Industry News | May 17, 2011

TCBY Unveils New and Improved Website

In 2010, TCBY introduced a new self-serve store model and new brand identity to rave reviews in the restaurant industry. They took do-it-yourself to a whole new level. In keeping with that theme, the company is announcing a new website experience at that offers consumers a platform to engage with the brand and create their own frozen yogurt "swirl" masterpieces.

"Admittedly we have a range of iterations of our brand in the marketplace, including our recently launched modern, self-serve design. It's the nature of being a 30-year-old pioneer," says Tim Casey, CEO of TCBY. "However, as we introduce the next generation to all that is special about TCBY, we feel it is critical to engage them with a relevant look, coupled with Internet tools that have become second nature to the way consumers experience their favorite brands."

With a fresh spin on an iconic brand, the website offers the first transparent look at the nutritionals that distinguish TCBY as the country's favorite fro-yo brand. With the help of local design firm, StruckAxiom, the website feel is sleek and modern, with an easy to use interface designed to educate consumers about the distinction, for example, between just ordinary yogurt and TCBY's great tasting, healthy yogurt.

Immediately upon entering the site, customers are greeted with the brands iconic swirl while seamless navigation highlights the brand's menu and nutrition, as well as a brand new store locator. From there, customers are invited to create their own swirl, learn more about their customized swirl, and ultimately share and save their TCBY favorite creations. Highlights of the website include:

Experience: Here customers can "give it a swirl" by choosing their favorite flavor(s) and adding their choice of toppings. Once they have mastered the swirl, they can save it as a work of art on their computer or share via email, mobile device, Facebook, and Twitter.

Menu and Nutrition: Customers are greeted by a full page of their favorite swirl flavors when entering the menu and nutritional pages of the website. Here they are invited to click on their favorite flavor, add toppings, and open a drop down menu to see the exact nutritional information for their swirl. Customers will also find the nutritional information for all of TCBY's healthy indulgences, hand scooped frozen yogurt, Beriyo smoothies, and other specialties like cakes and pies. This section of the site also highlights the healthy aspects of TCBY's frozen yogurt including probiotics, fiber, vitamins, calcium, real dairy, and much more.

myTCBY: This section features links to join TCBY's eClub for the latest frozen yogurt news, specials, and flavors and to register loyalty cards.

Store Locator: TCBY has updated its store locator technology, allowing customers to easily find their local store as well as any new stores opening soon. The store locator features all U.S. domestic locations in a map format. Customers may click on their favorite store, which will redirect them to that store's localized website. Each store's site features flavors, specials, news, events, and store information.

Along with the new customer-facing site, the company has updated its franchise sales site, Potential franchisees are greeted by the new brand identity, with an animated interface that will allow them to see a variety of store platforms, whether it be self-serve, inline, kiosk, or express. The site also features current TCBY franchisees, offers facts, and walks potential franchisees through the steps in the TCBY franchising process.

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