Author
Alexander Haide
Published on 01.01.2024
From the business magazine "Workflow"
01/2024 Team Spirit
Manifattura del Gelato
Since 1932, one of Vienna's most famous ice cream parlors – and thus the Molin Pradel family of ice cream makers – has remained loyal to Schwedenplatz. But for several years now, a second location of this traditional business has been in aspern Seestadt with the “Manifattura del Gelato”. However, this is not a classic ice cream parlor, but a mix of production, demonstration workshop with tours for young and old, and sales.
It is possible to book private tours of the show manufactory. You will learn more about the creation and origins of ice cream from the Middle East to Italy, as well as everything about the history of the Molin Pradel family, their ice cream parlor at Schwedenplatz, and the show manufactory in Seestadt.
Ice cream specialist Silvio Molin Pradel © Luiza Puiu
Expansion planned
“We produced here at Schwedenplatz for years,” recalls the owner, Silvio Molin Pradel. “Then we expanded and expanded, and eventually there was no more space. But we needed another production site.” Seestadt turned out to be the ideal location: “The employees come by subway and for me, coming from Schwedenplatz, there’s a good connection, since I commute back and forth. Seestadt is also easy to reach by car or bike.” However, the perfect public transport connection wasn’t the only reason to settle across the Danube. “The project is also interesting for the future, because when we started building in 2018, we thought the size would be enough,” says the ice cream boss. “Now it’s 2024 and I have no space left. So we’ll be converting and expanding.”
After the lean pandemic years and the first year of the Ukraine war, the amount of ice cream to be produced keeps increasing. And that’s even though only ice cream—about 30 products—for supermarkets and the small ice cream parlor is made at the Seestadt production site. “The ice cream is made fresh there every day, just like at Schwedenplatz. For guests who want to take a closer look at the world of ice cream, there are tours, a small museum, and tastings,” says Molin Pradel, tempting visitors to stop by. Twice a week, ice cream fans are guided through the production facilities, and individual appointments—such as for school classes, families, regular customers, or retiree groups—can be arranged if needed. With a bit of luck, Maestro Molin Pradel himself will guide you through the Seestadt branch. By the way, the frozen treats for the flagship parlor at Schwedenplatz are still produced on site.
Crazy ingredients
The topic of sustainability has also reached one of Vienna's most popular ice cream parlors. “We work with seasonal products to keep transport routes short,” explains Molin Pradel. “Ice cream with berries, such as blueberries, currants or blackberries, is only available when they are regionally in season, and in autumn we make pumpkin ice cream. Our strawberries currently come directly from a farmer in Lower Austria who has been supplying us for thirty years.”
Unusual ice cream flavors like pizza or bacon have been trending for several years. “We have always produced varieties that are not intended for the ice cream parlor, but for the restaurant trade. A parmesan ice cream scoop doesn't go with a cone,” says Molin Pradel. “Asparagus ice cream, for example, is a common variety that we offer to restaurants. For some venues, we make very crazy things, because you can make ice cream from almost any ingredient.”
Whether it's strawberry or asparagus ice cream – the production always follows the same pattern, using organic milk and sugar, for example. Only the machines have changed and become more modern. But the details of the production process remain a closely guarded company secret. “To reach a high level, it takes time and a lot of experience,” emphasizes the ice cream expert. “We've been around for more than 130 years. In the past, when only five or six flavors were offered, the ice cream was more compact. The Italian ice cream makers then adapted to Austrian tastes and modified the recipes. Because Viennese people are true connoisseurs who want their ice cream creamy and full of flavor.”
Winter Ice Cream
In winter, when ice cream parlors traditionally take a break, production at Molin Pradel in Seestadt continues. That makes the Seestadt location a real insider tip for anyone who can’t live without top-quality ice cream during the cold season. “The ice cream parlor is closed, but if you call, we always have something for customers and bring a smile to faces even in winter,” reveals Molin Pradel.
“We’re also considering keeping the ice cream parlor at Schwedenplatz open this November and December.”
It was back in 1886 when Arcangelo Molin Pradel sold his first homemade ice cream from a cart on the streets of Vienna. Over the years, many ice cream parlors have opened and closed, but the Molin Pradel family has been going strong for five generations. “For me, this isn’t work, it’s my life,” Silvio reveals the secret to decades of success. “I also inherited a lot of knowledge from my ancestors. My big goal is to pass it on to the next generation.” So the traditional Molin Pradel ice cream brand will likely remain a part of Vienna for another century.
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