TCBY The Country's Best Yogurt

MT. PLEASANT - TCBY, The Country’s Best Yogurt and the frozen yogurt innovator, is proud to introduce its latest innovation, a store design that showcases self-serve frozen yogurt. Charlotte resident Samuel Batt, who opened the brand's first self-store location and owner of five self-serve TCBY locations in Charlotte, NC locations is expanding to the Mt. Pleasant Towne Centre, planned to open in Spring 2011 on Theatre Drive. “I took an exhaustive look at the quick-service segment and specifically the highly competitive frozen yogurt category and agreed that TCBY had the most business potential,” explains Batt, owner of the Charlotte TCBY locations. “Not only does TCBY provide a great overall product, but with this new prototype, customers will be able to create their own customizable TCBY experience each time they walk in our door.” “With our partners StruckAxiom and Foster Research & Consulting, we took an exhaustive look at the frozen yogurt category and conducted research to determine what our customers wanted from their frozen yogurt experience,” explains Tim Casey, CEO of TCBY. “The extensive focus group data we received reinforced our leadership position with taste, but that we needed to elevate the innovative nature of our brand by refreshing the identity itself. We coupled that look with a modern lounge feel, all while making it simple to serve yourself. Too often self serve can be daunting to the consumer and we have gone to great lengths to ensure it’s a refreshing, user friendly experience.” Upon entering the store, customers are greeted by six soft serve machines boasting 12 rotating nonfat, 98 percent fat free, and no sugar added frozen yogurt options, as well as dairy-free sorbet. After choosing their favorite flavors, customers can approach an extensive toppings bar with hot, cold, and dry stations to finalize their creation. Pricing is done by weight for $.45 per ounce. Submitted by Cameron Easley, Community Web Producer Thursday, March 10th, 6:04 pm