Cups Frozen Yogurt, a beach-themed, self-serve fro-yo concept, will open its second franchise location on Thursday, May 23, in Parsippany, New Jersey.

To celebrate the grand opening, Cups Parsippany will be offering free frozen yogurt from 4 to 7 p.m. on May 23.

Also, during the grand-opening week, each Parsippany customer will be given a scratch-off card, which contains prizes such as wristbands, beach balls, water bottles, beach towels, and Cups coupons. One winner will receive free fro-yo for a year.

The Parsippany Cups franchise is owned and operated by Lisa Trachtenberg and Karen Abrams.

Best friends with a passion for frozen yogurt, Trachtenberg and Abrams fell in love with Cups and decided to go into business together to become a Cups franchisee.

Both women bring extensive business experience to Cups, with Trachtenberg being a marketing executive with Mosaic and Abrams being a solo practitioner attorney practicing commercial real estate law. 

Abrams has represented the Cups franchisor on the majority of its corporate Cups store lease negotiations and now represents several other franchisees in the same capacity.

Cups cofounder Rick Barbrick says Cups was designed around the experience.

“It’s more of a club-like experience,” he says. “We pump out club dance music at volumes that create a highly energetic vibe; a lounge-type design with couches, ottomans, and eclectic murals; and Cast Members with infectiously fun personalities. It’s the complete experience that gives us that edgy vibe versus an everyday yogurt bar or ice cream shop experience.”

Cups opened its tenth company location earlier this year in Carle Place, New York. Since the beginning of 2012, the brand has signed more than 10 new area development agreements representing 25 franchise units in New Jersey, New York, and Florida.

Denise Lee Yohn: QSR's Marketing Guru, Desserts, Growth, News, Cups Frozen Yogurt