Ben & Jerry's opened its doors to customers for the first time last night with little more publicity than the smell of freshly-made waffle cones drifting down 40th Street.
Little publicity was needed -- within 15 minutes of opening, a small line had already formed.
Although originally slated to open in mid-March, the ice cream shop postponed the date to allow for renovations to the retail space and other preparations.
"Opening up retail businesses is always complicated," said Tony Sorrentino, director of external affairs for the Office of the Executive Vice President. "You can project a date, but there are factors that creep up."
Last night's quiet opening around 7:30 p.m. allowed new Ben & Jerry's employees -- who have had some training at nearby shops -- a chance to get a feel for the store before heavy crowds came.
"We're just doing a dry run," franchise owner Rob Rokosky said. "That's what we usually do."
Today will be Ben & Jerry's first full day open -- from 11 a.m. to 11 p.m. on weekdays. On Fridays and Saturdays, the store may stay open until midnight, depending on demand.
"As long as people are buying ice cream, we'll be open," Rokosky said.
Though the store was not fully operational yesterday --a cooler to hold cakes stood empty and a sign noting "Art in Progress" was taped to an incomplete wall painting of the company's trademark cow -- customers were more than enthusiastic.
"I didn't even know it was open until I walked by," Engineering senior Julia Lee said. "It was amazing. I'm so happy. I love Ben & Jerry's ice cream."
The franchise fills the spot formerly occupied by Papaya King, a smoothie and hot dog shop that closed last fall after just two years on campus. The space remained empty until late February as the University searched for a new retailer to fill the location.
Ben & Jerry's is the latest opening in the University's efforts to build up the 40th Street corridor in an attempt to attract both students and those outside the campus community to Penn.
According to University officials, Ben & Jerry's will be a valuable asset.
"People who think of 40th Street as a great international restaurant row can now get great ice cream for dessert," Sorrentino said.
He added that because ice cream is popular in the summer, the business will be viable even in times when students are not on campus.
Students at Ben & Jerry's last night said they were glad to have ice cream available nearby, especially after the Baskin Robbins located at 39th and Walnut streets closed permanently last spring.
"I've been waiting for an ice cream place on this side of campus," College sophomore Mia Belldegrun said.
"I'm sick of going all the way to the food court, and Ben & Jerry's is the best."
Many felt the store would be a valuable addition to campus.
"I'm glad Papaya King is no longer here, and Baskin Robbins just didn't cut it," College junior Jamie Wong said, excitedly waving her hands.
Rokosky said last night's opening seemed to go smoothly, which he attributed in part to his experience with five other area franchises.
"It gets easier every time," he said.
