Frozen Yogurt Fails to Differentiate

Tom Dougherty, CEO – Stealing Share

18 March 2013

Frozen Yogurt: A category of followers

This week brought a wonderful change in weather. The winter chill slipped away and gave way to warmth of spring. This prompted a hankering for just one thing: frozen yogurt. Finding some wasn’t hard. Frozen yogurt is everywhere.

Chains like Menchie’s and Red Mango pepper our shopping centers, where once TCBY and Columbo were our only options.

frozen yogurtHaving a wealth of frozen yogurt options is convenient, but is there a difference between the chains?

Actually, no.

Here’s Menchie’s promise: “Guests will be able to go to Menchie’s anywhere in the world and enjoy exactly the same experience every time: quality service, a quality product, a happy environment, a warm and friendly design, and cleanliness.”

Take a look at the mission of Taste: “[an] energetic and friendly environment, where you can experiment with your yogurt and share a unique experience with family and friends.”

Now check out Sweet Frog: “Our goal is to create the best frozen yogurt experience you’ve ever had! You create your own combination of delicious soft-serve frozen yogurt, then top it off with any toppings you choose!”

These banal – and interchangeable – mission statements go on and on.

A rapidly expanding category such as frozen yogurt is rich territory for a company that wants to be different, better and unique. Yet the lazy frozen yogurt market simply caters to location, convenience, cleanliness and superior ingredients — what we in the branding world consider simple table stakes.

The ability to steal frozen yogurt market share will come to the franchise that figures out why its product is truly superior to all the rest.


See more posts in the following related categories: Frozen Yogurt brands Menchie's Sweet Frog


Submit a Comment

Your email address will not be published. Required fields are marked *

Where does Volkswagen stand now?

Volkswagen Brand Repair Tom Dougherty, CEO - Stealing Share 17 January 2018 Where does Volkswagen stand now? Brand repair often represents a daunting task because it means changing a belief system that exists in the market. That you stink. Volkswagen, after...

ALDI is unique, but is it better?

ALDI Tom Dougherty, CEO - Stealing Share 16 January 2018 ALDI is unique, but is it better? There was a time in my life where consuming food was my enemy, bringing about a battle with diabetes. Since then, I work hard at keeping my food intake at bay. Nonetheless, what...

Share This