A new MilkShake Factory location is set to open in Florham Park, New Jersey, on March 21, marking the brand’s continued expansion into the state. The store, located in Morris County, represents both a local milestone and a strategic step in a broader regional growth plan. A grand opening event is expected to draw early interest, with promotional offers and community-focused activities planned throughout the day.
The location is owned and operated by franchisee Julie Hagovsky, who is leading the brand’s entry into the Florham Park market. Her involvement extends beyond a single store, with two additional locations already in development. This multi-unit approach reflects a growing trend among franchise operators who aim to scale within a defined territory while building long term brand presence.
Hagovsky said her decision to partner with the brand was rooted in its heritage and values. “I was immediately drawn to MilkShake Factory because of its family roots and the sense of tradition behind the brand,” she said, emphasizing the importance of family in her own business philosophy. She added that the quality of the products also played a decisive role, noting that her family quickly recognized the care behind the brand’s offerings.
Founded in 1914, MilkShake Factory has evolved from a small soda fountain into a modern dessert concept while maintaining its focus on handcrafted products. Its menu features housemade ice cream, premium milkshakes, and small batch chocolates, all rooted in long standing family recipes. This blend of tradition and contemporary appeal has helped position the brand as a competitive player in the premium dessert segment.
Florham Park’s community oriented environment made it a natural fit for the concept. Hagovsky pointed to a gap in the local market, saying there has been limited access to dedicated dessert destinations in the area. The new store aims to address that demand by creating a welcoming space where residents can gather and share experiences centered around food.
As MilkShake Factory continues to expand its footprint in New Jersey, the Florham Park opening underscores the brand’s strategy of pairing strong local operators with markets that value community and quality. With additional units already in the pipeline, the company’s presence in the region is poised to grow steadily in the coming years.
