WSAW NewsChannel 7  | Central WI, Wausau, Rhinelander  |  News, Weather, Sports

Weather Authority Alert: Snowy and Icy Conditions Throughout Tonight

People Still Scream for Ice Cream Despite Single Digit Temperatures

Hot chocolate is certainly a popular way to stay warm, but some people in our area are trading in the marshmallows and foam for hot fudge and whipped cream as one local ice cream shop is riding this arctic blast all the way to the bank.

The opening and closing of Briq's Soft Serve locations is usually something you can set your calendars, but since the hometown chain opened at their new location in Wausau people are lining up much later than usual to get their hands on the sweet stuff.

"People are really happy we're open," Briq's Manager Bill Kitchell tells NewsChannel 7. "Like I say, one of the reasons I really like working here is because not too many mean people get ice cream. Everybody's happy to get ice cream and the longer they can get it the happier they are."

Briq's opened their new location on Merrill Avenue in Wausau just over a week ago. If that seems a little late in the season, you're not alone. Even Kitchell, who's worked at Briq's for the last seven years, is getting use to the change.

"It is weird because you think it should end soon and you think I should be resting now, but you got to work longer and that's OK," Kitchell laughs.

Thanks to their new drive-through, the Briq's in Wausau will be open until December 22nd. That's about a month later than usual. Despite temperatures barely making it into the single digits, Kitchell says patrons are still making their way from their cars to the shop's iconic counters.

"Actually it's funny because people think Briq's is a walk up place so, at least on busy days, half the business is people walking up no matter what the weather is," Kitchell explains. "Half the people drive through and half the people walk up so, I think they like to see us too."

As the weather changes, so is what customers are ordering.

"When it's cold outside usually hot fudge and hot caramel and our hot cinammon apple sundae and we got our new Peppermint Snowball Christmas Flurry that's popular too now."

The Peppermint Snowball Christmas Flurry is the first Christmas special Briq's has ever offered. Vanilla soft serve, mint syrup and peppermint bark makes this concoction take like Christmas in a cup.

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