Upscale Pinkberry reopens at new BGSU locationWritten by Tom Konecny | | firstname.lastname@example.org
Frozen yogurt chain Pinkberry held a grand re-opening on July 21 at a new Bowling Green State University location with what officials hope offers better visibility, higher traffic and increased ease-of-access.
The trendy franchise is a bit of a coup for BGSU, as it remains the only in Ohio, and was just the second-ever at a university when it originally opened at its former, more secluded campus spot in 2011.
“This is about being unique in the state of Ohio and being No. 1,” said BGSU President Mary Ellen Mazey. “We want to be known for what BGSU has and no one else has.”
Pinkberry already has 225 stores after growing at Twitter-like speed since launching its first location in West Hollywood, California, in January 2005.
Although Angelenos had already been driving across town and standing in line for up to 30 minutes to enjoy its sweet treats, the original site owes a heap of gratitude to actress Lindsay Lohan. It was during its first year of opening when the famous celebrity stopped by, drawing hordes of paparazzi to photograph her holding a Pinkberry cup topped with Fruity Pebbles cereal.
The ensuing attention surged Pinkberry to stardom. That instant “it” factor and its largely fat-free healthful indulgence quickly led one Hollywood star after another to Pinkberry, which has enjoyed a cult and groupie-like following nearly from the start.
“We do have a huge celebrity following,” said Daniel Guerrero, Pinkberry area manager. “Most recently, Cee Lo Green said it was his ‘favorite obsession.’”
Groupies also helped the brand grow before the days of Facebook and Instagram, where fans used Internet forums to share their love of Pinkberry and discuss items only available to those “in the know,” such as special flavors and toppings not necessarily made public.
A combination of its Hollywood roots, velvet rope-like long wait, chic furniture and overall “swirly goodness” – as Pinkberry calls it – has made fro-yo a thing again. The market enjoyed a surge in the 1980s, and there appears to be a renaissance with consumers looking for more healthy options nowadays, according to Guerrero.
Pinkberry offers six frozen yogurt flavors, 20 dry toppings and fresh fruit. Toppings are unlimited – at least, that is, as many as you can fit in the bowl.
Pinkberry and its BGSU operators believe the new location is a better fit, which already has a Dunkin’ Donuts nearby, as well as free parking for those in the community.
“Sometimes people feel like you can’t come to campus,” said Robin Bruning, operations manager. “Dunkin’ Donuts kind of paved the way for us. We’re talking about doing some dual marketing together.”
The only other Pinkberry in the area is in Ann Arbor, so Bruning hopes to draw consumers who need to satisfy their Pinkberry craving.
“I do expect some visitors,” Bruning said.
Pinkberry is open seven days a week, 11 a.m.-8 p.m. When the university academic year starts Aug. 25, hours will expand to 9 a.m.-10 p.m. Monday-Friday and noon to 10 p.m. Saturday and Sunday.
For more information, visit pinkberry.com or call 419-372-6108.