TCBY
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| Subsidiary | |
| Industry | Chain restaurant/Franchise |
| Founded | 1981 in Little Rock, Arkansas |
| Headquarters | Broomfield, Colorado, United States |
|
Number of locations
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More than 470 |
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Area served
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Americas, Eastern Asia and Middle East |
|
Key people
|
Dustin Lyman CEO |
| Products | Frozen Yogurt |
| Parent | Mrs. Fields (2000–present) |
| Website | tcby.com |
TCBY (The Country's Best Yogurt, formerly This Can't Be Yogurt) is a U.S.-based chain of frozen yogurt stores. It is one of the largest U.S. retailers of soft-serve frozen yogurt.
The first TCBY store was opened in Little Rock, Arkansas, by Frank D. Hickingbotham in 1981. 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 named "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.
Mrs. Fields acquired TCBY in early 2000 and became Mrs. Fields Famous Brands.
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 late 2011, TCBY opened its first outlet in Pakistan.
> Pct. of stores closed: 77.2% > Total stores: 405 > Stores closed: 1,372 > 2011 sales: $98 million > Pct. decline in sales: -60.4%
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.
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