Frozen-yogurt shops are popping up all over the U.S.
In fact, a small family-oriented community outside of Phoenix, AZ called Ahwatukee had three pop up within 6 months of each other in 2011.
Most yogurt stores tend to be family oriented, target families [in the area] and get involved in the local community. That’s why whether you’re in the frozen-yogurt business or not, it’s really important to know who your competitors are, what they have to offer, what makes them unique and who they are targeting…so you can be different and stand out from the other businesses!
Because if you look like everyone else and are doing the same thing as your competitor’s, I’m afraid you’re average and…
“If you’re average — you’re simply blending in with the wallpaper.”
Being average is boring and rarely, if ever, memorable. So in order to attract your ideal clients you must SET YOURSELF APART and promote your uniqueness!
How are these three Ahwatukee frozen-yogurt shops standing out from the others and showing their uniqueness? Let’s take a peak.
YOLLIPOP FROZEN TREATS
Immediately upon walking inside for the first time I was greeted with a playful kid look! The duo colors of soft pink and lime green brings a cheery, light-hearted appeal to this shop. With the TV at a 3-year olds height (featuring the Disney channel), toddler only seating area, and turn the handle topping dispensers, I thought this is the perfect place to come if you’re a mom with toddlers.
Besides the internal shop image, Yollipop is also setting themselves apart by offering catering and fundraising to local area businesses, organizations and schools…not just yogurt but hot/cold espresso drinks, smoothies, shakes, boba and gourmet cupcakes.
When I went to the Yollipop website, I found this statement about their brand…
Our story is simple. You see, our store was born with the desire to bring a little fun back to the “Frozen Treat” business. After all, you simply cannot say “Yollipop!” without a happy and colorful childhood thought popping into your mind!
I agree. Visions of playing CandyLand and watching Shirley Temple movies (black and white originals) with my sister Cara popped right into my head!
Image: A Playful, Preppy, KiddyLand.
Ideal “niche” clients: Mom with toddlers and catering to local businesses/orgs/schools.
Right away I walked into a sensory overload experience…from the ‘Menchie Mascot’ and chalkboard that kids will love, to the green/tan/ gray round tiled wall and modern décor that adults will love, to numerous pumps of eclectic yogurt flavors and toppings – I honestly couldn’t decide what to look at (and mix up) first!
Through a careful selection of typography, colors, images and design, Menchie’s has developed a world-class brand. And by adding touches like a cork bulletin board loaded with local customer polaroid pics and events, they’ve been able to grow local community roots as well.
Menchie’s is setting themselves apart by being a neighborhood gathering place for families to MIX…mix kids and adults in one place, mix hundreds of yogurt and topping concoctions to indulge your individual personality, mix being a good person by helping others in your community. By the time you leave, you’ve mixed a 360-degree experience!
Tagline: What’s your mix?
Ideal “niche” clients: Families with young kids (living within a 5 mile radius of the location) and local event/charities/fundraisers.
Wow, I was immediately energized by all the orange! Did you know that the color orange…
- represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation?
- increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity?
- is highly accepted among young people?
- as a citrus color it is associated with healthy food and stimulates appetite?
…See what I mean – WOW!
Orange Leaf gives Ahwatukee and its residents a fun, upscale environment to go and have a premium product that is healthy and as delicious as ice cream. They actually make and mix the yogurt themselves and freeze it in the store.
The store is beautiful and also has wireless internet access – which is a perfect location for people like me to work and/or meet with clients.
Here’s what the Orange Leaf website states…
Who we are: Simply put, Orange Leaf is America’s Frozen Yogurt™. We provide you with decadent flavors reminiscent of your childhood trips to the local dessert shop as well as fruit-based flavors that will suit even the most health conscious individuals.
What sets us apart: The combined characteristics of superior taste and texture of our product and our family-oriented, visually uplifting environment.
Tagline: America’s Frozen Yogurt.
Ideal ‘niche’ clients: Young adults and working women/men.
So there you have it. Three Ahwatukee frozen-yogurt shops standing out from their competitors and showing their uniqueness.
My Marketing BFF Advice.
Always know who your competitors are, what they have to offer, what makes them unique and who they are targeting…so you can be different and stand out!