The focus on loyalty has paid off, with membership growing 18.4% since 2022. Loyalty members outspent non-members by $5.6 million between October 2023 and October 2024, with total loyalty spend increasing nearly 30% to $24.7 million. Loyalty traffic also rose 23%, from 1.3 million visits in 2023 to 1.6 million in 2024.
GLOWhen Brittany Knollmiller joined Yogurtland as Director of Marketing in 2020, she spearheaded a digital transformation that included revamping the loyalty program, launching online ordering, and introducing a new mobile app. These efforts have significantly contributed to the frozen yoghurt chain’s consistent double-digit same-store sales growth over the past three years.
Resilience and Expansion Amid Challenges
Despite closing nearly 60 locations between 2020 and 2022, largely due to the pandemic, Yogurtland achieved a 22% revenue increase, reaching $12 million in 2022, compared to $9.8 million in 2021. The chain ended 2022 with 209 U.S. locations and has since focused on aggressive growth. By 2024, it surpassed 220 locations globally and plans to open 25 to 30 stores annually. Key markets for expansion include Texas, California, Arizona, Utah, Colorado, New Jersey, and Pennsylvania.
Franchisees are also embracing growth. Paul Gill, a Los Angeles County franchisee, plans to expand his operations from 16 to 24 units within four years. “Yogurtland is a happy place, and its rewards programs, rotating flavours, and strong social media presence keep customers coming back,” Gill said.
Digital Transformation Drives Loyalty and Revenue
Knollmiller conducted a comprehensive analysis of Yogurtland’s operations to identify opportunities for growth, with a strong focus on digital channels. The company launched a robust loyalty program, enhanced its app, and prioritized e-commerce. By 2021, Yogurtland doubled down on digital advertising, redirecting nearly its entire marketing budget to digital platforms.
The Real Rewards program now offers two points for every dollar spent, a $5 reward for every 100 points, a birthday treat, tiered rewards, and bonus points for joining. This focus on loyalty has paid off, with membership growing 18.4% since 2022. Loyalty members outspent non-members by $5.6 million between October 2023 and October 2024, with total loyalty spend increasing nearly 30% to $24.7 million. Loyalty traffic also rose 23%, from 1.3 million visits in 2023 to 1.6 million in 2024.
Staying Relevant with Trend-Driven Marketing
Yogurtland’s marketing strategy centres on staying top-of-mind with millennial moms and Gen Z consumers as frozen yoghurt experiences a resurgence in popularity. Seasonal and holiday-inspired flavours, informed by consumer surveys and social media feedback, play a key role. The chain balances customer favourites like plain tart, mango, and chocolate with limited-time offerings (LTOs) such as pumpkin cheesecake and peppermint fudge brownies, which have seen strong demand.
Collaborations also drive engagement. In 2023, Yogurtland partnered with TikTok jazz artist Laufey, creating the exclusive “Laufberry” flavour. This campaign resonated with Gen Z consumers and highlighted the value of innovative partnerships. “We need to take more chances and embrace what’s relevant and timely,” Knollmiller said.
Looking Ahead: Innovation and Immersive Experiences
Knollmiller envisions a future where Yogurtland continues to innovate with augmented reality activations, immersive experiences, and pop-up events. “There’s a huge runway for Yogurtland, and you’re going to see a lot of cool things coming up,” she said.
By blending digital innovation, trend-driven marketing, and customer-centric loyalty strategies, Yogurtland is poised to sustain its growth and solidify its position as a leader in the frozen yogurt industry.
This story was originally published on Restaurant Dive.
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