TCBY's New Website Invites Consumers to "Give It a Swirl"

Fro-Yo Category Leader and Innovator Introduces New Website Design to Complement the Concept's Fresh New Brand Design

SALT LAKE CITY, UT--(Marketwire - May 17, 2011) - In 2010, TCBY, the Country's Best Yogurt and frozen yogurt innovator, introduced a new self-serve store model and new brand identity to rave reviews in the restaurant industry. They took do-it-yourself to a whole new level. In keeping with that theme, the company announces a new website experience at www.tcby.com that offers consumers a platform to engage the brand and create their own frozen yogurt "swirl" masterpieces.

"Admittedly we have a range of iterations of our brand in the marketplace, including our recently launched modern, self-serve design. It's the nature of being a 30-year-old pioneer," says Tim Casey, CEO of TCBY. "However, as we introduce the next generation to all that is special about TCBY, we feel it is critical to engage them with a relevant look, coupled with Internet tools that have become second nature to the way consumers experience their favorite brands."

With a fresh spin on an iconic brand, the website offers the first transparent look at the nutritionals that distinguish TCBY as the country's favorite fro-yo brand. With the help of local design firm, StruckAxiom the website feel is sleek and modern, with an easy to use interface designed to educate consumers about the distinction, for example, between just ordinary yogurt and TCBY's great tasting, healthy yogurt.

New Website Features

Immediately upon entering the site, customers are greeted with the brands iconic swirl while seamless navigation highlights the brand's menu and nutrition, as well as featuring a brand new store locator. From there, customers are invited to create their own swirl, learn more about their customized swirl and ultimately share and save their TCBY favorite creations. Highlights of the website include:

  • Experience: Here customers can "give it a swirl" by choosing their favorite flavor(s) and adding their choice of toppings. Once they have mastered the swirl, they can save it as a work of art on their computer or share via email, mobile device, Facebook and Twitter.
  • Menu and Nutrition: Customers are greeted by a full page of their favorite swirl flavors when entering the menu and nutritional pages of the website. Here they are invited to click on their favorite flavor and add toppings, and opening a drop down menu to see the exact nutritional information for their swirl. Customers will also find the nutritional information for all of TCBY's healthy indulgences; hand scooped frozen yogurt, Beriyo smoothies, and other specialties like cakes and pies. This section of the site also highlights the healthy aspects of TCBY's frozen yogurt including probiotics, fiber, vitamins, calcium, real dairy and much more.
  • myTCBY: This section features links to join TCBY's eClub for the latest frozen yogurt news, specials and flavors, and to register loyalty cards.
  • Find a store: TCBY has updated its store locator technology, allowing customers to easily find their local store as well as any new stores opening soon. The store locator features all U.S. domestic locations in a map format. Customers may click on their favorite store which will redirect them to that store's localized website. Each store's site features flavors, specials, news, events and store information.

Along with the new customer-facing site, the company has updated its franchise sales site, www.tcbyfranchise.com. Potential franchisees are greeted by the new brand identity, with an animated interface that will allow them to see a variety of store platforms whether it be self-serve, inline, kiosk or express. The site also features current TCBY franchisees, offers facts and walks potential franchisees through the steps in the TCBY franchising process.

About the Designers

Struck/Axiom is a full-service hybrid agency that engineers comprehensive identity systems in which design, advertising, motion graphics and interactive capabilities converge. Infused with the agency's core creative capabilities are their powerful and evocative brand development and licensing offerings. Lead by design innovators, the firm provides expertise for companies interested in ensuring and capitalizing on the relevance of their brand.

About TCBY

Based in Salt Lake City, TCBY, The Country's Best Yogurt has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981. Ever since, the great-tasting, low-fat frozen yogurt concept has received an enthusiastic response from an increasingly health-conscious public. With more than 600 locations both in the United States and internationally, TCBY - Best Tasting, Best For You™ has long been a healthier alternative for consumers looking for a delicious treat or snack. To learn more check out www.TCBY.com.

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