Call this frozen yogurt 3.0, as Irvine-based Yogurtland Franchising Inc. prepares for the opening of an entirely new fast-casual concept.
The chain next month is set to roll out the first of what will be several Holsom eateries, focused on customization of healthy fare.
The first, a 1,200-square-foot door in Huntington Beach on Edinger Ave., will be company owned and, yes, will continue to serve the customizable frozen yogurt consumers are familiar with.
But it also tacks onto its menu customizable bowls, toasts and beverages.
Holsom’s also priced to be competitive.
Bowls will range from $6 to $9, toasts around $5 to $7 and beverages from $2.50 to $4.
“We have learned quite a bit over the last three, four years,” said Yogurtland senior vice president Sam Yoon. “We have attempted several different things, a lot of study has gone into it and it culminates into this launch of Holsom. Innovation is a big part of our brand and if we were to look at the start of Yogurtland, it’s definitely directly a part of our DNA.”
Frequent Innovation
Phillip and Michelle Chang began their business as a boba tea concept in Fullerton. When the two saw frozen yogurt gaining traction in the market, they made a change, and also iterated on the customer experience with options in both flavors and toppings. That was good for many years as the frozen yogurt wave boomed from 2008 to 2013, Yoon pointed out.
“This innovation [with Holsom] is really going to drive us forward,” he said. “Whereas the frozen yogurt industry has contracted over the last five years, I believe this innovation is going to allow us to take the industry to the next, that second S curve, as we call it. If you look at Holsom, we have a roadmap of continuing to introduce exciting innovations over the next two years.”
Big Plans
The initial Huntington Beach store will not be a one-off, nor is the company looking to simply dip a toe into the concept. It has plans to expand the brand in several ways.
Southern California, company-owned Yogurtlands will be converted to Holsom. Meanwhile, new and existing Yogurtland stores will tout Holsom menu items.
Franchising, which helped grow Yogurtland, will continue to be a model used by the company and Yoon posited Holsom provides a greater return to franchisees given its expanded menu offering.
Holsom’s launch will be paired with a social media campaign, including influencer and loyalty member special events. A grand opening is slated for Nov. 14.
While the company did some influencer activities last year, it’s gaining steam now with the help of Konnect Agency. Deals are still being worked out, but the influencers the company is working with will be locals in the lifestyle and food space.
The marketing strategy will reflect the evolution of Yogurtland and the customer base.
“The modern customer, the Gen Z’ers and the Millennials … if I talk about two key characteristics, one is that I think we have a unique set of customers that are pretty demanding,” Yoon said.
“What they want is high quality, but at the same time it’s delicious. Its price has to be good and it has to be convenient. They’re utilitarian and so all of these elements is, at the core, of how we have developed the product. And then the second element is all around health. All of the customers are very key on health.”
Healthy, high quality and good tasting food at cheaper prices? Yoon said he sees Holsom only bearing out in a “smash” for the business.
