In a crowded frozen yogurt market, TCBY needed more than a new look. It needed a renewed reason for customers to choose the brand. A new strategy, identity, store design, campaign, packaging, and digital experience brought its promise of healthy, modern indulgence to life across every touchpoint. Delivered in less than a year, the repositioning helped drive immediate gains in franchisee inquiries, staff recruitment, customer satisfaction, and same-store revenue.
TCBY: A Brand Reimagined
TCBY was losing market share to challenger brands. The country's best frozen yogurt needed a repositioning strategy that reinforced its promise as a healthy, modern, and delicious treat.
Our solution focused on connecting with TCBY's core audiences of families and teenagers, while placing special emphasis on young mothers and their children to encourage more daytime visits. In less than a year, we developed a new brand strategy and identity, store design, campaign, packaging, and two websites.
The results included an immediate increase in franchisee inquiries, improved staff recruitment (a challenge for franchisees), higher customer satisfaction, and increased same-store revenue.
