@sfgate: Despite being flanked on all sides by similar frozen treat businesses, Milky Flakes owner Billy Rinchin deliberately opened his shop in downtown Walnut Creek and has been mobbed with customers ever since its debut in early July. “What I learned at Y Combinator is that business is gravity based," the former tech founder told SFGATE. "When there are more options, people end up spending more because they’re given an abundance of choice. And products get better because quality gets better as a result of competition.” That abundance of choice is apparent on the menu at Milky Flakes, which offers three forms of ice cream: trendy Hokkaido soft serve that often sells out early; delicate, bingsu-like shave ice (aka milky flakes); and a creamy, proprietary take on gelato. Keep reading at the link in bio.

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Wednesday 12 August 2026 23:51:03 GMT