TCBY is shifting its focus to help consumers discern what it calls "healthy truths." TCBY will introduce a new brand identity and a modern store design in its first corporate store in five years in Salt Lake City, where its headquarters are located.
According to the frozen yogurt company, changes will include a commitment to the category's healthy standards, a new customer experience that allows for a "do-it-yourself" approach and updated store designs. The updates include store-front and indoor signage changes, new packaging and employee uniforms, and a new batch of marketing collateral.
The modern design will be centered around 10 to 15 soft serve machines that allow customers to pick and choose their frozen yogurt options that include 98 percent fat-free and fat-free, as well as sorbet.
Once customers choose their base yogurt, they can continue on to an extensive toppings bar that includes hot, cold and dry stations. Pricing of the creations is done by weight, at 39 cents per ounce.
TCBY has more than 400 stores and anticipates growth from this self-serve model. Currently, TCBY has six self-serve locations in development and is projecting to open an additional 100 by the end of 2011.
The Salt Lake City corporate store is set to open July 23. A second corporate store is set to open - also in Salt Lake City - in September.
