Dive Brief:

• Yogurtland, a frozen yogurt chain with over 230 units, is planning extensive growth in the U.S. over the next five years, the company announced on Thursday. 
• The company is targeting 10% annual store growth, which would allow it to double its store count by 2028.
• Yogurtland is targeting major U.S. markets including Phoenix, Dallas, Houston and San Antonio, Texas, as well as Florida.

Dive Insight:

Yogurtland has been franchising since 2007 and has since invested in improving its strategy, operations and support, according to a press release. The chain’s model isn’t labor intensive, as it allows customers to serve themselves. Yogurtland has a reimagined store design and is testing various menu categories such as acai bowls, shakes, smoothies and fruit bowls. 

Last year, the company boosted its digital capabilities, as well. Yogurtland partnered with Olo to provide online ordering. The brand also revamped its mobile app and rewards program, which offers two points for every dollar spent and a $5 reward for every 100 points earned, a birthday treat, three rewards tiers and 50 bonus points for signing up. The revised app offers ordering capabilities, account and transaction history access, gift cards as payment option and tracking progress of rewards, among other features. 

Yogurtland typically prefers shopping center endcaps and urban storefronts for real estate, specifically spaces ranging from 1,000 to 1,400 square feet, according to its website. It prefers sites within large shopping centers, live/work/play developments, grocery-anchored centers or lifestyle centers, among other retail sites. The brand will also consider nontraditional locations, such as airports, travel plazas, colleges and universities, hospitals and stadiums. It is looking for multi-unit developers with liquid assets of at least $1 million.