TCBY has introduced a new prototype in the company’s hometown of Salt Lake City, featuring an updated design and a self-serve model.
“To me, this was our opportunity to come back with a store design that’s not just beautiful but is really relevant to what people are looking for today as a place to hang out,” says Timothy Casey, president and ceo of TCBY parent company Mrs. Fields Famous Brands, reports QSR Magazine.
Firm StruckAxiom provided the new design which includes a teal-and-pink color scheme, brightly colored furniture, a wave wall that changes colors and a flatscreen television boasting the nutritional benefits of yogurt.
Casey told QSR that the new format was created to attract a new audience to the 30-year-old company. “We don’t want to alienate our traditional consumer, which is families,” he says. “But we also want to be appealing to that younger group that’s looking for a great place to hang out, that’s looking for a way of self-expression. And I think we accomplished that.”
The new location is the company’s only corporate-owned store, and will be used for testing the various new concepts. A second corporate-owned location is expected to open in Salt Lake City in September.