TCBY eyes Dallas as franchising priority

 
Aug. 15, 2012

Having already exceeded 2012 franchise growth expectations with its new self-serve frozen yogurt operating model, TCBY is now focusing on key markets across the U.S. for continued growth and the Dallas/Ft. Worth area is first on the list.

"It's such a refreshing time to be part of TCBY," said 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."

TCBY is looking to grow in the Dallas/Ft. Worth market by 20 stores in the next three to five years. TCBY has already opened six new self-serve stores in the area and has an additional three stores in development.

TCBY signed an area director agreement with Lone Star Restaurants in 2010 to grow in Dallas, and the new stores that have opened boast some of the strongest unit performance in the company's system.

"We see Dallas 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," Casey said.

To introduce potential franchisees to the new TCBY frozen yogurt franchise model, the company will host an open house at the newly opened location at 1201 E. Spring Creek Parkway in Plano, Texas, on Aug. 25. The event will take place from 9 a.m. to noon. To RSVP for the event, email pcorreale@mrsfields.com.

"As soon as we heard that TCBY was developing a self-serve model, we jumped at the chance to partner with the brand and bring it to Dallas and the rest of Texas," said David Weaver, partner at Lone Star Restaurants. "We know this market can be very aggressive, and we think that the history and reputation that comes with TCBY is what drives its success in the Dallas market."

Read more about franchising and growth.


Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Franchising & Growth , Operations Management


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