pinkberry. There are two major developments that are apparent in this frozen yogurt fad: eating healthy and being hip and trendy. Its obvious that Pinkberry, as well as other frozen yogurt chains, has taken full advantage of these recent development

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 Memorandum

To:                Young Entrepreneurs

From:                Antonio Braganza

Date:                September 20, 2007

Subject:        Pinkberry Leading the New Frozen Yogurt Fad

Frozen Yogurt has always been everyone’s favorite snack, right?  Wrong.  It is only recently that frozen yogurt regained its popularity with the public.  This new fad, however, comes with a twist.  Differentiating it from old fashion ice cream, the new frozen yogurt is all natural, only adding to its appeal.  Yogurt chains, realizing this appeal, have been opening in locations across the nation.  The most successful of these chains is the ever popular Pinkberry, which has taken advantage of the public’s need to be healthy and hip at the same time.  Although fads come and go, I believe that this trend is here to stay.  

Yogurt Chains on the Rise

Due to this new frozen yogurt craze, numerous yogurt chains have been opening up.  According to Rachel Kyllo, vice president of marketing for St. Paul, Minn.-based Kemps LLC, frozen snacks are perfect for people that are in a hurry, such as students and people in the workplace.  They taste great and are not as bad for you as other desserts, such as donuts and other pastries (Stagnito Publishing Company).  Summing up the reason for this trend, the general public wants to treat themselves to the great taste of ice cream, without having to worry about the calories.  The new frozen yogurt chains seem to have solved this problem, which is why they have been so successful.  The frozen dessert category is now a $6.3 billion industry, according to the foodservice consulting firm Technomic Inc. (Nation's Restaurant News).  These types of figures have never been seen in the past, even though frozen yogurt has been around for a while. Pinkberry seems to be leading the charge, but others have followed in their footsteps including:  Yogurberry, Red Mango, and Snowberry.  Although these competitors basically sell the same product, their success is nowhere near that of Pinkberry.  

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The Success of Pinkberry

It is no surprise that the most successful of these chains is Pinkberry.  Opened by Shelly Hwang in the 1980s, Pinkberry is one of the fastest growing chains in recent history.  Along with Young Lee, the two were able to turn Pinkberry into America’s official guilty pleasure.  Having done his research, Young states his objective of “creating an enjoyable experience for his customers.  He compares this experience to shopping at a department store as opposed to a grocery store calling a trip to the groceries a chore while a trip to a department ...

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