TCBY, known for its frozen yogurt, is dropping the “frozen.”
The company is planning to launch the new flagship store in Broomfield, Colo., where its parent firm, Famous Brands International, is based. The new store will feature both a new line of fresh yogurt and a juice bar, reports Nation’s Restaurant News.
The juice bar will feature low-glycemic and fiber juices. Customers also will be able to get smoothies with TCBY yogurt.
Executives from FBI say the company plans to use the new location as a testing bed for new products and designs. If they succeed at the flagship store, the ideas will be rolled out to the firm’s franchisees.
The move is part of an ongoing rebranding of TCBY. In the face of stiffening competition, the company has been experimenting with new products — such as the healthy Super Fro-Yo line — and ways of presenting its products to customers. A recent change is the self-service design now implemented in 125 of the firm’s 650 stores. TCBY also has managed to get its products into Walmart (NYSE:WMT) with pint and quarts of yogurt for sale under its own brand.
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