Malley's, Then And Now

My first memory of visiting Malley's Ice Cream parlor was when I was 4 years old, I am now 73. I fell in love with the glory that was friendly decor and service and most of all the creamy, sweet ice crem covered in the glistening thing that was chocolate fudge...warm and melty all over. Over the years my parents, grandparents and now my kids and grandkids are treated regularly to this experience when they come to town as recently as last week. Other out-of-town guests have tasted Lakewood in the parlor while hearing me expound on the virtues and history of the quality of the establishment.

So you can imagine my disappointment when I walked into the store today to purchase the sign-advertised "Annual Hot Fudge Sale" jars of the best hot fudge in the nation and was told that I could not have the sale price because I was not a carrier of the Awards Card. First of all I didn't even know there was such a thing and second, I was told it would cost me $10.   

I was appalled to think that a hometown Lakewood business would treat its loyal customers the way that impersonal grocers, pharmacies and others do. And by the way, most of those cards are free of charge. I hesitate to use the word discrimination because of its overuse today but isn't that exactly what this is? I truly expect more from local businesses and will certainly reconsider recommending Malley's to friends now.

Is making all the money you can, just because you can, the most important thing? If so, we will soon lose the personal feeling that we are valued and prized as customers...a cold feeling for sure! Shame on you Malley's. I'm sure the original owners never would have charged people to be customers!

Gerri Joecken is a retired registered nurse, lifelong resident of Lakewood, clay artist and crafter.