Menchie’s Self-Serve Frozen Yogurt Catches On in the Valley

For several years yogurt chains have been sprouting up to cater to the second wave of the frozen yogurt craze, but just when you thought the trend might be slowing, new chain Menchie’s is growing. Menchie’s launched in 2007 as a small independent yogurt shop in Valley Village started by Donna and Adam Caldwell. There are 11 shops in the San Fernando Valley, 33 stores operating nationwide and there are 40 stores under construction. One location in Thousand Oaks will open in June, and another location is slated to open in Encino in May. Menchie’s launched shortly after another similar frozen yogurt chain in 2007. Yogurt at Menchie’s costs 39 cents per ounce and $6.99 for cartons that are prepackaged with yogurt leftover at the end of the day. The green and pink Menchie’s colors cover the countertops and walls, and stainless steel tables and modern looking plastic white chairs cover the perimeter of the store and the patio. According to Howard Waxman, editor of the Maine-based Ice Cream Reporter, a newsletter that focuses on frozen desserts, this yogurt craze is a second wave. The first wave started in the 1970s with TCBY and I Can’t Believe It’s Not Yogurt known for sweetening yogurt. He said what caused the downfall of the first wave was the fact that it was illegal to call low fat ice cream “ice cream.” It was called ice milk and he said “Nobody wanted to buy ice milk.” The second wave he says started with Pinkberry and Red Mango which emphasized the health and dietetic effects of yogurt. He said these chains appealed to foodies. “They say they are probiotic and help with digestion,” Waxman said. “They position themselves as healthy rather than light. They keep the original tart flavor of the yogurt.” Following the Pinkberry craze, in 2007 self-serve customized yogurt entered the marketplace, starting with Yogurtland, with Menchie’s opening later the same year. “It’s similar to the self-checkout concept,” Waxman said. “This started with Coldstone Creamery and Marble Slab Creamery except they make it for you there.” Keeps costs down He said the advantage for the owners is that they don’t need as much staff in the self-serve stores. Waxman said customers might choose Menchie’s because they like to feel an ownership of their local neighborhood local yogurt shop. “Nobody goes to Red Mango anymore because they’re too successful,” Waxman said. “People are catching the frozen yogurt bug and they want the shop to be theirs. They don’t want to be followers.” Menchie’s CEO Amit Kleinberger gave several different reasons that might explain why his chain is growing despite the economic climate. Kleinberger said the majority of their products are Kosher, although the entire restaurant is not Kosher. He said the business model is family-oriented including the cleanliness of the restaurants. “Our brand is oriented towards family and children with giveaways, interacting with the children and music,” Kleinberger said. “You’re not just buying a cup of yogurt. It’s similar to a café. We’re not just providing yogurt we’re providing a 365 degree experience to families and customers.” He also said the self-serve option was something that sets them apart from other yogurt chains. “Our self-serve yogurt allows users to create their own concoction,” Kleinberger said. “It provides the customers freedom of choice.” Part of this freedom of choice is 12 rotating flavors daily. Chocolate and vanilla, and some of their best sellers remain staples while the other flavors change on a daily basis. Frequent visitor Management Consultant Mike Thayer, 47, saw Menchie’s the first time when driving by the Woodland Hills shop and he saw balloons and a line. He now visits the shop two to three times per week. Thayer has a 2 and a half year old and an eight-month old that he brings to Menchie’s. “The outdoor seating is good for families because it’s lower,” Thayer said. “The self-serve is interactive.” Thayer said he doesn’t order the tart flavor because frozen yogurt is meant to be a treat. He likes chocolate with Oreo cookies, strawberries and snow caps. Matt Hoffman, 26, works at the California State University Northridge bookstore as a sales clerk, e-coordinator and in customer service. He has been coming to Menchie’s regularly since it opened, he said. “It’s convenient and you can’t get ripped off because you’re your own ‘mixmaster,’” Hoffman said. Hoffman said he thinks the store is clean and cheerful. According to Hoffman, Yogurtland flavors aren’t as distinctive in taste as at Menchie’s, he said.