TCBY Featured in the Boston Globe

TCBY was featured this week in an article from the Boston Globe titled, "The great froyo gold rush." The article ran this week discussing the rise in frozen yogurt chains across the country over the past few years and the long time history that TCBY has had in the frozen desserts category.

The question is, are people investing in the right industry or is it just a fad that will die out? Well, right now, we can tell you the industry is as healthy as ever and people can invest while the time is ripe. With the long-standing brand recognition of TCBY and the adaptive nature of the company, we are here to say the brand will continue to stick around.

Click here to read the full article

The great froyo gold rush

Are frozen yogurt entrepreneurs cashing in on the next big thing — or betting their fortunes on a fad?

By Daniel McGinn

 |    

  MAY 26, 2013

JUST AFTER 7 O’CLOCK on a March evening, the lights go down in a function room at Maggiano’s Little Italy in the Back Bay. As a video flickers to life on a projection screen, an upbeat female voice begins narrating. “If you’re like most people, you’ve probably dreamed of what it would be like to be your own boss, make your own schedule, call the shots, and reap the benefits of your hard work,” she says. As the audience picks at stuffed mushrooms and fried zucchini, she chirps on: “There’s never been a better time to take control of your future.”

In Hollywood’s most famous moment of career advising, Mr. McGuire pulls Benjamin Braddock outside by the pool to deliver just one word: plastics. The opportunity being described in this restaurant basement will require four: self-serve frozen yogurt.

The host of tonight’s franchising pitch is TCBY, which opened its first frozen yogurt shop in Arkansas in 1981. Although the chain would introduce the rest of the country to froyo, it had actually been in invented in Massachusetts a decade earlier, when an employee of the H.P. Hood dairy company sent regular yogurt through a soft-serve ice cream machine. A Harvard Square eatery called the Spa is said to have served the world’s first cone of “frogurt” on February 3, 1971.

Frozen yogurt went mainstream during the health craze of the ’80s, only to fizzle over the next two decades — a period in which TCBY franchisees were forced to close some two-thirds of the chain’s 1,500 stores. Now, however, a resurgence is upon us and TCBY is rebounding with a new formula: self-serve stores where customers can mix and match flavors, pick from dozens of toppings, and pay by the ounce. Since 2010, TCBY has opened 124 self-serve stores around the country — it expects to have about 100 more in development by year’s end — but not one in Massachusetts. (To continue reading article, click here) 

TCBY Sets Eyes on Opening 185 Locations Over 24 Months

Legacy Brand, Renewed Growth: TCBY Sets Eyes on Opening 185 Locations Over 24 Months Systemwide

Brand Refocuses Domestically, Identifies Key Markets for Expansion Including Illinois, Boston, Detroit and Texas; Plans to Add 1,500 Jobs to Local Economies

DENVER – Throughout the last few years, The Country’s Best Yogurt (TCBY) focused on innovation and stability in order to fuel its consistent expansion plans and sustain an elite position amongst the now crowded frozen yogurt space. The legendary yogurt brand opened over four locations per month in 2012, for a total of 53 units, and is positioned for another incredible year in 2013, with plans to exceed its 2012 openings in target markets. With the healthiest proprietary yogurt in the market today and one of the few brands to create its own product internally, TCBY is reclaiming the nostalgic buzz it has maintained for the past 30 years. 

“While we are very proud of the fact that more than 26 million people have enjoyed our brand, we are more impressed that our customers are returning and experiencing the brand as if it were the first time,” said Neal Courtney, interim Chief Executive Officer of TCBY’s parent company, Famous Brands International, noting that recent customer feedback indicates that returning guests are driven to the brand due to the new prototype, the self-serve model, the healthy TCBY Super Fro-Yo that includes seven live active cultures, Vitamins A & D, probiotics, dietary fiber, protein, and calcium, and the nostalgia they associate with TCBY.  

With a renewed growth focus, TCBY launched a new prototype in the fall of 2010 which introduced a self-serve model to the system to complement its legendary traditional unit. Representing 39.5 percent of the entire market in 2012, self-serve yogurt stores are continuing to grow in popularity and demand, as consumers are placing a larger emphasis on portion control (IBIS World). While TCBY has capitalized on the self-serve model, the 520-plus unit brand has also sparked a renewed excitement from multi-unit/multi-brand franchisees interested in developing the TCBY brand in elite real estate locations and markets. Big franchisees from Qdoba, Subway, Five Guys and Mrs. Fields Cookies have signed on in the last year.

“While both models offer different consumer experiences, they are unified in the product innovation and variety TCBY has always offered,” Courtney said. “Our model flexibility has been supported by the continued interest from experienced operators,” he said, noting that the new prototype has seen huge success.

The brand’s flexibility, ease of operations, simplicity of real estate, and legendary reputation has also created an increased interest from non-traditional spaces, like college campuses and airports, and franchisees with little restaurant experience.

“As the snacking segment continues to rise in popularity, our model has huge opportunity for growth, as it fits perfectly into the increasing demand for healthy treats and snacks,” Courtney said. “Our reputation mixed with the flexibility and versatility of our model has created the perfect storm for new and focused growth.”

Receiving the innovation award for the launch of its healthy Super Fro-Yo line in 2011, TCBY was the first to market with its soft serve Greek Super Fro-Yo in 2012. Both products were created in house, which, Courtney says, is an added value to franchise partners as the brand can help control costs through product reimbursement programs.

 “We have always been known for our product innovation and relied on our own research and development team to create our flavor launches,” said Dustin Finkel, Senior Director of Marketing, adding that the brand plans to introduce its second Greek flavor, Wild Berry Greek, to consumers this summer. “In 2013, we will take it one step further and include the opinions and insights of our loyal fans through new crowd sourcing initiatives.”

The brand has taken a more proactive role in its Social Media footprint by leveraging its fan base to create new LTO menu items and flavor ideas. Additionally, TCBY is using its Social audience to create buzz around new products, openings and development markets.

“As a brand, we understand that it is not what we say we are, but what our fans say we are. We want to include them in the discussion of new products and brand improvements and Social Media provides us with the platform to do so,” Finkel said. “Alongside our social plan, we are really looking forward to generating further awareness of our new, gourmet yogurt and business prototype while also using our careful and calculated expansion strategy as a launching point for our growth in 2013 and beyond.”

ABOUT TCBY

TCBY is the first and largest frozen yogurt brand, leading the industry with its new self-serve concept. With more than 30 years of experience, TCBY is a successful model that has fueled the growth of a thriving industry. TCBY, which currently has 520-plus franchise locations systemwide, offers an extensive product line, with all yogurt flavors low in fat, fat free or sugar free. TCBY launched its new frozen yogurt classification called "Super Fro-Yo," the healthiest frozen yogurt product available in the market. TCBY is part of Famous Brands International and a sister company to Mrs. Fields. For more information, visit www.tcby.com or www.tcbyfranchise.com.

###

TCBY Featured in QSR Magazine

TCBY was recently featured in QSR Magazine as one of the leaders in the frozen yogurt industry with nearly 18 percent market share, but as it grows and reestablishes itself in the marketplace, it refuses to stick with the same old. Over the past year, the 520-plus-unit franchise has continued to be an innovator adding products like Greek and Super fro-yo, which keeps its customers coming back for more. The article was built from an interview with Rich Hankins, director of franchise development who shared the tremendous growth plans for the veteran brand. Hankins discussed how TCBY will continue to move forward, being more selective with both new locations and potential franchisees.

Look out, TCBY is on the move and refuses to be held back. The key: innovation and growth. Read the full article here.

With Growth on the Brain, TCBY Refuses to Stand Still

By: Mary Avant

Frozen-yogurt chain TCBY may be the category leader—ahead of brands like Pinkberry, Red Mango, and Menchie’s with nearly 18 percent market share, according to an October 2012 report from IBISWorld—but it refuses to get too comfortable in its place out front.

In fact, following several major moves over the last few years—including the rollout of a new prototype and self-serve model, as well as the introduction of Greek fro-yo and Super Fro-Yo—the brand is gearing up for continued innovation and growth.

While the 520-plus-unit brand opened an average four units each month in 2012, for a total of 53 new locations, director of franchise development Rich Hankins says TCBY will top this number in 2013.

In fact, he says 68 locations are already under development so far this year, and the brand hopes to ultimately open more than 100 units in 2013.

The growth is spurred by TCBY’s desire to continually evolve in the market, in light of the fact that its 30-year history makes it one of the most mature brands in the category—something Hankins says can be a “double-edged sword.” (Continue Reading Article) 

TCBY Gives Away Free Frozen Yogurt for Mother's Day

What are your plans this weekend for Mother's Day? If you haven't heard yet, TCBY will be giving Mom's across the country 6 ounces of free frozen yogurt or sorbet and toppings to thank them for all they do. All of the 400+ locations across the country will be participating with no strings attached. Local media outlets across the country have featured TCBY and it's Mother's Day give-a-way, something the brand is happy to share with all of its customers.

Here is one article from the Daily Dish in the LA Times today. (Read the Full Article Here)

Mother's Day freebies: Frozen yogurt, truffles, more

By Amy Hubbard

May 10, 2013, 10:54 a.m.

If Mom is a frozen yogurt fan, you're in luck.  A Mother's Day freebie means she c

an have 6 ounces of yogurt or sorbet plus toppings on the house at TCBY.

"No strings attached," vows TCBY's interim Chief Executive Neal Courtney in a news release.

The deal is being offered at the more than 400 TCBY locations nationwide. (You can check the location nearest you to make sure it's in on the fun.)

According to TCBY, mothers who pop in can get "all flavors of yogurts and sorbets, any toppings combinations and all 'Super Fro-Yo,' " which is what the chain calls its offering with fiber, protein and active cultures. (Continue Reading)