Issue link: http://www.insightdigital.biz/i/133826
in focus { s m a l l b u s i n e s s } By S haron Ve rbete n Chilly treat Northeast Wisconsin warms up to self-serve frozen yogurt shops Photographs by Sharon Verbe ten Tony Brault is general manager of Orange Leaf in Ashwaubenon, the venue backed by investors and Green Bay Packers Mason Crosby and Jordy Nelson. Many frozen yogurt shops like Orange Leaf are both profitable and charitable, giving back a portion of the profits to the community. I t's a pretty simple recipe, really. Take some healthful frozen yogurt (in dozens of flavors), add tasty toppings and bold vibrant décor, and sprinkle with a generous dose of educational fundraising. Mix well, and serve up the latest entrepreneurial success stories in Northeast Wisconsin: Selfserve frozen yogurt bars. In the last 11/2 years, no fewer than four frozen yogurt franchises, many with several locations, have launched in Northeast Wisconsin, bringing the chilly, customizable treat previously pervasive only in the South and other perpetually warm-weather regions. "The new option is it's your option," says Tony Brault, general manager of Orange Leaf in Ashwaubenon. The shop also has an Appleton venue. "You are the artist." He believes the ability for customers to select their serving size, flavors and toppings has made frozen yogurt shops so popular. "I think that is the best part of the concept." That concept isn't lost on the many kids and teens flocking for the sweet treats. But the stores' owners, managers and adult patrons are pleased with the altruistic reasons behind the businesses. More moo-la for schools Giving back to the community, especially by helping budget-strapped schools, is at the heart of many of the shops' missions. Almost all the franchises host spirit days, in which a part of the proceeds benefit area schools. For Orange Leaf in Ashwaubenon, a venture financed, in part, by Green Bay Packers Mason Crosby and Jordy Nelson, it's about building visibility and being part of the community. That shop opened last winter and had a tough first season due to weather, but Brault anticipates increased visibility and a warm spring will bring revenues back. Green Bay Packers Hall of Fame fullback William Henderson, who owns four Sweet Frog frozen yogurt shops in Wisconsin, including one recently opened in De Pere, also bought the franchise as a way to "give back to Wisconsin." Henderson works with a lot of charities, and he sees this shop not only as a transition into the business world, but as a "conduit for charities that need support. I saw this as a need and a want." Likewise, Smart Cow – which was the first frozen yogurt shop to open Part of the fun of self-serve frozen yogurt shops is the ability to customize your treat with a variety of tasty toppings. Selfservice also means lower overhead costs. 42 | Insight • J u n e 2 013 w w w. i n s i g h t o n b u s i n e s s . c o m