTE: no photography is allowed in this area) During the tour they also show a video, which is a little more adult oriented, but once again short enough, that by the time it's over the kids are just beginning to squirm and then your off to see the equipment. The final stage of the tour is the flavor room, where someone is stationed creating random flavors and the best part this is where the free samples are :) One of the great things about this tour was that the guide was funny, so it wasn't just a blah-blah-blah tour, it was upbeat and entertaining. While this tour isn't an every weekend adventure, I would still recommend going at least once a year. ... more

Reviewed on 02/08/2013

My out of town family loves coming here everytime that they are in town !!

Reviewed on 06/14/2012

We brought our son last year and he loved it! I have to say I was impressed with how well the tour was, the kids where excited and the lady was able to keep right up and keep kids of all ages entertained! We plan on going back this summer!

rougeurbleu

Pretty good place to take school aged children, though as someone else mentioned you may want to find out when tours begin so you aren't waiting. A bit of free ice cream at the end was certainly a favorite! We once got to taste a flavor they were testing (not for sale yet) so that was kinda neat!

Reviewed on 02/02/2012

Everyone needs to make sure they have done the B&J's tour ! So much fun.

Reviewed on 08/18/2011

I love Ben & Jerry's and I love the tour. We take many out of town guests there and always swing in if we are in the area (even if it is not for a tour). Our favorites are the outdoor activities- we never get tired of the flavor graveyard or the playground! My kids (5 & 2) do not do so well on the tour. They aren't quite at the age where the informative video is fun for them so keeping them still was a challenge. They did enjoy looking at the factory and eating the ice cream. ... more

katiebug_1530

Reviewed on 08/16/2011

This was a great little day trip. The grounds were quite packed when we went so be prepared for a crowd. The tour was fun, informative and cheap oh and there's ice cream samples at the end (My favorite part). also outside the building they had a bunch of activity's like free spin art and for $5 you can Tye-dye your own tees. I would like to go again soon

Reviewed on 03/05/2010

While I may have infinite loads of patience, my seven-year-old son does not. A trip to the Ben and Jerry's ice cream factory in Waterbury is definitely a test in patience: the tour starts every hour on the hour, and, depending on when you get there, the first part could be a bunch of waiting around until they ring the cow bell. Yes, my son liked this part. The next part is a 7-minute documentary on the history of Ben and Jerry and their ice cream business. It's cute and flashy, but let's face it, after a few minutes, small kids start to loose their focus, especially when the movie is a bunch of people talking. Now, I'm not one of those parents who thinks their kid needs to be stimulated constantly, and educational experiences are good, but isn't there a way to make education fun? (Hindsight: when we were home going over our experience, my son recited all sorts of Ben and Jerry facts, so it did sink in there!) After the "moooovie" is the secret insiders look at the factory. But, guess what? The day we were there, they were not producing anything. Now, tell me, for a kid, what is so interesting about looking at a room full of non-moving machines? How are they to visualize the process, when they have nothing in their short lives to compare it to? Oh, wait, here comes another movie! Another documentary on how the plant operates. While the grown-ups may find the tidbits of information interesting, like the giant freezer thingy that gets down to minus 70 degrees, kids have no real frame of reference for this stuff. They need hands-on experiences, and to see things in action. So, the saving grace of this whole experience is, you guessed it: FREE ICE CREAM! They give a sample at the end, and my son was very excited about this part. He said it was the best ice cream he had ever had! And what's neat about this part is you get to try a flavor you might not have normally bought at the store or a scoop shop. We had the Hannah Teter Maple Blondie, and it was delicious! Maple ice cream, blond brownie chunks, and a maple swirl! YUM...reminded me why we love Ben and Jerry's...even if their tour is a bit of a snoozer! ... more

Reviewed on 01/25/2010

I swear we have been on this tour with every out of town guest and it is still always fun for me too! The plant is really fun for all ages and the tour will keep kiddos entertained as well as adults. The ice cream sample at the end is always a big hit. And the pricing is still affordable! Gotta love that.

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Factory Tours

Celebrating american imagination and industry.

Ben & Jerry's Factory Tour In Vermont Will Satisfy Your Appetite For Ice Cream

If you find yourself in New England , specifically Vermont, with a craving for some ice cream, there's really only one place to go. And if you're an avid ice cream lover to begin with, this attraction may have brought you to Vermont in the first place. The state is home to the must-visit Ben & Jerry's Factory in Waterbury, where you can take a tour and grab a scoop — or two, or three, or more. The famous ice cream company, known for its quirky flavor names, also has what the company calls a Flavor Graveyard behind the factory that pays homage to retired concoctions that no longer made the cut.

Some of the most unique flavors the company has made over the years include Miz Jelena's Sweet Potato Pie, Wavy Gravy (a caramel and mixed nuts ice cream), Boston Cream Pie, and the limited-edition "Peanuts! Popcorn!" — a movie theater-inspired creation. Some of its most popular flavors include Half Baked, Cherry Garcia, and Chocolate Chip Cookie Dough (per Ben & Jerry's official website ).

What to expect

Ben & Jerry's website  states that admission to its factory includes a 30-minute guided tour with a view of the manufacturing floor, an explanation of the production process, and an ice cream sample. Additional ice cream, of course, can be purchased before or after from its Scoop Shop.

For ice cream historians, it's quite the treasure trove of a building. It's the company's very first factory, built in 1985 (per the official website for the factory tour ). The following year, Ben & Jerry's began doing tours to show the evolution and growth of what began as a small ice cream shop. According to Time , founders Ben Cohen and Jerry Greenfield opened their first Scoop Shop location on May 5, 1978, having converted an old gas station in Burlington, Vermont , into their now world-renowned Ben & Jerry's. Today, the company has shops all over the world and produce pints upon pints for retail sales. In fact, the factory you'll tour makes an astounding 350,000 pints per day (per the official website for the factory tour).

Due to limited capacity, the company suggests pre-purchasing tickets online to tour the factory, though walk-ins may be accommodated. Tickets are available  on its website two weeks in advance. The plant is open Tuesday through Saturday from 11 a.m. – 6 p.m. and closed on Sundays and Mondays. It's also closed on most holidays, too, so make sure to check the website ahead of time for up-to-date details.

If you're a last-minute traveler and the tour is sold out, you can still grab a cone or sundae at the Scoop Shop. You can also visit the Flavor Graveyard, which Ben & Jerry's also publishes online, asking customers which flavor they'd most like to see resurrected. You never know if or when one might rise from the dead! Keeping in line with their fun attitude, there's even a playground area for kids near the parking lots. Just be sure they haven't had too much ice cream.

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Upcoming Webinar: The Power of Immersive Experiences in the Luxury Market

CUSTOMER SUCCESS SPOTLIGHT

Ben & jerry’s factory experience made one tweak that moved 73% of their tour bookings online.

When Ben & Jerry’s moved from a manual booking process to online ticketing, they found they drove better guest experiences and deeper consumer insights.

Ben & Jerry's Factory Experiences

Ben & Jerry’s Factory Experience brought its ticketing system into the now for a smoother customer experience and more visibility.

73% of tours now booked online.

With AnyRoad’s online booking platform, Ben & Jerry’s Factory Experiences created a more seamless experience to meet guest expectations.

1,100 visitors per day

Ben & Jerry’s welcomes an influx of factory tour visitors, and now can avoid long lines and waits with AnyRoad’s platform.

Visitors from 50 states

With AnyRoad’s analytics, Ben & Jerry’s can glean new insights and learn more about their visitors.

Re-designing the booking process

For more than 40 years, Ben & Jerry’s has been a beloved brand and a global phenomenon. In fact, the company’s ice cream is so popular that millions of fans have made the trek to Waterbury, Vermont for a guided tour of the company’s original factory, along with a gift shop and scoop shop, known as Ben & Jerry’s Factory Experiences. 

Despite sold out factory tours, buying tickets hasn’t always been easy, mostly because they couldn’t be purchased online. “The only option was to show up day-of to purchase tickets onsite for the next available tour, which at peak times might be a two hour wait ” recalls Samantha Lacasse, the general manager of the factory.

“Unfortunately, since we were getting as many as 2,000 visitors a day, our guests often had to wait in line for a half hour or more just to get a ticket,” says Lacasse. “Worse, they then might then have to wait up to another three hours for their tour to begin. That wasn’t ideal for them or for us.”  

Another drawback was how manual tracking visitors was — a classic Excel spreadsheet and printed physical tickets. They had a double whammy on their hands. Despite the tedious process, they weren’t able to make up for the effort with useful insights.

“All we were able to track was how many adults, children, and senior tickets we were selling,” says Lacasse. "We were eager to gain deeper, data-driven insights using AnyRoad's platform that would help us to demonstrate the impact and value our tours were having within the brand."

Measure. Smooth. Create.

With anyroad, ben & jerry's factory experiences aimed to:.

• Measure the demographic data of who was coming in and how the tour impacted their brand perception .
• Smooth out the booking process by bringing ticket reservations online.
• Create a better experience through analytics and consumer reporting .

After talking to several vendors to relieve their ticketing woes, Lacasse and her team landed on AnyRoad. “Everyone we spoke to there was so helpful and knowledgeable. They taught us about the value the platform could deliver, which we quickly realized could improve not just the ticketing process, but the overall guest experience as well.”  

Starting July 2022, Ben & Jerry’s factory tours were powered by AnyRoad’s experiential marketing platform . Now visitors can buy their tickets online through the Ben & Jerry’s website. After receiving a confirmation email, all they have to do is show up on the date and time of the tour they selected. That’s right — the visitors now can book tickets ahead of time. 

Beyond online ticketing, the AnyRoad platform helps Ben & Jerry’s Factory Experiences collect valuable first-party data to better understand who attends the tours and what impact they have on the brand. Guests who bought tickets online are asked to fill out a pre- and post-experience survey. These questions capture demographic information and feedback about their experience. 

With AnyRoad Atlas, the insights and intelligence side of the platform, Ben & Jerry’s Factory Experiences can use the survey and purchase data to learn who their guests are and how taking the tour impacted brand perception. They can also use the analytics and reporting to evaluate the tour experience impact on purchasing behavior, brand loyalty, and overall ROI.

Focus Areas

Ben & jerry's factory experiences aimed to focus on the the following areas:.

• Automate the reservation process — By bringing reservations online, they did away with pulling manual Excel reports and printed tickets. They saved their customers, and their staff, hours of time.
• Understand who was visiting — Through first-party data collection, they could better understand who attended their tours and what impact the tours themselves had on the brand at large.
• Reduce tedious heavy lifting — Make group reservations and invoice delivery easier across the board by re-directing large group bookings to the online system.

While it’s still early days, the impact of AnyRoad has been immediate . Customers no longer have to wait in line to buy their tickets or kill hours hanging around until their tour begins. That also means the factory is less crowded, making for a more pleasant experience as guests peruse the gift shop or visit the scoop shop for a scoop of their favorite flavor in a freshly-baked waffle cone.

Using AnyRoad has also automated the more tedious parts of the day-to-day. “It’s much easier to handle group reservations and send invoices,” says Amy Weller, Admin & Marketing Coordinator. “And we’re able to measure where our visitors are coming from and their net promoter scores.”

Since implementing AnyRoad and re-opening its doors, 73% of Ben & Jerry’s factory tours have been booked online. “It’s been great to finally be able to give people the convenience and flexibility they’ve long wanted. As we ramp back up to our pre-pandemic levels of tour hours and operations, using AnyRoad is going to make an even bigger impact. ”

As the Ben & Jerry’s Factory Experiences team increasingly uses the data available to them through AnyRoad, being able to demonstrate the value that their tours are having on the brand will be incredibly valuable. “It will be the hot fudge on top of what’s already proven to be a very sweet upgrade for us,” says Lacasse.

“It’s much easier to handle group reservations and send invoices. And we’re able to measure where our visitors are coming from and their net promoter scores.”

CASE STUDIES

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Make Every Experience Count

Ben and Jerry’s Ice Cream Factory

Nestled in the heart of the Green Mountains our ice cream factory sits on a rolling pasture overlooking the Worcester Range, just north of the small town of Waterbury. Our guided factory tour is fun & educational for all ages. Guests will learn about the ice cream production process and how the Company’s 3-part mission statement is incorporated into day-to-day business decisions. We start with a 7-minute “moovie” shown in our Cow Over The Moon Theater. You’ll find out how two childhood friends, Ben Cohen and Jerry Greenfield, turned a $5 correspondence course on ice cream making into a very successful business that shares its success with its employees and with the community, and has fun doing it! From there we take you to our mezzanine, where you’ll get a bird’s eye view of “Vermont’s Finest” in action and an explanation of the ice cream manufacturing process. Then it’s off to the FlavoRoom for delicious samples of the day! After the tour, feel free to visit our scoop shop & gift shop. The scoop shop features 30-40 of our euphoric flavors, & our gift shop offers lots of cool stuff & gifts with a socially responsible mission. About the Tour: Ice cream factory tours are 30 minutes long. Sign-up is on a first-come, first-served basis. Tours tend to fill up quickly, so please plan accordingly! There is no ice cream production on weekends, holidays, & Company celebration days. On those days, our tour features a video of the ice cream production line in action and, of course, a sample of our ice cream, frozen yogurt or sorbet.

Cost: Adults: $3.00; Seniors $2.00; Children 12 & younger are free.

Reservations: Reservations are highly encouraged for groups of 10 or more! Call 802-882-1240 to reserve a tour. We do not accept reservations for the months of July & August & holiday weekends. TOUR CAPACITY: 40 people.

Ice Cream Factory Tour Information Hotline: For the latest tour information, call toll free (866) BJ-TOURS.

Directions: Take Exit 10 off of I-89 in Waterbury, Vermont. Go north on Route 100 towards Stowe. The Ice Cream Factory is about a mile up the road on the left - you can’t miss it.

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