I Investigated the Frozen Yogurt Craze of 2010

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🍦 Do you remember the frozen yogurt boom of the early 2010s? Have you ever wondered what happened to all those froyo places? I took a deep dive into the rise and fall of the frozen yogurt industry to find the answers.
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Опубликовано:

28 сен 2024

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Комментарии : 1,1 тыс.

@therealsamreid 4 месяца назад

Thanks so much for watching! Drop your memories from the Golden Age of Frozen Yogurt™ in the comments below. Also...do you think froyo will make a comeback???

@chiefpacman 4 месяца назад

Not sure about everywhere, but here in TX seems like the new craze is snow cone trailers being everywhere lol

@ricmolina6273 4 месяца назад

Yes! I’m looking for a fr yo place here locally to take my daughter too our generation is growing up and having kids I think we want that nostalgia back and I want to enjoy that with my little girl!

@adampackard7953 4 месяца назад

Menchies was the hangout spot in my town in So Cal growing up, rip the fancy spoons Also, I miss the old Studio Revue outro music 😢

@alexanderclark7916 4 месяца назад

In Australia, I've noticed froyo is still somewhat popular in major cities - while gelato is popular in regional cities

@mst3kanita 3 месяца назад

i stopped eating fro yo when the sweetfrog chain stopped offering tart at most locations. That was my favorite :(

@EthanStraus 4 месяца назад

In 10 years there will be a video on Crumbl and those cookie places

@JCNoodlehead 3 месяца назад

I have no idea what Crumbl or cookie places are. Perhaps I haven't gotten wind of the next rising craze.

@cruelsafety 3 месяца назад

@@JCNoodleheadpeople buying 10 dollars for one mildly larger than the average cookie and also the gimmick is that they're undercooked so you're basically eating a mound of wet greasy cookie dough with frosting and sprinkles and crumbles and stuff on top to look instagrammable

@HenryZhoupokemon 3 месяца назад

@@cruelsafetynot exactly slightly larger than average when they have 2-3x the calories of their competitors Yeah they’re overpriced, but the things are pretty damn big

@FalconOfStorms 3 месяца назад

@@JCNoodlehead Mormon cookies.

@lisak7380 3 месяца назад

There was also a cupcake shop craze in the 2010s.

@ryanbalcom2874 4 месяца назад

I’m glad someone recognizes this extremely niche but major part of my childhood

@nam3go3sh3r3 3 месяца назад

There is nothing niche about frozen yogurt

@ZaynneThaWook 3 месяца назад

I used to go to the movies with my grandma and get froyo afterwards. The theatre was at the mall and the froyo place was right by the exit. Good times 🥲

@fungustheclown666 3 месяца назад

@@nam3go3sh3r3 it's niche as it was only really there for one generation.

@bicuriousdirtbikeboi2594 3 месяца назад

Yeah same

@selenite3890 2 месяца назад

people still get froyo.

@ryanblanc5337 3 месяца назад

I never will forget this craze. It put my hometowns ice cream shop out of business while I was in high school. It still haunts me to this day

@ND-nx1nt 3 месяца назад

Wow! This craze was deep. I did not think that it would affect a business like this.

@mlw9195 3 месяца назад

They should’ve adapted

@JaneWombman-fn6ck 3 месяца назад

@@mlw9195adapt to a passing fad because consumers have low impulse control and aren't immune to propaganda

@smileydog5941 2 месяца назад

But ice cream is way better than froyo

@PlatoonGoon 2 месяца назад

Better to stay true and close like you were than adapt to every new trend and likely end up losing all your old base. Not an easy choice and likely lose-lose.

@jonathanfowler694 4 месяца назад

My mom still has Menchies spoons in the utensil drawer; they were just too cute and durable to throw away

@oxxn111 4 месяца назад

dude me too, they're an artifact

@heatherh1109 4 месяца назад

I also have their spoons in the utensil drawer! Some sweet frog locations have color changing spoons and I keep those, too.

@andie2155 4 месяца назад

We have Orange Leaf spoons that we still use everyday because their square scoopy edges are PERFECT for scooping out wet cat food!

@scar3785 3 месяца назад

My mom but with yogurt land

@shefalivenkatramani6789 3 месяца назад

Honestly it feels like it’s probably related to the quote from the gold place that goes, “ There’s something so human about taking something and ruining it a little so you can have more of it.”

@anayaj7163 2 месяца назад

Jesus is the only way, truth, and life! Truly seek Him and He will reveal Himself to you. He is close to the brokenhearted! I am so confident in my God, I am sure of this! Stay strong and you can do this/get through this in Christ! I will be praying for you!

@lalalovesmusic3 3 месяца назад

I was a teenager during the froyo boom and it's honestly so nostalgic for me... my first job was at a local froyo place! All of them are gone now, it was a super weird thing to see come and go.

@anayaj7163 2 месяца назад

@sophialwei 4 месяца назад

Where I am, the boom of bubble tea locations reminds me of what happened with froyo stores (lots of stores often in proximity to another one, and also expensive!). I wonder if they will also eventually fall down the same path…🤔

@vinstinct 2 месяца назад

@@sophialwei It's funny. In California, the boba boom was before the Froyo boom. Around 2001-2008. I think the popular thing is the crumbl cookie fad.

@pb9927 2 месяца назад

Same! I grew up in Cali but I moved to Vegas around 13 years ago. I've consistently gotten boba with my friends in both places.

@remyfelsch219 4 месяца назад

Sam, you should talk about the rise of the boba craze!

@fancieterrell2977 3 месяца назад

Yes

@MrTonyromo5oo 4 месяца назад

Sam. If you see this. Your message at the end made me tear up. Been going through it. Thank you sam

@Complete.cyclepath 3 месяца назад

May brighter tomorrows be on your horizon homie.

@anayaj7163 2 месяца назад

@blakekret 4 месяца назад

When I was in elementary we had a place called yogurt mountain. We would go as a family every Sunday after synagogue. It closed down in 2016 so we started going to the menchies around the corner. Then they closed in 2018. We ended up stopping this tradition because the few places left were too far or on their way to the grave. Some of the best memories there

@annieboookhall 3 месяца назад

On a Sunday?

@jillsarah7356 3 месяца назад

Jewish person here. Maybe the commenter meant after Hebrew school class on Sundays? 🤔

@annieboookhall 3 месяца назад

@@jillsarah7356 Maybe? I'm not Jewish (unless a lame ass 2% Ashkenazi from dad actually counts), so I was very confused 🤣

@jaihummel5057 3 месяца назад

@@annieboookhall I think they're a messianic Jew perhaps?

@totallyrealnotfakelifeadvi7547 2 месяца назад

Why did you have synagogue on Sunday? Was that when Reform Judaism tried to switch what day Shabbat was?

@scatteredstraw 2 месяца назад

The editing on this felt like a 90's doco with better graphics; it was everything I didn't know I needed. 11/10.

@anayaj7163 2 месяца назад

@LittleMissRockChalk 3 месяца назад

I live in Kansas. OrangeLeaf was everywhere. My go-to was wedding cake or cheesecake froyo topped with graham cracker, strawberries, and the pink bubbles that you pop in your mouth. 2010-2013 was the middle and end of college for me. There was a location near my college sweetheart’s townhome, so we went together a lot.

@anayaj7163 2 месяца назад

@JonathanKollodziej 3 месяца назад

The touching music towards the end with the slideshow was just *chef kiss* Lol I'm actually recently new to the Froyo game, my fiancé got me into it a couple years ago and we go by OrangeLeaf every chance we get (also filling the cup too much everytime). Great content man!

@BlocksoBlock 3 месяца назад

I remember there used to be a Sweet Frog nearby in my town and I loved going there, but when the pandemic happened it shut down, and I haven’t ever seen one since. But I’m so glad you talked about and showed it off briefly in this video! It brought back lots of memories.

@danieldiasgranados2311 2 месяца назад

blows my mind that you did this in RVA because when i started feeling nostalgic for froyo i went to carytown (2019), and then i see the EXACT SWEETFROG i went to when I was having a panic attack in college, this video hit so deep in so many ways.

@rebashhhh3448 4 месяца назад

I miss going to the mall with my mom or friends and ending the day with a froyo. There's a place on my way home from work and on a super bad day I'll stop and treat myself with some. I love you frozen yogurt. My favorite toppings are gummy worms and mochi, lowkey love how hard to chew the worms get when they're cold.

@MorningStarScorpio 4 месяца назад

I really enjoyed this video. I would definitely love to see more content like this from you.

@DanDuffy071 4 месяца назад

In the suburban NJ town where I grew up there were 5 frozen yogurt places within a ~ 2 square mile radius. One of which was shown at 8:46 in this video and the last one to close in our town

@jackiegalvez7606 3 месяца назад

RIP Berries, the best frozen yogurt spot in the San Gabriel Valley. I still think about your purple walls and Cold Stone-style mix-ins far too often

@AeroFlambe1 4 месяца назад

So fun fact Irvine and Rowland Heights have pretty heavy Asian populations. And with Irvine being in Orange County and Rowland Heights being more outside LA, Frozen yogurt basically stretched the entirety of Southern California

@markkennedy8968 3 месяца назад

Production gets better and better every video

@THEREALVITO 3 месяца назад

There's a romcom movie from 2010 called "Enough Said" that actually has a scene in a froyo shop, and I was shocked to even see that craze acknowledged.

@omgANT7508 4 месяца назад

Can you do quick stop stores next? We seem to be in a new trend like froyo had where there is a Wawa on every corner or a royal farms. What makes them so needed what makes them need to be everywhere even down the street from one another.

@ouchoofmyankle4732 4 месяца назад

My area has one frozen yoghurt place withstanding to this day. I think it lives because it’s, firstly, the only one in a forty mile radius of some pretty densely populated suburban sprawls and, secondly, it’s prices have not changed in the past ten years. As everything else slowly raises their prices our sole Orange Leaf stayed the exact same-to the point that it’s now considered cheap compared to other ice cream spots. Interesting stuff.

@DeepSeaLugia 2 месяца назад

These are back in trend in Perth, Western Australia. The most isolated major city we have.

@TylerDay-po1eh 4 месяца назад

This guys production is top tier. Menchies was goated fr

@andrewdotmp4 2 месяца назад

i'm only 18 so i missed the froyo trend by being too young, but in 2014 this place called "MoFroYo" took over western mass and had two locations near me, but they all closed within a year and a half because they were really expensive for the era. now the only froyo left around here is a tutti frutti in the holyoke mall

@NigelMelanisticSmith 4 месяца назад

Love this video's timing. A few months back I wanted some Froyo and was very surprised to see only 1 left in my town lol.

@Zoltronic. Месяц назад

I opened a froyo store in 2009. Learned a lot. I know exactly how it needs to come back, but not sure I should. Your video may have pushed me over the edge...

@shwmehvn 3 месяца назад

There was an earlier yogurt craze back in 1988-1994 that's when a chain popped up called Penguin's. They opened shops everywhere and within a few years disappeared.

@LETTUCEWRAPS 4 месяца назад

I was literally just thinking about this the other day. You’re always on top of it Sam. Shout out.

@ChickenNugget-ev8zd 3 месяца назад

I was a little kid through the whole Froyo craze, and I remember loading up on toppings so that the total was really high the first time I went, so from then on my parents only let me have three toppings whenever I got frozen yogurt.

@michaelwoolverton5606 4 месяца назад

We had yogurtland, menchies, pink berry, tutti frutti and sweet frog, as well as a couple more locally owned frozen yogurt shops in my city. I loved going to all of them and it definitely had a choke hold on my early teen years. Now I’m pretty sure yogurtland is the only one that is still around

@LittleMissSunshine721 3 месяца назад

I had a fro-yo shop that I would go to occasionally. One day, I had a huge craving for some and came to discover that they closed up shop. I was so disappointed. My favorite topping of them all was the cheesecake bites. I don’t think I’ve had any since. 🍨😔

@tr0picknowledge 2 месяца назад

I was in high school from 2011-2015 and man did froyo have a chokehold on us after school 😅 good memories. Thank you for this awesome video!

@Mozzylver1 3 месяца назад

Anyone else remember that before frozen yogurt it was ice cream places with mix ins? Places like cold stone creamery and marble slab. When i was in middle school and high school, after every event or performance we would go to a marble slab to get ice cream. Then eventually we started going to the orange leaf frozen yogurt place because it was "healthier". Orange leaf was also just a decent hang out for teens to go and sit in their uncomfortable chairs. I hope there are still third places like this for teens nowadays.

@milepost26.69 3 месяца назад

suprisingly my town has managed to keep its sweetfrogs through all of the events, and its doing really well actually. Interesting to see how much the market has gone down and ive never even noticed.

@luchewigg168 3 месяца назад

I always struggled to choose between a chocolate based froyo and a fruit based one. I usually went with fruit and I loved those popping boba things!

@siddarthbhagirath5883 4 месяца назад

In my local hometown we had a place called Stella's in a brand new plaza about 8 minutes walking from highschool. It was awesome because all my friends would go in the evening after wrestling, concerts, and other outings. Bowls were about $5 to 6.50 including tax. The best ever.

@Chewsiffer18 4 месяца назад

Sam using a Drew Holcomb and the Neighbors song in his video is the highlight of my day. Love the video man! Awoke a part of my past I had long forgotten

@Acesmcnugget 4 месяца назад

Shoutout to America's best aerobic athletes!! 0:47

@wait_whatt 3 месяца назад

I had no idea it was yogurt and not an ice cream until this video. We had the frozen yogurt boom in my country a bit later than in the US (2012-2017 I think). It was ridiculously overpriced like every place with cost per 100g of topping istead of cost per portion. I still vaguely remember how I, a broke student at the time, was devastated by the price for three strawberries and one cookie and never visited it afterwards. These places still exist in some malls but definitely fell out of popularity

@meredith0223 4 месяца назад

absolutely one of my favorite youtubers, love watching your channel grow!

@retro5945 4 месяца назад

Anytime you post Sam ill watch no matter what it is. I love your editing and commentary, that comment you made about not everyone getting into it because everyone is doing it. I agree 100% and I think you're doing it right, really good editing, really commentary, really good facts, and best of all you're an awesome dude!

@tere2sa 3 месяца назад

2:00 LIVING FOR THIS MONTAGE

@marileecornelius1777 3 месяца назад

I lived in Phoenix at the time, and Phoenix often gets the bleed-over of restaurant trends like this, so they started popping up there shortly after they started popping up in LA.

@kendallbalon1360 3 месяца назад

There is a weird frozen yogurt resurgence happening in Australia at the moment… I knew clothing trends were cyclical but I didn’t know food trends were as well!

@tellslater 2 месяца назад

i needed that frozen yogurt pic to be COOL at 14 in 2010

@MidknightGlaze 3 месяца назад

Was waiting to see how long it would take you to mention Arch’s. The pile it high Tuesday’s

@SWilla00946 3 месяца назад

I only went to pink berry a couple times. Menchies was my childhood and im happy theres still some in my town. I dont go often because i dont live by any of them. I live by boba shops

@Strawberryflavored0 3 месяца назад

We had a local chain called the Skinny Dip across from my high school, it was pretty popular and I remember some fundraisers happening for clubs there. By the time I was done with college and came back to the area I think it was already gone or dying slowly.

@IrnBruNYC 3 месяца назад

I’ve never heard of most of these places! I was in NYC during the era you covered here, and I was addicted to Pinkberry (but would occasionally cheat on her with Red Mango). I just checked and the Pinkberry I used to go to all the time is still open on 9th Avenue. I’m planning to move back to the city soon. I hope Pinkberry is still there, and I hope they have a dairy free option.

@valaya.3 3 месяца назад

It's one of those things that was always an option or idea thrown up in the air until I suddenly remembered that it exists after not even thinking about froyo in a long time. This makes me want to go get some froyo haha

@domeskeetz 3 месяца назад

Red mango was the place we had locally. It was good but expensive even then, so can't imagine the prices now!

@MrTony002 3 месяца назад

Interesting video. Sam, you're a better investigative journalist than just about all main stream media is today. Keep the content coming 👍🏼

@Janne_Mai 2 месяца назад

I was a teenager in Germany during that time and I just accepted frozen yogurt as a fact of life, something that the cool older kids all liked, even though I wasn't really excited about the taste. You're right, it's all gone now! I think boba tea and specialty waffle places replaced it

@lizzyleefree1593 3 месяца назад

I still like going out to froyo more than ice cream! I enjoy the tartness and it doesn't upset my stomach like ice cream does. My favorite flavor is taro or pomegranate with popping boba, cheesecake bites, mochi, and fresh fruit. It's usually less expensive than ice cream for me because I can control the portion size! I only need like half a cup to feel satisfied. My local TCBY is always hopping so hopefully they'll stay around a long time!

@PowerChordEPS 4 месяца назад

I never was much of a FroYo fan myself, but I remember at a dinner party me and my friends had in college, one of them who worked at a frozen yogurt joint in town brought in these key lime pie cupcakes made with key lime frozen yogurt icing. It was fantastic, wish I could taste it again.

@NixDeam 4 месяца назад

In my neighborhood theres only ever been 1 froyo space. Its been there forever tbh even has a map of the old town in it. There have been maybe 1-2 competitors inside of a mall but they shut down within 2ish years of opening.

@bethfraser9938 3 месяца назад

I went on my first ever date to a Sweet Frog when I was 14 - even at the time, I remember thinking 'how is this frozen yougurt shop viable in small town North Carolina.'

@A6613H 3 месяца назад

I still go to Yogli Mogli. Mango, watermelon, and strawberry lemonade is PEAK combo. With strawberries as toppings.

@graymalkin8145 3 месяца назад

God I miss yogurtland. There was one a few blocks from my junior high, school got out early on Fridays and just about everyone in my grade would walk over and hang out there

@shmeegie32 Месяц назад

Pink berry pre 2014 was a blast!! The one we had nearby was at the Stanford shopping center and every week we’d stop by whether it be after dinner or just cause. Prices werent terrible back then and it was a nice flavor change change to cold stone and baskin robbins which ruled at the time. Nothin like walking around a mall eating some ice cream (or froyo i should say) and chatting about whatever. I know you mentioned dating but truly a big fall of these kinds of places is not only the cost but the social aspect of it. Theres a multitude of a reasons for it but truth is people arent going out as much these days and thats going to hurt a casual pass by place like this.

@dandwyer5491 4 месяца назад

I didn’t really know there was a “froyo boom” in the 2000’s, but I do remember in high school in the late 90’s there being a place called Golden Spoon right next to the movie theater in a shopping center across the street from my high school. I’d regularly get their peanut butter flavor either coming from or going to the movies. I was back in town about 5 or 6 years ago and basically everything on that side of the shopping center had changed. The movie theater was replaced with a sprouts, Blockbuster and Wherehouse records were looooooong gone, but the Golden Spoon was exactly as it had been. You know I had to stop in for some peanut butter froyo. For a few minutes I was flooded with tons of high school memories, it crazy how it works like that.

@lain9872 3 месяца назад

the use of jerk it in this was a GREAT choice of song!!!!!!!!!!!!!!! i wanted pinkberry so bad, i remember the first time i got to try it in an airport in 2014!

@JillianCrafts 3 месяца назад

I want froyo now….. and I love getting the cake batter with gummie bears and chocolate chip cookie dough pieces.

@TheOtomeJenny 3 месяца назад

I was truly addicted! I was never not at a froyo shop for a date after dinner or with a bunch of my friends. The one I have a lot of memories closed a few years ago and it was there for almost at least 10 years!

@crjoki1 3 месяца назад

I remember seeing a frozen yogurt shop in the late 90's. I was like who wants that? Just seemed like the 'vegetables' of ice cream. Like it'd be a whole bummer in there. Just regretting not going to baskin robbins the whole time 😭

@yanzonyoutube 3 месяца назад

not the infamous sweet frog that I spent countless weekends at waiting for my parents to pick me up after going to see a movie at that theatre with my middlle school friends!!! jaw dropped lmaooooo i can definitelly vouch the craze was pretty insane, very pivotal in my middle school years between school games and social gatherings lol

@Dynomite611 3 месяца назад

I worked at Red Mango when I was a senior in HS. My older cousin frat brother opened a shop and needed help. It was legit from corporate training and learning the whole process. It was a fun place and I always made a parfait for breakfast. The fro yo brought in alot of girls and I didn’t mind 😂. The place opened right before summer and it was PACKED every night. Good times.

@mgf7_ 3 месяца назад

I worked at a fro-yo place in Wooster Ohio called lemon berry in 2013. Best high school job ever. 😊

@SDZ675 4 месяца назад

The biggest thing is the price and the fact that people wised up to the fact that it's not healthier than ice cream that they can get from the supermarket.

@SHSmountainhorses 4 месяца назад

We had a TCBY close'ish to where I grew up. It was a treat to go, but we didn't hit it up often. I loved Yogurt Mountain! It was a drive and pricey, but if we were going for a special event it was worth both the drive and cost. 💗

@AndyGarcia-nr8zm 2 месяца назад

Menchies in my neck of the woods is fairly busy

@emilycinnamon 3 месяца назад

Wow I know exactly which shopping center that is outside rva!! And now there’s a Korean hot chicken spot right next to the insurance store, so I guess the “trendy food spot” tradition lives on

@hanoapuaa 4 месяца назад

Yep I graduated 11 and I swear there was frozen yogurt everywhere and I live in Hawaii

@krijskovacic4938 2 месяца назад

Love the fro yo places and especially Yogurtland. At first could buy four for around $12. That was probably $.28 a pound. Within 2 years it seemed like only 3 for that price. I stopped when the price went to $.51. COVID sealed the deal for closing these places. One called Cherry on Top was already sketch because you put your own toppings from a table in the middle of the room. At $.39 we went there quite a bit in 2010. They were the first casualty in making a profit. They were located near Pasadena City College and did very well in the first year they were there. Quickly went downhill as the prices increased. I sure miss it. We now frequent Handel's Homemade Ice Cream.

@Arouxayis 4 месяца назад

Pink Berry was the place on the west coast for a while. I had not have it until this year. It's pretty good.

@heatherh1109 4 месяца назад

My city had 3 different places and they all disappeared. We moved to NC and had one sweet frog around. My kids love sweet frog, but it’s like $35+ for a family of 5 🫠 I see why it was more of a date spot.

@kevinlove_ 4 месяца назад

My first job was a froyo shop. It was called Yagoot in Ohio. It opened in 2010 and closed at the end of 2012, and I worked there the entire time. It was replaced by a Jeni's Ice Cream, which is still there, of course.

@sk8razer 2 месяца назад

I'm crying about *INSURANCE DOCTOR* 😂😂😂😂😂 wtf is that??

@eggdropdroptop9388 4 месяца назад

last time I went to sweet frog, no joke was that one in short pump you went to in the video. CRAZY.

@madebykemo 3 месяца назад

My first job was at TCBY! Oh the parfait memories

@bradenpage2774 3 месяца назад

Went to YogurtLand after school almost every week, some of my favorite memories

@legallyrequired 3 месяца назад

The Sweet Frog by my apartment closed down a few years ago, and has recently been turned into a Boba place. The cycle of life.

@johnfromphilly. 3 месяца назад

Rolled ice cream was like the smaller second wave of this

@joeytheredkangaroo9393 3 месяца назад

This one was kind of sad at the end. There are people behind all of those places that closed down. Life and hopes. Just gone like that. I was in adult by time it got big so I was not bring any sweetie to Sweetfrog, but I can see how that would be a great date place after a movie or something.

@Wilma.Flintstone 3 месяца назад

If you haven't done so already, you should do a same video on the cupcake craze from around the same time!

@pieman-yp7mp 4 месяца назад

Boba is 100% the current version of this. 6 boba shops have opened up near me, they're all expensive and the worst I've ever had. Anyone thinks they can hop on these trends and make bank, but the stores are always completely empty

@rickm9001 4 месяца назад

I don't know if im proud or sad to say that i never went to get a frozen yogurt during the boom.

@DillishUs 2 месяца назад

I remember trying pink berry for the first time, and while it's connected to a sweet memory of catching up with a friend, the tart ice cream + sweet toppings + EXPENSIVE price left both a physically and metaphorically bad taste in my mouth 😅

@MylesAlfama 4 месяца назад

I remember all the times I went to my frozen yogurt place and I was crazed for each new flavor and limited flavors! Mine was called Yoyumyum!

@arfriedman4577 3 месяца назад

In late 1980s, nyc had several frozen yougurt companies.

@vanessastreit41202 4 месяца назад

My Sweet Frog opened in 2013 I believe and they were owned by the sweetest family. They decided to close the place when their youngest kid went off to college in, I think, ~2018. Glad they got out of the business before covid would have forced them to close

@StuartGelin 4 месяца назад

Grew up on the east coast. We got a Yeh! and then an Orange Leaf. Never heard of sweet frog until now.

@noelleelizabeth9991 3 месяца назад

I didn't realize Sweet Frog was one of the major players, that name always seemed off brand to me. One of my friends at the time worked at a mom and pop froyo place, apparently the startup costs were pretty low, and a lot of people cashed in on rent prices being super low during the recession.