They make their own sugar and waffle cones. (of course they do)
See the little extra sphere of ice cream on top? That, my friend, is the Izzy Scoop. A key ingredient in their success, the Izzy lets you mix and match even if you only want a single scoop.
To further their mission to win at ice cream, they also add a malted milk ball to the bottom of the cone, since the homemade cones drip a bit more than the commercially-made ones.
**It's funny, I just found out looking up their website that they started in 2000, and I could have sworn they've been there forever, but apparently my freshman year of high school is about it.