While the heatwave persists in Bradford, a popular frozen dessert business in the town centre is stretching its operating hours to make the most of the bustling summer period.

The operator of I Creams on Sunbridge Road announced the company intends to trade until 9pm throughout the warmer season, offering customers extra evening opportunities to purchase ice cream.

The venue typically locks its doors at around 7pm, but this adjustment takes effect immediately as educational institutions prepare to break for the summer vacation and appetite for cold snacks grows during torrid conditions.

This development arrives as the company approaches its most active phase annually.

The proprietor characterised sales as distinctly seasonal, with visitor numbers climbing substantially during summer relative to cooler seasons.

While the recent scorching conditions have drawn more patrons to the town, he noted that a careful balance must be struck, as sweltering temperatures can actually prevent consumers from going out.

He expressed that when conditions become excessively hot, footfall drops as people struggle to venture outside, and a comfortable middle ground is essential. He prefers temperatures in the mid to high 20s, considering anything hitting the 30s too stifling.

Despite this, midday hours remain especially hectic, with the establishment frequently experiencing lines as customers seek ways to cool down.

The proprietor also attributed the venue’s central Sunbridge Road position for assisting in drawing consumers throughout the day.

He noted that their placement clearly has significant impact, yet when considering operations, revenue volume takes precedence over premium pricing strategies.

With school breaks on the horizon and milder conditions predicted to persist, the prolonged operating times should enable the company to benefit from greater pedestrian traffic during evening hours alongside the conventional lunch and afternoon surges.

The adjustment follows forecasts predicting temperatures could hit 31 degrees on Friday, prompting many local residents to search for ways to escape the heat.

Nationally, temperatures have surpassed the record for the quantity of days Britain has experienced such heat reaching or exceeding 34C in a single year, the Met Office has revealed.

Meteorologists documented 34.4C at Wisley in Surrey on Thursday, surpassing the prior record of seven days established during the notable summers of 1976 and 2020.

This arrives as the nation endures the third heat surge of 2024, with the conditions resulting in water usage restrictions, accelerated crop gathering alongside broader consequences for wellbeing, electricity, wildfire hazards and travel networks.