Yogurtland announced the addition of Craig Takiguchi to the team as vice president of brand management. Formerly of Japan-based Beard Papa’s Sweets Café, Takiguchi joins the newly created position and will report to founder and president Phillip Chang.

“I am excited that Craig has joined our team,” Chang says. “He shares our values and brings to us a relentless entrepreneurial spirit and a focus on execution and strong sense for the customer experience. His strong leadership skills and proven track record are a great fit for our organization.” Takiguchi joins Yogurtland from Muginoho and its affiliates, the parent company of Beard Papa’s Sweets Café, where he cofounded the international divisions and developed its global franchise system. Prior to Muginoho, Takiguchi was senior vice president of Edison Schools, the then-largest charter school management company in the U.S. Earlier in his career Takiguchi served in key business planning and development roles at Sony Pictures Entertainment, PepsiCo, and The Walt Disney Company.

“I am grateful for the opportunity to work directly with Phillip and his team,” Takiguchi says. “I have always admired the innovation and industry leadership that Yogurtland has maintained over the years, and I hope to contribute meaningfully to its future success.”

As vice president of brand management, Takiguchi will oversee operations, marketing, product development, and overall strategic direction of the Yogurtland brand.

Takiguchi’s hiring coincides with the return of Chang as president of the company. The hiring also comes as Yogurtland eyes growth in 2014 and beyond. The company currently has 300 stores with plans to expand to more than 400 total locations by the end of 2015. Growth will come from a combination of single and multi-unit operators. Heading into the final quarter of 2014, Yogurtland has already added 43 stores this year.


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