Today we’d like to introduce you to Gene Anselmo.
Hi Gene, thanks for joining us today. We’d love for you to start by introducing yourself.
My college degrees are in Network Engineering and Computer Technology, and I originally thought that would be my long-term career path. I still provide consulting services to a few select businesses on the side, but over time, my path slowly shifted toward the frozen custard business. I have always loved ice cream, and especially frozen custard, so in many ways the business was a natural fit for me.
I started working at Fritz’s Frozen Custard in May of 2003, while I was in high school. It was actually my very first job. What started as a high school job turned into something much bigger. Even while I spent a few years working in the corporate IT sector, I continued to stay involved with Fritz’s. It did not take long for me to realize that my true passion was not sitting behind a desk in a corporate environment, but being part of a local business where I could work hands-on, serve customers, lead a team, and help grow something meaningful.
In 2012, I transitioned into working full time with Fritz’s Frozen Custard. Since then, I have spent the past 23 years helping lead the West County location into the future. My technology background has actually been a major advantage, allowing me to modernize operations, improve systems and processes, strengthen marketing and branding, and help the business run more efficiently while still keeping the same family-friendly, small-business feel that customers have loved for decades.
One of the parts of the business I enjoy most is finding small ways to improve how things operate. Sometimes the smallest changes can make the biggest impact, whether it is improving a process, making something easier for employees, enhancing the customer experience, or finding a better way to keep the business running smoothly. I have always enjoyed looking at the details and figuring out how to make things better.
In January 2024, after managing the location for more than 20 years, Lindsay Barnes and I purchased ownership in the West County Fritz’s. Taking that step was a natural progression after years of being deeply involved in the day-to-day operations and long-term growth of the business. Today, Lindsay handles the back-end side of the business, including scheduling, bookkeeping, bills, and administrative work. I handle the front-end and operational side, including daily store operations, technology, equipment, maintenance, building upkeep, marketing, customer experience, and the overall systems that keep the business running smoothly. Together, those roles allow us to keep the business moving forward while staying hands-on in the areas where each of us is strongest.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Has it been a smooth road? Not always. When you have been in business as long as we have, there are always obstacles, changes, and a lot of hard work along the way. One major challenge came in the early 2000s, when Highway 141, which had been a busy two-lane road directly in front of our store, was relocated to a new modern highway just a short distance away. That change took a significant amount of traffic away from the front of our location. However, by that time, we had already established ourselves as a go-to, family-friendly place for frozen custard in West County. Thanks to our loyal customers, strong reputation, and commitment to quality, we were able to continue growing and remain a favorite gathering place in the community to this day.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Our store is a locally owned and operated frozen custard stand in Valley Park, Missouri. We are known first and foremost for our frozen custard, made in the traditional way using hand-built Leon’s frozen custard machines from Milwaukee. Our custard is rich, creamy, and made fresh throughout the day using only the highest-quality ingredients available. I take great pride in serving a product that has remained true to what frozen custard is supposed to be.
We are also very well known for the cleanliness and appearance of our store, building, and property. That has always been a major point of pride for me. From the inside of the store to the patio, parking lot, landscaping, signage, and overall condition of the building, I work hard to keep everything clean, maintained, and welcoming. I believe the way a business looks and feels says a lot about the pride behind it, and customers know they can expect a clean, well-kept, family-friendly environment every time they visit.
Frozen custard is at the center of everything we do. We are known for our rotating Flavor of the Day, concretes, sundaes, shakes, malts, floats, and other classic frozen custard treats. One of our most popular signature items is our Famous Turtle Sundae, made with fresh vanilla frozen custard, hot fudge, warm caramel, and roasted, buttered, and salted fancy pecan halves. It is a customer favorite and a great example of the quality ingredients and classic frozen custard tradition I am proud to serve.
What sets us apart is our commitment to quality, consistency, cleanliness, and tradition while still continuing to improve and modernize the business. I am not trying to make the business trendy or overly complicated. My focus is on doing frozen custard extremely well and creating an experience that makes people want to come back.
Many customers have been coming to our location for decades, and now they bring their children and grandchildren. That kind of loyalty means a lot to me. Our store has become a place where families, friends, and longtime customers gather, and I take that responsibility seriously.
Over the years, I have worked hard to help lead the business into the future by modernizing operations, improving systems and processes, strengthening branding and marketing, and continuing to focus on serving the best frozen custard around. I am proud that our store has been able to grow and evolve while still keeping the same small-business feel and personal connection with customers.
Brand-wise, I am most proud of the reputation we have built in the area. People know Fritz’s as a place where they can bring their family, meet friends, enjoy a great dessert, and feel like they are part of something familiar. I take a lot of pride in the product, but also in the entire experience — from the quality of the custard and ingredients to the cleanliness of the store, the condition of the property, the friendliness of the staff, and the care put into daily operations.
What I would want readers to know is that our store is more than just a frozen custard stand. It is a local business with deep roots, loyal customers, hardworking employees, and a strong commitment to carrying on a tradition that has meant a lot to this community for many years. I am proud of what we have become, proud of the product we serve, and excited to continue growing while staying true to what has made Fritz’s special.
Can you talk to us a bit about the role of luck?
I do not feel that luck has had much to do with what I have accomplished, either in business or in my personal life. I do think luck can play a factor at times — good timing, meeting the right people, or being in the right place at the right moment can certainly help. But for me, the biggest factors have always been hard work, determination, learning from the ups and downs, and refusing to give up when things get difficult.
Nothing about building and running a successful business has happened by accident. It has taken long hours, difficult decisions, constant improvement, and a willingness to keep pushing forward even when the road was not easy. I feel fortunate to have had opportunities along the way, but I believe what matters most is what you do with those opportunities. For me, success has come from showing up, putting in the work, caring deeply about the business, and staying committed to doing things the right way.
Contact Info:
- Website: https://fritzsfrozencustard.com
- Instagram: @fritzswestco
- Facebook: https://facebook.com/FritzsWestCo
