Sub Zero is an iconic Elmwood ice cream shop that draws crowds from across the city to its charming location at Brazier and Jamison. Sub Zero has also captured the attention of the business world, having been honoured at the Tourism Manitoba awards earlier this year!
We interviewed owner Linh Le to learn about what it’s like to run one of Winnipeg’s favourite spots for sweet treats.
EBC: Tell us about Sub Zero and how you came to own and run the store. Do you know how long there’s been an ice cream shop in this location?
Linh: Sub Zero Ice Cream has been proudly serving authentic, creamy soft serve since 1988. Nestled in the heart of Winnipeg, our ice cream shop has been a beloved destination for ice cream enthusiasts throughout the city.
I am the latest owner, having taken over in 2017. With a background in biochemistry and experience in the dental field, I never imagined I would end up crafting sweet treats. Transitioning from the world of science to the universe of ice cream was both a surprise and a challenge, but I couldn’t be happier. It feels like Sub Zero has chosen me to continue serving the community with delicious, exceptional ice cream.
Since taking over, I’ve upgraded the shop, added more items, and renovated it with love and passion. It’s growing every day.
EBC: What makes Sub Zero stand out? Do you have any menu items that are hard to find or draw people in from across the city?
Linh: What truly sets us apart is our incredible selection of over 80 unique parfaits, which feature layers of vanilla soft serve and a combination of toppings. Each parfait is a delicious signature creation that you won’t find elsewhere.
We also have classic soft serve, hard ice cream, parfaits, sundaes, flurries, milkshakes, traditional banana splits, or ice cream sandwiches, we have you covered with our wide variety of premium ingredient toppings and flavors, ensuring there’s something to satisfy every craving.
We proudly offer a plant-based vanilla ice cream made from 100% Canadian oats for our vegan and dairy-free friends.
Above: A few of Sub Zero’s famous parfaits.
EBC: Is there anything that’s surprised you about running the business?
Linh: I was really surprised by how much the weather affects the foot traffic of ice cream business. On a warm, sunny day, the shop is bustling with people, but on colder or rainy days, things slow down significantly. It’s not something you think about until you’re in the business, but the weather can make or break a day’s sales. We constantly have to adjust our stock and staffing based on the forecast.
Running an ice cream business is how challenging it can be day-to-day. Every day brings something new to solve – one day the machine might break down, the next, a key ingredient gets discontinued, and we have to figure out a replacement. It’s constant problem-solving and adapting, but that’s also what makes it exciting. On top of that, figuring out what customers like is an ongoing process, and each day teaches us something new about their preferences. It’s never boring – there’s always a new lesson to learn!
Another thing that surprised me is how much of the job is about building relationships. Whether it’s regular customers, suppliers, or local businesses, those connections really shape how the business grows. It’s not just about selling ice cream, but creating an experience and community around it.
EBC: You’re a seasonal business that closes for a few months over the winter. What’s happening during that time?
Linh: During the winter, the shop may be closed, but we’re still hard at work. It’s the perfect time for deep cleaning, reorganizing, maintaining equipment and planning for the next season. We also spend time experimenting with new flavors and ideas, reflect on the past season, work on marketing. We also make sure to give the shop a bit of a facelift so that everything feels fresh when we reopen.
EBC: What are your hopes or dreams for Sub Zero and the Elmwood business scene?
Linh: For Sub Zero, I hope to continue serving as a favorite, memorable spot and a fun place for everyone in the Elmwood community, especially during the summer.As for the Elmwood business scene, I dream of seeing it thrive with more unique, locally-owned businesses that create a vibrant and supportive atmosphere.
I’d also like other businesses and the community to know how much we value being a part of the Elmwood community. We’re committed to supporting local events and collaborating with other businesses to create a vibrant, interconnected neighborhood.
Above: Linh Le with Mayor Scott Gillingham at the 3rd Annual Tourism Awards Winnipeg by Travel Manitoba in April 2025, where Sub Zero was a Top 5 finalist in both the Business of the Year — Small and Marketing Campaign of the Year categories.
EBC: How can people stay up to date with what’s happening at the shop?
Linh: We regularly post updates on our Instagram and Facebook pages. You can also find our current hours on Google. For our menu and more information, visit our website: https://subzero-icecream.ca.
We also love hearing feedback from our customers, as it helps us improve our offerings. Feel free to reach out or drop by – we’re always excited to connect with fellow locals and make Sub Zero a special place for everyone.
More Q&A with Linh Le of Sub Zero Ice Cream
What’s Sub Zero’s most popular item?
The Larsen Parfait, which has vanilla soft serve layered with peanut butter, hot chocolate fudge and whole Spanish peanuts.
Sub Zero serves over 80 different parfaits – which is your own personal favourite?
My personal favorite is the Down Under Parfait which has creamy soft vanilla layered with Nutella, cappuccino crumble, TimTam biscuits, chocolate hazelnut cream filled wafer, and hot caramel fudge.
What are some of your favourite local businesses?
Two of my favourite local spots are Kyu Grill Kitchen and Kildonan Lock Service, which really contribute to the charm of our neighborhood.
Sub Zero Ice Cream is located at 298 Jamison Ave. The shop is open seasonally (March to October) Monday-Friday, 2pm-10pm and Saturday-Sunday, 1pm-10pm. You can find current hours on Google. There is a bike rack as well as a parking lot and street parking available. Delivery is available through DoorDash, Skipthedishes, and Ubereats.
Are you an Elmwood Business Coalition member that would like to be profiled in an upcoming newsletter? Please reach out to us at info@elmwoodbiz.com.