Kona Ice owner Craig Mattox serves a multi flavored Kona Ice. Photo by Stephen Gross / The Anniston Star Craig Mattox, a proud military veteran, has been running his Kona Ice franchise in Anniston, Alabama, since 2019. Recognized in the Veteran category, Craig has built a business that’s all about community, family, and giving back. He was first drawn to Kona Ice for its fun, family-friendly vibe. However, he was further inspired by its strong focus on service, which resonated deeply with his own values. With support from the franchisor and a tight-knit network of fellow owners, Craig has turned his mobile shaved ice truck into a local favorite, bringing smiles to schools, events, and even fellow veterans along the way.
During your research, what made your franchise brand stand out?
The heartbeat of the Kona Ice franchise is the Kona Community. I felt it from the very beginning as I researched the Kona brand and met all the great people associated with it. From the initial interview process and follow-up discussions with Kona corporate leadership, I knew my personal values aligned with their corporate value: service, generosity, and community impact. Above all, they have created a culture of generosity that has been established in giving back millions of dollars to local communities through fundraisers at schools and other community events.
The Kona Ice franchise is very family-friendly, which is another reason I was drawn to the brand. Having four daughters of my own, I knew that my wife and daughters would be able to participate in all aspects of the business. The Kona brand represents so many good things that I would be proud for my girls to be a part of.
How did your franchisor help you to prepare for and launch your business?
From the initial three-day Kona Kollege for new franchisees to the most recent technology update, the high level of training Kona Ice provides never ceases. The high level of detail in all training provided me with a firm foundation to build our business. Kona Ice never stops innovating. They are always building towards the future and willing to invest time and money into systems to make their franchisees successful. For example, in 2020, during COVID, Kona Ice developed and implemented technology and strategies that allowed us to stay open and successful while many in the food service industry struggled.
What advice would you give potential franchisees considering your brand?
Being a mobile shaved ice business, flexibility is important. Unlike a fixed-location food establishment, each day can be unique. Kona Ice is an event-driven business. Seasonality, weather, and event calendars dictate that a franchisee be adaptable to an ever-changing schedule. It is exhilarating and terrifying all in the same breath!
The good news is you’re not doing it alone. Between corporate support and the support of a national franchisee body, assistance and mentorship are one phone call away. The teamwork that exists in Kona Ice certainly rivals any team or unit I’ve been a part of.
Name three key things that empower your success.
Community engagement. Kona Ice thrives on being visible and active in the local community. We build strong relationships with local schools, sports leagues, and local event organizers. Additionally, the Kona Ice “giveback” model, donating a portion of sales to these organizations, establishes goodwill and repeat business.
Mobility. Kona Ice operates as a mobile unit, allowing us to go directly to where the demand is- festivals, fundraisers, and school events. Our unmatched speed of service is a competitive advantage as well.
Franchise support. Most importantly, Kona Ice provides us with top-tier training, marketing, and operational support.
What skills and knowledge from your military experience have you applied to owning and operating your business?
Teamwork: The military requires teamwork at all levels to successfully complete a mission or run an organization. Kona Ice is no different. Administrative staff, Kona drivers, and support staff must work well together to coordinate all the many moving parts of the business to successfully provide fun and memorable experiences for our customers.
A phrase often used in the military is “Adapt and overcome.” This refers to the ability to adjust to new situations and successfully navigate challenges. As a mobile shaved ice business, we often face unexpected challenges. These can include weather, mechanical issues, event cancellations, or supply chain issues. I often draw on my military training as a helicopter pilot to remain calm under pressure, assess the situation, and adapt quickly.
What makes franchise ownership a great opportunity for veterans?
At the heart of most military veterans is a sense of service to a greater cause. Kona Ice’s focus on giving back to the community provides that same sense of service to former service members. Additionally, as a franchisee, being active in the community through Kona Ice has opened doors for me personally. For example, it has allowed me to speak at Veterans Day celebrations, career days, and after-school mentorship programs. As a result, I have been able to share with students about my experiences and lessons learned, both in the military and as a Kona Ice franchisee.
Does your business provide opportunities for you to “pay it forward” to support and encourage other veterans?
Within Kona Ice, veterans are regularly honored and recognized within the franchise system. Our personal franchise often serves events at our local military base and veteran homes, bringing smiles to veterans and active-duty service members with shaved ice.
