Yogurtland is a frozen yogurt brand that has seen significant growth and success in recent years, thanks to its digital-centric approach to innovation. When Brittany Knollmiller joined as the Director of Marketing in 2020, she played a crucial role in driving the brand’s transformation towards digital initiatives. This shift included revamping the loyalty program, launching online ordering, and introducing a new app, all of which contributed to the chain’s impressive growth.
Knollmiller highlighted that Yogurtland has achieved three consecutive years of double-digit same-store sales growth, signaling the success of their strategic pivots. This momentum has led to an expansion in store openings and an increase in development commitments from both new and existing franchisees. Despite facing challenges such as the closure of nearly 60 locations in 2020 during the pandemic, Yogurtland saw a 22% increase in revenue to $12 million in 2022 compared to $9.8 million in 2021. By the end of 2022, the brand had 209 stores open in the U.S. and was focused on further growth.
Looking ahead, Yogurtland aims to open 25 to 30 new stores this year, with a focus on key markets such as California, Texas, and Arizona. The brand’s expansion plans also include targeting areas like Utah, Colorado, New Jersey, and Pennsylvania, with a minimum requirement of three stores for franchisees. Existing franchisees are also looking to expand their footprint, with one example being Paul Gill in Los Angeles County, who plans to increase his units from 16 to 24 in the next four years.
The success of Yogurtland can be attributed to its strong focus on digital initiatives, as Knollmiller emphasized the importance of understanding the needs and preferences of online customers versus in-store guests. By enhancing their digital capabilities and introducing a robust loyalty program, the brand has seen significant growth in membership and spending among loyalty members. The Real Rewards program, with features such as earning points for each dollar spent and birthday treats, has been instrumental in driving customer engagement and loyalty.
In addition to its digital strategy, Yogurtland has remained relevant by staying attuned to consumer trends and preferences, particularly among its target audience of millennial moms and Gen Z consumers. As frozen yogurt regains popularity, the brand has focused on developing innovative flavors and partnerships to appeal to changing consumer tastes. By leveraging past campaigns and taking risks, such as collaborating with emerging music artists like Laufey, Yogurtland has been able to create unique and engaging experiences for its customers.
Overall, Yogurtland’s success story showcases the power of digital innovation, strategic marketing, and a customer-centric approach in driving growth and staying ahead in a competitive market. With a continued focus on expansion, innovation, and customer engagement, Yogurtland is poised for further success in the years to come. Yogurtland recently launched a successful campaign featuring an exclusive flavor called Laufberry, a strawberry-flavored frozen yogurt inspired by a TikTok jazz artist. The response from customers was overwhelmingly positive, prompting the company to plan for more collaborations throughout the year. According to Knollmiller, the promotion highlighted the importance of targeting Gen Z and millennial moms, emphasizing the need to stay current and relevant in order to attract and retain customers.
To ensure that their flavor offerings remain on trend, Yogurtland carefully balances their core favorites with seasonal flavors. By conducting pulse checks on their target audience, gathering consumer insights from surveys and loyal customers, and engaging with social media feedback, the company is able to stay ahead of the curve. Knollmiller stressed the importance of listening to guests and trusting intuition when selecting new flavors, noting that consumer insights have significantly impacted their flavor lineup.
In addition to innovative flavors, Yogurtland also pays close attention to consumer preferences for toppings, adjusting offerings based on seasonal trends. Advanced planning is crucial to the supply chain process, especially for flavors like pumpkin cheesecake that require securing ingredients well in advance to prevent shortages and keep guests satisfied. The company conducts thorough analyses of each flavor and promotion, using key performance indicators to make informed decisions for future optimizations and adjustments.
Looking ahead, Knollmiller envisions continued evolution for the brand through innovations and staying abreast of trends and technology. Immersive experiences and augmented reality activations are on the horizon, as Yogurtland aims to engage guests in unique ways and create memorable experiences. Popups and surprise events are also in the works to meet customers where they are and further enhance brand engagement.
In summary, Yogurtland’s commitment to staying on trend, listening to consumer feedback, and embracing new technologies positions the brand for continued success and growth in the years to come. With a focus on innovation and customer satisfaction, the company is poised to deliver exciting and engaging experiences that will delight guests and keep them coming back for more.
