DALLAS Red Mango, the 60-unit frozen yogurt chain based here, is expanding its franchise offerings to include kiosks, co-branded units and self-serve versions in addition to its full-service stores.
Several of the smaller Red Mango units have been tested this year in various markets, the company said, and the company has decided to expand into a larger variety of nontraditional locations. About 10 percent of Red Mango’s existing units reflect the newer formats.
Among the new formats, a Red Mango kiosk has been open for several months at the MSNBC.com Digital Café at 30 Rockefeller Center in New York City. A co-branded unit was opened several weeks ago next to The Original Soupman at NorthPark Center Mall in Dallas. A kiosk was opened at the University of Southern California in Los Angeles and a kiosk was co-branded with Auntie Anne’s Pretzels at Burnsville Center Mall in Minnesota.
“We evaluate each franchisee and each site to make sure what works,” said James Franks, vice president of franchise sales for Red Mango. Two more co-branded units are scheduled to open in Las Vegas. “There are some particular locations that may be approved as only kiosks, some that we may approve only as a traditional store and some as the self-serve-type platform,” he said.
Dan Kim, founder and chief executive of Red Mango, said the new platforms will allow the company greater potential for expansion. “Our new store platform extensions and how we deliver our products to the market will allow us to adapt to more venues, reach more customers, secure the best brand exposure and deliver the greatest returns to our prospective franchisees and licensees,” he said.
Red Mango now offers three basic store formats and allows for variations within each: -Full-service, which offers customers a comprehensive line of made-to-order Red Mango menu items in stylish and engaging retail environments. These stores cover 900 to 1,200 square feet and offer from four to six flavors of frozen yogurt. -Express, which offers a smaller footprint and co-branding potential, a limited number of machines, and two to four flavors.
- Self-serve, which let customers serve themselves the frozen yogurt and toppings. Employees will still prepare made-to-order parfaits and smoothies. These stores will be 1,600 to 2,000 square feet, Frank said.
“The self-serve platform is just now starting,” Frank said. “We have two stores that will be opening soon.” Those are expected to open in early 2010.
Red Mango opened its first U.S. store in July 2007 in Los Angeles. Red Mango’s investors include CIC Advantage Holdings LLC, a holding company formed by CIC Partners.
Contact Ron Ruggless at [email protected]
