I can't speak to the details ice cream margins, but when it comes to your branding and identity I can help. Dessert foods can be a tricky area in today's more health-focused world. So as mentioned before you have to figure out and promote what makes you special. Not this will depend on where in the market you plan on focusing: artisanal, organic, traditional, speciality, etc.; what your brand experience (beyond your core ice cream product) will be; and what price range you plan on placing your product in. Traditional ice cream shops both large and small have suffered in the changing food landscape where people's appetites have shifted (just look at Baskin Robbins issues)--so while a solid brand strategy and execution is important, it is only as strong as the product experience it embodies. Feel free to drop me a line if you have any further questions...