Orange Leaf: Going mobile
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The Oklahoma City, Okla.-based Orange Leaf frozen yogurt concept is aggressively pushing nontraditional growth with the goal of doubling its store count over the next few years, both domestic and overseas. Currently the chain has more than 300 locations, with another 82 under construction.
In December, the chain began offering franchisees a new 26-foot mobile unit option, modeled after a food truck, as well as a 150 square foot to 400 square foot kiosk model designed for spots such as amusement parks, college campuses, malls, stadiums, airports, big box retailers and office buildings.
Vincent Provenzano, Orange Leaf’s franchise development manager, said the chain’s traditional locations are typically about 1,500 square feet to 2,000 square feet with a bank of proprietary machines serving soft-serve desserts in a weigh-and-pay format.
The mobile units are available in 16- to 44-foot trailers that can hold up to four yogurt machines. Guests can walk onto the trailers to create their desserts. A smaller 18-foot food truck option holding two machines is also available.
Designed for drive-up events, like festivals, sporting events, church or school functions, the mobile units range in construction costs from $130,000 to $140,000.
The kiosks can hold one to three machines and a condensed toppings bar, and Provenzano estimated opening costs would range between about $150,000 and $185,000.
With real estate prices increasing, the goal is to offer options to franchisees, said Provenzano. “We’re trying to be as flexible as we can be.”