TCBY: A Taste for Success

TCBY's products have established it as a global success story, and the company plans to enhance that success one thriving franchisee at a time.

Sometimes success comes from daring to do the unexpected -- for example starting a restaurant concept around the idea that yogurt, something previously viewed as a staple of the granola set, could be a delicious treat. Or that dessert could be made healthier. TCBY has accomplished both of these objectives on its way to becoming a fan favorite and a global brand. But TCBY is also something else: it is an organization dedicated to the support and success of its franchisees.

From Little Rock to World Domination

It started modestly enough, with one store in Little Rock, Arkansas which opened in 1981. Or maybe not so modestly: the acronym TCBY stands for "The Country's Best Yogurt", and the company's culture emphasizes living up to that high standard. As the old saying goes, "it ain't bragging if you can back it up," and the popularity of TCBY's frozen desserts proves its promise is not an empty one. TCBY has spread across the United States and beyond to 20 other countries and supports over 1,000 locations, making it the world's largest frozen yogurt franchisor.

Guilt-free Gratification

TCBY premium frozen yogurts are lower in carbohydrates, sodium, fat, and calories than ice cream. TCBY offers desserts made from 96% fat-free yogurt, as well as non-dairy and no-sugar-added frozen treats. But the sundaes piled high with toppings--from whipped cream and chocolate to fruit and crispy cookies--look more like decadence than deprivation. Fresh waffle cones, smoothies, cakes, pies, shakes, and splits with avalanches of toppings add zip to the menu. And the ever-changing variety of flavors keeps patrons coming back and makes sure they never get bored.

Building Success One Franchise at a Time

Delicious desserts have made TCBY a customer favorite, but it's the valuable name, training, and ongoing support that make it an attractive business opportunity. In 2000, TCBY became part of Mrs. Fields Famous Brands, a family of companies with substantial franchise capabilities. Steve Russo, CEO of Mrs. Fields Famous Brands, describes franchisees as being "at the center of the universe," and the company's policies back up these words.

The home office is organized as a "Franchisee Support Center" designed to work hand-in-hand with each individual franchise. New franchisees receive a nine-day training cycle which covers production of menu items, business and financial issues, brand and location marketing, operations, and personnel management.

Beyond start-up, franchisees benefit from a dedicated TCBY marketing team that creates targeted campaigns, oversees product launches, develops quarterly promotions, and pioneers new innovations. The overall concept is a seamless strategy from central brand marketing to in-store materials.

Across the country and around the world, customers have developed a taste for TCBY's products. With its commitment to franchising, TCBY's management is looking to help a new generation of entrepreneurs satisfy their taste for success.

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