Citybiz Interview with Antonio McBroom - CEO of Primo Partners - Ben & Jerry’s

Antonio L. McBroom is the co-founder of Primo Partners LLC. Antonio is a franchise developer and franchisee of Ben & Jerry’s with retail locations throughout North Carolina, Georgia and Texas. Antonio grew up in rural North Carolina and earned the Morehead-Cain scholarship to the University
of North Carolina at Chapel Hill. While attending college he began his journey with Ben & Jerry’s in 2004, “scooping his way up” from minimum wage scooper to shift leader to shop manager. He later seized the opportunity to purchase the Chapel Hill shop in 2008, making him the youngest franchisee in the company’s history. Antonio became a multi-unit franchise operator in 2012. He expanded operations within the Triangle and Triad regions of North Carolina – growing regionally in the Atlanta Metro, Central Florida, and greater Houston Metro areas. Antonio and his “Team Primo” have propelled the off-premise category by double digit sales growth annually. The company is currently a national sales leader for Ben & Jerry’s system wide.

Prior to becoming a business owner, Antonio taught Mathematics through the Teach for America program in Durham and Chatham counties in North Carolina. Antonio spent time internationally with World Teach in South Africa and completed international research in Australia and New Zealand. His passion for education continues through the Myron Headen Scholarship Program founded in honor of his mother, as well as through his mentoring, public speaking, and internship programs for developing leaders.

Antonio’s strength of character makes him a standout beyond his business endeavors. He is committed to serving the community by hiring and training disadvantaged adults and teenagers to enter the workforce. Antonio takes the lead to give back through partnerships and board memberships with Habitat for Humanity, United Way, We Are, and The Southern Coalition for Social Justice.

Antonio’s professional and civic leadership has earned him many accolades. Most notable are Ben & Jerry’s Mentor of the Year Award and Triangle Business Journal’s Top 40 and Under 40 Business Leaders in 2016. In 2017, he was recognized as Chapel Hill-Carrboro Chamber of Commerce’s Young Professional of the Year and received Ben & Jerry’s Global Social Mission Award. In 2018, he was awarded Black Enterprise Franchisee of the Year. From 2013-2018 he served on Ben & Jerry’s FAC Executive Committee. Presently, he is working on new real estate development opportunities and is committed to sharing his experience to inspire others through development and education.

Antonio holds a bachelor’s degree in Mathematics and African American Studies from the University of North Carolina at Chapel Hill. He currently resides in North Carolina with his wife, Emma and their two children.

Interview questions:

Career | Prior to becoming an operating partner of Ben & Jerry’s, you were a school teacher in the Durham Public School. Tell us about your career and the decision to become a Ben & Jerry franchise owner.

Today | How many locations does Primo Partners own today? (Employees, footprint)

Partners | What role did your childhood friends Eric Taylor and Phillip Scotton play?

Milestones |What are some of the key milestones since 2008?

Covid | How did you manage the challenges of Covid?

Team Building and Culture | How did you build the team and change the culture?

Racial Inequality | How is Primo Partners addressing the issues of racial inequality?

Favorite Flavor | What is your favorite flavor?

Connect with Antonio on LinkedIn

Primo Partners A.K.A. ‘Team Primo’ are the Ben & Jerry’s ambassadors for 9 franchises across Georgia, North Carolina, Tennessee, & Texas. In addition to our role as franchisee entrepreneurs, we are first and foremost activists, committed to improving racial and socioeconomic equity in our local communities. We are a black owned, black-led, majority POC team within the Ben & Jerry’s corporation. We exist to grow the collective opportunity for marginalized communities across the Southeastern United States. The Primo Team’s area spans over the southeast of the United States with Ben & Jerry franchise holdings in Georgia, Florida, North Carolina, Tennessee, & Florida.

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