Kevin Briquelet Miller


Stories of Goodwill About Good People.
Customer Spotlight: Briq's Soft Serve
Kevin & Holly Briquelet Miller
After more than 28 years at another bank, Holly and Kevin Briquelet (pronounced “Brik-a-lay”) Miller, owners of Briq’s Soft Serve, were ready to make a switch. This second generation family-owned business opened its first soft serve location in 1985 and, since then, has expanded into seven thriving locations, the most recent being at the Riverlife park near downtown Wausau, WI. Holly notes: “[In 2013] We took a chance with River Valley Bank. It was a big move to switch over all of our accounts, business and personal, to a different bank.”
The result: “It was all worth it!” asserts Holly. “It’s been a great experience…River Valley has exceeded our expectations over and over.”
So, let’s talk soft serve. Briq’s has been the reputable home of the one-pound cone for 34 years strong. But it's not just about the sweet, delicious, melty, crunchy decadence of what they serve, it’s the family-owned rapport of product quality, fresh ingredients and customer satisfaction that's really tough to beat. The soft serve itself is made with fresh milk from local farms. And, yes, there is a secret to creating the distinctively addictive texture and taste of the Briquelet family’s soft serve. Which we may, or may not, know [sworn to secrecy].
And what about that Krunch Kote? People depend on the Krunch Kote! According to Holly, “We ran out at one point because the manufacturer ran out of stock, and people were really upset.” Well, when the coveted neighborhood soft serve joint runs out of your favorite indulgence, the community notices. “When the Krunch Kote was back in stock we posted an announcement on Facebook and the post went viral! It was shared by thousands,” recalls Holly.
Tradition + Growth
Genuinely dubbed “Mr. Incredible” by media savvy customers, Kevin has become a bit of a famed figure around town. His feature in the recent “My Incredible” River Valley | IncredibleBank regional advertising campaign has upped his street cred. Customers now recognize him serving up smiles from behind the counter. And his smile—It’s all genuine.
When asked to pinpoint the most popular treat, Kevin couldn’t name just one, but a handful: Zebra cone, turtle sundae, Krunch Kote or rainbow sprinkles, and, of course, the funky monkey. It’s not just one favorite, it’s a myriad of must-haves across all age groups.
Tradition among families, supportive neighbors and community engagement. It’s a common thread in successful businesses. And Briq’s has it. In fact, notes Holly, “Our philosophies are very much aligned with IncredibleBank’s. “You have to look at the world and adapt to it. Our business philosophy is to stay true to yourself, but also change with the world. Our drive-through is a great example of change and growth for Briq’s. For IncredibleBank, it’s how the future of banking looks. Change…is a good thing.”
Bravo Holly Briquelet Miller. We couldn’t agree more. Check out our Road to Incredible.
Briq’s continues to be a family owned and operated business with 7 locations: Wausau Riverlife, Wausau north, Rib Mountain, Weston, Mosinee, Minocqua and Rhinelander.