Are We in a Self-Serve Frozen Yogurt Bubble?

Three years ago while on vacation with my extended family, my brother and I ripped into my dad about his “old man eyes” reading a sign for frozen yogurt as “Self-Serve” instead of “Soft-Serve.”  We laughed and laughed about the mistake.  Later that night, my brother and I would be eating our words along with the frozen yogurt we doled out ourselves.  Turns out my bro and I were wrong.  I had never seen a self-serve frozen yogurt shop.

Who would’ve thought that the idea would take off like hot cakes?

Everywhere I look these days, I see a new frozen yogurt shop.  There is Orange Leaf in Almaden Shopping Plaza and Yogurtland nearby.  Plus there are independent shops like Sweet Sundaes and Yogurt Village.  Add to it the non-self serve frozen yogurt shops (do these get called full service?) like PinkBerry in Santana Row and Fraiche in Palo Alto.

Is frozen yogurt this year’s pink?

I don’t mind the recent popularity of fro-yo.  I’ve always preferred it over ice cream (with exception to Marianne’s Ice Cream in Santa Cruz – truly the best ice cream in California).  I’ve even learned how to navigate the self-serve toppings section with my almost seven year old that prefers to get a bowl of gummy bears than the delicious frozen treat.  But I’m also not going to make any one of the half-dozen shops near my home our “favorite place.”  I have a feeling this frozen yogurt bubble will pop like the previous bagel shop and smoothie bubbles.  With all the shops practically the same, which one will end up on top?

Frozen yogurt wars, anyone?

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