|Founded||1981Little Rock, Arkansasin|
Number of locations
|More than 470|
|Americas, Eastern Asia|
and Middle East
|Dustin Lyman CEO|
|Products||Frozen yogurt / Ice cream|
|Parent||Mrs. Fields (2000–present)|
In 1981, Frank D. Hickingbotham opened the first TCBY in Little Rock, Arkansas. TCBY began franchising the following year, and by 1984 there were over 100 stores.
Prior to 1984, the company's name was "This Can't Be Yogurt," but a lawsuit from a competitor, I Can't Believe It's Yogurt!, forced TCBY to create a new name from its initials, eventually using "The Country's Best Yogurt". TCBY began co-branding with Taco Bell, McDonald's, Subway, and Burger King in 1995.
In the summer of 2010, the company opened a prototype store in Salt Lake City, Utah, operating under a different business model. Instead of customers ordering and being served in a traditional fashion, they serve themselves using any combination of available yogurt flavors, add their own mix of fruit or candy toppings, and pay by the ounce.
In 2001, there were 1,777 TCBY locations across the country. By 2011, there were just 405.
- Pct. of stores closed: 77.2%
- Total stores: 405
- Stores closed: 1,372
- 2011 sales: $98 million
- Pct. decline in sales: -60.4%
Products and promotions
TCBY offers frozen yogurt in a variety of flavors. The chain typically serves hard scooped and soft serve yogurt, while newer concept stores only offer soft serve. The new concept stores follow a self-service model, with customers being charged by weight. Soft serve yogurt comes in Golden Vanilla, Chocolate, and White Chocolate Mousse flavors which are available daily, in addition to various rotating flavors. TCBY also serves drinks such as Berriyo yogurt smoothies and Frappe Chillers.
In September 2010, TCBY announced the test launch of breakfast and lunch meal replacement bowls, parfaits and smoothies made from non-frozen "fresh" yogurt called Yovana-Simply Yogurt in two self-service company stores in its headquarters of Salt Lake City.
In May 2011, TCBY launched Super Fro-Yo, a reformulated version of its yogurt with a more nutrient-rich profile. The company brought down the fat content of its yogurt to below 2 percent, so it can be labeled low fat. On January 10, 2012, TCBY launched a Greek frozen yogurt product. TCBY is the first frozen yogurt chain to offer Greek frozen yogurt.
In October 2009, TCBY launched the "This Could Be Yours: The Great TCBY Store Giveaway," a contest that rewarded one person with his or her own TCBY store. To enter, contestants submitted a video, no longer than two minutes, explaining why they should be the recipient of their very own TCBY, why their town is the perfect location, and what they have to offer the brand. Submissions were judged on creativity, a sense of business acumen and originality. Originally, videos were accepted until November 30, 2009, but the deadline was extended until March 31, 2010. On May 26, 2010, it was announced that the winners of the contest were Jared and Sarah Greer of Fayetteville, Ark. The Greers opened their store in April 2011 in Rogers, Ark. with TCBY's new self-serve prototype and store design.
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- TCBY unveils a new self-serve prototype Archived 2011-01-05 at the Wayback Machine Retrieved February 6, 2011
- Liddle, Alan (September 28, 2010). "TCBY launches breakfast, lunch product test". NRN.com.
- "TCBY to serve up Greek Fro- Yo". USA Today. January 10, 2012.
- "In a First, TCBY Adds Greek Fro Yo To Lineup". QSR Magazine. January 10, 2012.
- "Mother's Day Givaway" (PDF). TCBY press release. Archived from the original (PDF) on May 21, 2009. Retrieved May 8, 2009.
- "TCBY to Celebrate Father's Day with Free Frozen Yogurt". Chain Leader.
- "TCBY opens store giveaway contest to video submissions". QSR. Archived from the original on 2011-07-15.
- "Still Time to Own your Own TCBY, Chain Extends Contest Deadline". Restaurants and Institutions.[permanent dead link]
- Greer Family Chosen as Winner of the TCBY Store Giveaway Contest
- "TCBY Returns to Its Arkansas Roots With a Vision for the Future". RestaurantNews.com. April 11, 2011.