Brunswick residents were shocked Tuesday when plans were announced for Rosati’s Frozen Custard to take over the Brunswick Honey Hut location in Spring 2024. They even started a petition in an attempt to change minds. (As of Thursday afternoon, that petition has reached more than 800 signatures.)
However, Honey Hut owner Jonathan Rosati explains why the change won’t necessarily be a bad thing. Honey Hut and Rosati’s Frozen Custard are, unbeknownst to some, under the same owners. So this change is a bit like apples and oranges.
“We’re invested in the Rosati’s Frozen Custard brand just like we’re invested in the Honey Hut brand, and there’s room for both,” Rosati says. “And I think that the excitement of a new place, this is kind of a good time. Everybody knows what they’re getting, and now we sort of want people to take a leap of faith with us and trust that they’re going to like this other exciting stuff that we have to offer them."
While the brand will change, Rosati says, the love and passion will still be there.
“It’s sort of, like, if you’ve been trusting in us this long, keep trusting in us. We are still the same people who have been operating all this time, it’s still the same employees who have been serving you all this time, it’s still the same procedures and the same policies,” he adds. “So much of the building of memories will be sustained, all of these positive things that people remember about their experiences, and they will also have those positive memories, now of Rosati’s Frozen Custard.”
While Rosati and the team are excited about the new opportunities, he also doesn’t want to underscore customers’ protests surrounding their beloved Honey Hut experiences.
The petition was surprising, yet touching for the shop owners.
“It’s flattering to see so many passionate fans for both Honey Hut and Rosati’s Frozen Custard popping up,” Rosati says. “Change is really hard, but we are confident that our new products will delight fans both new and old.”
While there is no tentative opening date, Rosati says the goal is to open as soon as the grass turns green.