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11 23 09 | Pinkberry adds chocolate & tweaks toppings policy
As the frozen yogurt fad appears to implode in Orange County, industry leader Pinkberry continues to adapt to keep froyo fans happy.
On Friday, the 77-unit chain will embark on a major strategy change when it introduces its first traditional “ice cream” flavor: chocolate. The more indulgent froyo flavor will join Pinkberrys better known tart and green tea flavors on the menu.
I have to wonder: Has Pinkberry caved, joining the ranks of Yogurtland and Cherry on Top — whose self-serve machines pour loads more ice cream-flavored froyo?
Pinkberry Chief executive Ron Graves said the new flavor was created to meet consumer demand — but it remains a very healthy product.
“It’s difficult to make a great chocolate frozen yogurt without compromising taste or quality,” Graves said. “Some taste good, but they are unhealthy and/or are heavy. Some are healthier, but aren’t appealing.”
Graves addressed the chocolate experiment, and other menu changes at Pinkberry in a recent interview. Here’s what he had to say:
The Chocolate Experiment
After working on the formula for more than a year, Graves said Pinkberry’s new flavor should wow fans with its “rich yet light and delicate” taste.
“It’s the perfect combination of high quality, dark chocolate and a low fat, healthier treat - one you crave and can feel good about eating,” he said.
Chocolate will replace Passionfruit on the menu come Friday, Nov. 27.
Endless toppings, sort of
Another menu shift for Pinkberry came last month when the chain changed its toppings policy.
In the past, customers were limited to the amount of toppings they could put on certain froyo sizes.
In October, Pinkberry revamped its menu so that customers can top swirls with as many toppings as will “comfortably fill” a cup. Prices have not changed.
For example, I recently got a medium Passionfruit for $5.95 with about five fruit toppings. (That same size & flavor used to be limited to 3 toppings.)
Once again, consumer demand dictated the menu change, Graves said.
“We have so many new, exciting and high quality toppings that represent thousands of combinations and we want our customers to be able to experience as much as they desire – all for the same price,” he said.
Fading froyo fad
Isn’t the froyo market over saturated?
“No,” Graves said.
Well, then why are shops closing?
Graves agreed that many “shops” have flooded the Southern California market since Pinkberry first opened in 2005. “You are already seeing fall out by those that did not invest in the proper infrastructure to grow or make short term decisions around quality of product, service or real estate.”
So, there’s room to grow for smart brands like Pinkberry?
“No question,” Graves said. “It is a huge market and Pinkberry has barely scratched the surface.”
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