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In my exclusive interview with Menchie’s CEO Amit Kleinberger published in this blog last May, Amit gave us a scoop by revealing the company’s plan to launch a new platform of toys to increase customer loyalty among families with young kids. The company formally launched this new marketing initiative earlier this month.
With each cup of frozen yogurt purchased, Menchie’s will offer customers a free Sweet Friend collectible toy. The toy line will feature the brand’s mascot Menchie, plus 7 new characters. To encourage frequent visits and award loyalty, customers who collect the entire series in a given month will receive a bonus toy. In addition to collectible toys, the line will also include stickers, sticky hands, stamps, and miniature puzzles. More than 100 toys will launch in the next year.
Menchie’s also unveiled their plan to launch a new proprietary flavor every month to appeal to frozen yogurt lovers who are looking for something new. This month’s flavor is a blend of chocolate and hazelnut called Chocochella, a play on the words Chocolate and Nutella. At the same time, Menchie’s added mini-pretzels to their snack bar to offer guests the option to combine a salty topping with their sweet frozen yogurt.
I think it’s very smart for Menchie’s to focus their marketing efforts on families because no other frozen yogurt franchise has explicitly gone after this market, even though the product appeals especially to kids and teenagers. This new platform of toys will distinguish Menchie’s from the competition and, if executed properly, will make them the go-to frozen yogurt brand for families.
I also appreciate the company’s attempt to attract more sophisticated and adventurous frozen yogurt aficionados. These customers have so far gravitated towards Yogurtland, which has a huge selection of unique and proprietary flavors. But with the launch of their own exclusive flavor each month, these customers now have a reason to visit Menchie’s to try something different.