TCBY Channeling Global Momentum Into Local Market Strategy..

Announces Dallas As Priority Market For New Self Serve Frozen Yogurt Franchise Store Design

Will Host Open House at the Newly Opened Plano, TX Location for Potential Franchise Owners

DALLAS, Aug. 15, 2012 // PRNewswire // -- Everything seems to be turning up Peaches and Cream for the frozen yogurt industry leader, TCBY. Having already exceeded 2012 franchise growth expectations thanks to its new self serve frozen yogurt operating model, TCBY is now focusing on key markets across the US for continued growth and the Dallas/Ft. Worth area is first on the list for continued expansion. In addition to its exciting new store design, TCBY continues to lead the frozen yogurt industry by delivering first to market innovations, including Greek Fro-Yo and its previous launch of Super Fro-Yo which was recognized by Prepared Foods Media for its "Excellence in Innovation" award.

"It's such a refreshing time to be part of TCBY," explains Tim Casey, CEO of TCBY. "We have been hard charging, but thoughtful in our growth, product development, marketing and franchise support in the last eighteen months and have garnered the type of momentum this brand deserves."
Continued Growth in the Dallas Market

While TCBY has no plans to move away from national or international growth, its local market strategy offers a more exhaustive, strategic approach to growth that should yield higher store concentration in key markets which the company believes is good for its franchise base. Today, TCBY is announcing that it has set its sights on the Dallas/Ft. Worth metro area, where it looks to grow the market by 20 stores in the next three to five years. TCBY has already opened six new self serve stores in the area and has an additional three stores in development. Dallas is an important market for TCBY since it signed an area director agreement with Lone Star Restaurants in 2010 and the new stores that have opened already boast some of the strongest unit performance in the TCBY system.

Adds Casey, "We see Dallas as one of a number of strategic growth markets for franchise development. To date, consumer adoption and enthusiasm for self-serve has exceeded our expectations and new and existing franchise interest has run parallel with that excitement. Package that with what we have invested into the food science of our fro-yo, giving our R&D team the chance to distance itself from the category with innovations like the healthiest frozen yogurt in the market place, Super Fro-Yo, and the first to market Greek frozen yogurt, and it's paying dividends for our brand and our partners."
TCBY Franchise Open House

To introduce potential franchisees to the new TCBY frozen yogurt franchise model, the company will host an open house at the newly opened location at 1201 E Spring Creek Parkway in Plano, TX on Saturday, August 25, 2012. Anyone interested in learning more about TCBY franchise opportunities is welcome to join TCBY executives and David Weaver the TCBY franchise owner to learn more about growth plans for the Dallas market. The event will take place from 9 a.m. to noon. To RSVP for the event, email pcorreale@mrsfields.com.

"As soon as we heard that TCBY was developing a self-serve model, we jumped at the chance to partner with the brand and bring it to Dallas and the rest of Texas," states David Weaver, partner at Lone Star Restaurants. "Some of our fondest memories were taking the family to TCBY for some white chocolate mousse yogurt. It was pure happiness, and we are excited to offer Dallas/Ft. Worth families the same feeling. We know this market can be very aggressive, and we think that the history and reputation that comes with TCBY is what drives its success in the Dallas market."

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. TCBY boasts the industry's healthiest traditional frozen yogurt choice, Super Fro-Yo, as well as the industry's only Greek frozen yogurt option. With more than 550 locations in the United States and internationally, TCBY has long been a healthier alternative for consumers looking for a treat or snack. To learn more check out www.TCBY.com.

SOURCE TCBY

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