The Soft Sell

That feedback led to new store design, brighter colors, a welcoming social lounge and distinct in-store signage. Some stores have as many as 15 soft-serve machines. And more changes are coming.

In April, TCBY introduced frozen Greek yogurt to its product line. It has twice the protein of regular frozen yogurts and has become the hottest new product in the fro-yo industry. TCBY has also entered into the grocery market: packaged TCBY product is now available in Super Wal-Mart stores nationwide.

“It’s been a great way for us to bring TCBY to parts of the country where we don’t have a location presently,” Allison says. “The public has known our name for more than 30 years, and so this relationship allows customers to enjoy our product wherever they live.”