It perplexes me how ice cream shops in chilly San Francisco survive as a business. However a lot, such as Bi-Rite, Humphry Slocombe and (my fave) Ice Cream Bar have been able to stay for the long haul and attract patrons even during frigid conditions. Another entrant is the newbie Over the Moon, a name which reminds me of a UK online business called Moonpig- one of the case studies I eagerly analyzed in bschool. The moon logo might have triggered my memory. But I digress...

Over the Moon sticks to some familiar flavors and has a rotating ice cream display that I was fond of when eating or window shopping at gelato shops in Italy. Let's see if Over the Moon located on the somewhat busy Chestnut Street in the Marina has got what it takes to survive in the competitive ice cream market.