From ice cream counter to coffee counterpoint—charting how one franchise mogul cultivates economic power with every scoop and sip
From a single scoop to owning dozens of storefronts, Antonio McBroom personifies the synergy of capital and cuisine. In ATELIER’s “Capital & Cuisine” column, we explore his journey—a trajectory that began behind the counter at Ben & Jerry’s and now spans multiple Ben & Jerry’s franchises and Starbucks cafés across the American Southeast.
McBroom’s rise is rooted in humble beginnings. While an undergraduate at UNC–Chapel Hill, he worked as a Ben & Jerry’s scooper, learning firsthand the economics of flavor. In 2008, still in college, he bought his first franchise in Chapel Hill—becoming the youngest franchisee in the company’s history. From there, his franchise group Primo Partners expanded aggressively, scaling from one to dozens of locations.
McBroom didn’t stop at ice cream. In 2023, Primo launched its first Starbucks café on the University of South Carolina campus in Columbia—a rare move, as Starbucks typically prefers corporate ownership over franchising. This new revenue stream captures daytime foot traffic and brings McBroom’s hospitality framework to the café model. As of 2025, Primo operates over 20 Ben & Jerry’s locations across North Carolina, Georgia, Florida, Texas, Missouri, Tennessee, Washington, D.C., and beyond.
Beyond his storefronts, McBroom’s vision centers on inclusive economic uplift. Through his enterprises, he has hired and trained scores of underrepresented entrepreneurs, particularly in communities often overlooked by traditional finance. He dedicates portions of revenue to mentorship, racial justice causes, and civic engagement in the neighborhoods his shops serve.
He has also been recognized for his leadership. In 2025, he was named a “Leadership Award Winner for Equity & Inclusion” by Specialty Food News, citing his deep roots in socially minded franchising. Specialty Food Association At UNC, he received the Distinguished Young Alumnus honor, and at Ben & Jerry’s, he earned the 2022 Operator of the Year award—the first person of color to do so.
