Article
16 Handles embarks upon East Coast expansion
March 21, 2011 by Alicia Kelso — Editor, QSRWeb.com
Manhattan-based frozen yogurt concept 16 Handles, which began franchising in August 2010, is set to open five new East Coast stores this spring. Expansion plans also call for up to eight locations in New York City within the next two years.
The newest locations include University Commons in Boca Raton, Fla., later this month, followed by Clifton Park, N.Y.
Then, developers Bruce and Susan Cohen will open their first store in NYC’s Upper West Side on April 15, followed by a unit opening in May in Port Washington, Long Island, N.Y. by developer Scott Silverman.
Solomon Choi, founder and owner of 16 Handles, said the company is currently searching for the right brand partners to help with its East Coast growth, as well as master franchisees for international expansion.
The company recently hired Erik Mallon as vice president of franchise development to help achieve these goals.
Mallon and his wife Lisa will open the first Fairfield, Conn., location this summer, which will feature a new store design currently featured at 16 Handles’ Upper East Side NYC and Jericho locations (See photos here).
The design includes LCD screens with animated flavor/nutrition facts and updated video images to showcase local promotions, new flavors and contests. Each new store opening will feature promotional giveaways, including iPads, T-shirts, gift cards and more.
The customized concept
The 16 Handles concept relies heavily on customer interaction and experience. Guests are able to control their portions, flavors and toppings at the store, which rotates 16 flavors “on tap” daily and by location.
Popular flavors include Pina Colada Tart, Red Velvet Cake, Blueberry Tease, Berry Medley Sorbet, Vanilla Sky and Peanut Butter Confession.
“We are constantly offering new flavors and topping varieties based on customer feedback,” Choi said. “Our newest flavors in our lineup are Blackberry Addiction and Angel Food Cake.”
Additionally, more than 40 toppings are offered, such as carob chips, almonds, granola, yogurt raisins and seasonal fruit. Also available are non-fat, Kosher-certified, and live and active culture-certified frozen yogurts. Flavors also are available in non-dairy and sugar-free versions.
In addition to customizable yogurt options, 16 Handles touts its eco-friendly practices. Items are served in biodegradable cups (or edible waffle cups), and the company has partnered with Trees for the Future Foundation. Since opening its doors, 16 Handles has contributed to the planting of 16 trees per day.
"We set a benchmark in the industry by being the first to implement eco-friendly packaging and supporting tree planting and agroforestry training around the globe," Choi said. "Our customers seem to feel a connection with a conscientious company that tries to do more than just sell frozen yogurt."
Good timing for expansion
16 Handles’ ambitious growth plans come at an opportune time for the frozen yogurt segment.
Technomic recently released a report that found the fro-yo concept to be the fastest growing within the frozen desserts/snacks spectrum.
According to the a U.S. Market for Ice Cream and Related Frozen Desserts report, the ice cream and frozen dessert market is expected to grow by more than $4 billion (to $27.6 billion) by 2012.
