RISE - Menu Monitor

TCBY
Headquarters
2855 E. Cottonwood Pkwy. Suite 400, Salt Lake City, Utah 84121 USA
Tel: (801)736-5600 Fax: (801)736-5970
www.tcby.com
Ownership: Private
Segment: Limited Service Frozen Dessert
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 230,000 255,500 267,000
Company-owned ($000) - 1,500 2,000
Franchised ($000) 230,000 254,000 265,000
U.S. Number of Units 921 1,267 1,368
Company-owned - - 8
Franchised 921 1,267 1,360
International Sales ($000) 40,000 35,500 35,000
International Units 204 186 204
Average Sales/Unit ($000) 210 194 195
Concept Positioning |
TCBY is a chain of soft-serve yogurt stores under the trade names TCBY Treats and TCBY Yogurt. Mrs. Fields Famous
Brands owns, operates and franchises the chain. The company operates 1,125 TCBY locations worldwide, all of them
franchised.
Units are located in freestanding buildings, shopping centers and enclosed malls. Décor includes bright, bold colors and strong
brand signage. A typical unit occupies 500–900 sq. ft. and provides seating for 24–44 customers. Each store is equipped with
a freezer for the sale of pre-packaged items and novelty products. Kiosks average 250 sq. ft. with off-site storage and
preparation space. Some newer outlets have drive-thru or double drive-thru facilities.
TCBY opened its first company-owned store in 1981 in Little Rock, AR. In 1990, a joint venture agreement was completed for
the development of at least 200 stores over the next 12 years in Japan. In 1991, the company undertook an agreement with
Mrs. Fields' Development Corp. to add the Mrs. Fields line of baked goods in TCBY stores. In early 1997, it acquired two-unit
Juice Works. In 2000, Mrs. Fields Famous Brands acquired TCBY. Currently, the company is looking for franchisees.
Menu Positioning |
TCBY is open for lunch and dinner. Its menu showcases a variety of dessert treats including ice cream, frozen yogurt, sorbet,
smoothies, cakes, pies and a wide array of toppings. Signature items include Pralines & Cream ice cream, Pistachio
Perfection ice cream, Black Cherry frozen yogurt, Peanut Butter frozen yogurt, Juicy Orange sorbet, Ripe Raspberry sorbet,
and A Lotta-Colada smoothie. Toppings include assorted sprinkles, Butterfinger pieces, coconut and graham crackers.
Signature pies include Chocolate Decadence and Strawberry Shortcake. A kid's menu is also featured, highlighted by ice
cream flavors such as Rainbow Cream and Psychedelic Sorbet. Menu prices range from $2.99–$4.99 and checks average $3.
Menu Development |
TCBY added a Chocolate Dipped Strawberry Shiver Treat to its menu. (Company Website)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
657