CUPS Frozen Yogurt, the beach-themed self-serve fro-yo concept, will celebrate the grand opening of its first Virginia location at 4 p.m. on Tuesday, March 11, at the Barracks Road Shopping Center, 973 Emmet Street North in Charlottesville. Free frozen yogurt will be offered from 4–7 p.m. on opening day, March 11.

During the grand opening week, each Charlottesville customer will be given a scratch-off card, which contains prizes such as iPhone covers, blankets, pens, glow-in-the-dark wristbands, and CUPS coupons. One lucky winner will receive free fro yo for a year.

With 20 locations in New York, New Jersey, California, Florida and Virginia, CUPS is one of the fastest growing frozen yogurt concepts in the U.S. Over the past six months, CUPS has signed 10 area development agreements representing 45 franchise units.

CUPS is much more than great frozen yogurt; CUPS was designed around the experience, says CUPS cofounder Rick Barbrick,

“It’s more of a club like experience. 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,” Barbrick says.

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