TCBY Gears Up For 2013 As It Announces Boston As A Priority Market And Looks To Open Its First Self Serve Frozen Yogurt Store In The Area

Frozen Yogurt Franchise Targets Fro-Yo Loving Markets Across the US

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Dec 03, 2012, 09:00 ET

BOSTON, Dec. 3, 2012 /PRNewswire/ -- Everything seems to be turning up Peaches and Cream for the frozen yogurt industry leader, TCBY. Having already exceeded 2012 franchise growth expectations thanks to its new self serve frozen yogurt operating model, TCBY is now focusing on key markets across the US for continued franchise growth in 2013. The brand is looking to make next year a banner year as it looks to Boston as a priority market for its continued expansion, and plans to introduce to the area its exciting new self serve frozen yogurt store design. On top of a new design, TCBY continues to lead the frozen yogurt industry by delivering first-to-market innovations, including Greek Fro-Yo and its previous launch of Super Fro-Yo, which was recognized by Prepared Foods Media for its "Excellence in Innovation" award.

"It's such a refreshing time to be part of TCBY," explains Tim Casey, CEO of TCBY. "We have been hard charging, but thoughtful in our growth, product development, marketing and franchise support in the last eighteen months and have garnered the type of momentum this brand deserves."

New Store Design

With a distinct color palette and welcoming social lounge, the new self serve store design boasts a clean and modern design with smart functionality for both consumers and employees. Upon entering the store, customers will find approachable soft serve machines that boast rotating nonfat, 98 percent fat free, no sugar added frozen yogurt options, and dairy-free sorbet, as well TCBY's latest innovation Greek Fro-Yo. Self serve pricing is done by weight per ounce.

Growth in the Boston Market

While TCBY has no plans to move away from national or international growth, its local market strategy offers a more exhaustive, strategic approach to growth that should yield higher store concentration in key markets, which the company believes is good for its franchisees. Today, TCBY is announcing that it has set its sights on the Boston area, where it looks to grow the market by 15 to 25 self serve stores in the next three to five years. It's no secret that Boston loves its fro-yo and has supported both national and local brands for some time, including TCBY. With encouraging research which points to an abundance of those who fall into the brand's demographic, TCBY believes the favorable competitive environment will lend to its success. After an in-depth exploration, the brand also found that the self serve frozen yogurt market is not overbuilt which would allow room for brands like TCBY to enter the market, and analysis has shown that the Boston metro area can support up to 25 new self serve locations.

Adds Casey, "We see Boston as one of a number of strategic growth markets for franchise development. To date, consumer adoption and enthusiasm for self serve has exceeded our expectations and new and existing franchise interest has run parallel with that excitement. Package that with what we have invested into the food science of our fro-yo, giving our R&D team the chance to distance itself from the category with innovations like the healthiest frozen yogurt in the market place, Super Fro-Yo, and the first-to-market Greek frozen yogurt, and it's paying dividends for our brand and our partners."

About TCBY

Based in Broomfield, CO, TCBY, The Country's Best Yogurt has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981. Ever since, the great-tasting, low-fat frozen yogurt concept has received an enthusiastic response from an increasingly health-conscious public. TCBY boasts the industry's healthiest traditional frozen yogurt choice, Super Fro-Yo, the 2011 Prepared Foods Excellence in Innovation award winner, as well as the industry's first-to-market Greek frozen yogurt option. With more than 650 locations in the United States and internationally, TCBY has long been a healthier alternative for consumers looking for a treat or snack. To learn more check out www.TCBY.com.

SOURCE TCBY