Industry News | February 6, 2013 | QSR Exclusive Brief

Spanish Fro-Yo Concept Brings Out Guests’ Inner Kid

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For one young frozen-yogurt brand, age is just a number.

Yooglers, an international self-serve fro-yo concept—which opened its first location in Madrid, Spain, in 2011—has set up its first stateside shop in New York City’s Union Square.

And according to Manuel Fernandez, president of Otsu Group and Yooglers, Union Square’s opening is just the start of the chain’s international development.

“We plan to open 30 stores in New York in the next three years,” Fernandez says in an e-mail to QSR. “Since our goal is to become a global leader in the frozen-yogurt market, we are currently negotiating franchise agreements for several international locations in France, England, South America, and the Persian Gulf region.”

Though international growth is important to the young brand, it’s not the main focus. Fernandez says the brand’s original inspiration was kids, and thus, the brand has been built on the idea of creating a family-friendly environment where guests can enjoy being a kid once again.

“Our mission is to spread our Yooglers philosophy all over the U.S.,” Fernandez says. “Yooglers is more than frozen yogurt—it's an experience, a message about discovering your inner child and to be that same creative, adventurous, and fearless kid you once were.”

This kid-centered inspiration even translates to the store design, Fernandez says.

“From the moment you enter the Yooglers ‘world,’ you're greeted with bright pops of rainbow colors, from rainbow ceiling pipes [and] rainbow plush seats to neon LED clouds,” he says. “Adults and kids both love hanging out in our rainbow-inspired lounge area with our comfy, grassy ottomans. Our kids playroom is not just for kids—everyone can doodle on our blue chalkboard walls.”

And though Yooglers’ two existing locations are thousands of miles apart, Fernandez says the same flavors are offered in both units.

“What people love is the fact that they can walk along the Gran Via and have an NY Cheesecake frozen yogurt in our Madrid Store, and on the other side of the world, customers can walk along Broadway and enjoy our exclusive Spanish Horchata frozen yogurt in our NYC store,” he says. 

Response to the Manhattan flagship store has been nothing but positive so far, Fernandez says. “We are so honored to be here and to share our Yooglers experience with everyone.”

By Laurel Nakkas