Brainfreeze Ice Cream Opens in the Borough

Watch out Dairy Queen, there is a new ice cream store in town. Brainfreeze, which was opened recently by Bob Kovanes and his family, has been attracting tons of local families who say the shop has great tasting ice cream.

The Ohio born, Virginia raised Kovanes grew up in the restaurant business. His father was an original Arby’s franchisee and acquired a Popeyes and Dairy Queen when the family relocated to Richmond, Virginia. As an adult, the younger Kovanes moved to New Jersey and opened up his own Popeyes but what he really wanted to do was venture back into the world of ice cream.

According to Kovanes his son came up with the catchy name: Brainfreeze, A Chilling Experience.  In addition to ice cream, sherbert and custard, patrons swear by the shop’s namesake treat, a Brainfreeze. It is a mix of soft serve ice cream whipped together with the topping of your choice.

Brainfreeze is open seven days a week and is located in the Madison Shopping Center on River Road.