News

COLD WAR: Frozen custard shop to open

Whit's Frozen Custard will open on Spartanburg Highway.

By Bill Moss, Published: October 20, 2015

Whit’s Frozen Custard is joining the cold war in Hendersonville.

A South Florida couple will open the shop as soon as this week, although owner David Perless said it’s possible an equipment glitch could delay the first cone until next week.
Perless and his wife, Susan, moved to Cummings Cove in 2013 from Broward County, Fla., where he owned pawn shops and Susan taught school.
A native of Long Beach, N.Y., Susan Perless discovered the frozen custard at a Whit’s on Merrimon Avenue in Asheville and told David he had to taste it. They decided to open the shop at 614 Spartanburg Highway just west of McDonald’s. Even though five ice cream or frozen yogurt specialists sell the sweet treat on Main Street or Busy Bend, Perless said only Whit’s serves authentic frozen custard.
“This is all made fresh here daily,” he said.
The Hendersonville shop is the third in North Carolina for the Ohio-based company. Besides Asheville, there’s one in Davidson. The Perlesses also bought the rights to open one in Brevard. Even though he’s opening as winter approaches, Perless said he expects to do well.
“We have indoor seating,” he said. “The store in North Asheville said they didn’t see any fall-off in the colder months.”
The shop will serve chocolate and vanilla custard every day plus a flavor of the day and flavor of the week, toppings, mixings, milkshakes, sundaes and cakes. Diners can carry out frozen custard in pints and quarts. After a soft opening, the couple will hold a grand opening in about a month. He has three employees now and is looking to hire three more.
Perless said his experience in ice cream is “only eating it.” He was a jeweler when a friend talked him into running a pawn shop. He expanded and owned several.
“I’ve owned businesses most of my adult life,” he said. “I have a college degree with a master’s. My wife was a schoolteacher for 35 years. I think we’ll be able to grasp it.”
The shop will be open noon to 8 p.m. seven days a week. “Come spring we’ll probably extend the hours to 9 or 10 on the weekend,” Perless said.