Orange Leaf Frozen Yogurt & Treats Is Introducing New Flavors and New Ways to Reach Consumers
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The self-serve snack franchise Orange Leaf Frozen Yogurt & Treats is no stranger to innovation. With projects like the launch of its original Pop-Up Party Box to-go packaging in November 2015, Orange Leaf has been engaging and making connections with consumers of all ages and demographics.
2020 sees the brand enjoying a surge in same-store sales (SSS) and co-branding opportunities — a tide assisted by the introduction of a new set of flavors for Orange Leaf Frozen Yogurt & Treats, and some fresh new offerings.
A History of Innovation
In October 2016, Orange Leaf Frozen Yogurt & Treats made history by becoming the world's first brand to deliver frozen yogurt or "froyo" by drone. This innovative delivery program, dubbed Project Flying Orange Unicorn, was conducted at Hope College in Holland, Michigan with drones guided by human pilots operating out of Holland's Orange Leaf store, located six blocks from campus.
Orange Leaf Holland developed a set of modified to-go delivery boxes and frozen packing materials specifically for the test, which was staged with Millennials in mind. Younger demographics are an important target audience for Orange Leaf, not only because of their liking for sweets but also for their enthusiastic attitude toward emerging technologies.
The success of this project has inspired Orange Leaf to further explore drone deliveries and other unexpected ways of getting frozen yogurt into the hands of fans across the country.
A New Set of Flavors
(Image Source: FastCasual.com)
One of the ways to extend the brand's reach is through an expanded roster of flavors.
During the 2019 holiday season, Orange Leaf teamed up with Ghirardelli, the San Francisco brand that's been making rich chocolate by hand for almost 170 years. The two companies introduced Peppermint Hot Cocoa Froyo, a classic winter drink reborn as a new frozen yogurt flavor. The launch coincided with a giveaway whose winners received an expenses-paid trip for two to San Francisco, California, and a gift card to enjoy treats at the Ghirardelli Shop in Ghirardelli Square.
In all, Orange Leaf launched six new flavors last year, the others being Edible Cookie Dough, Salted Caramel made with Twix, Dairy-Free Sour Raspberry Froyo made with Sour Patch Kids, Oreo Gelato, and Cinnamon Roll made with real Cinnamon Roll Spread and Icing.
Some Fresh New Offerings
Early last year, Orange Leaf Frozen Yogurt & Treats also announced its co-brand opportunities with Humble Donut Co., a made-to-order mini donut concept that was pioneered by the leadership team at Orange Leaf. At the start of 2020, the company has increased its number of co-branded units to ten open locations. A further six are under construction.
According to Orange Leaf Frozen Yogurt & Treats President and Chief Operating Officer Kendall Ware, "What really sets us apart from our competitors is our maximization of efficiencies and capability to scale quickly with existing resources. Having a solid foundation to build on is crucial to continue growing co-brands through 2020 and beyond."
Positive Growth in Same-Store Sales
This rapid scaling and maximization of efficiencies are clearly paying off. By the end of 2019, Orange Leaf Frozen Yogurt & Treats recorded positive same-store sales (SSS) growth, with off-premises sales up 65% year-over-year.
Kendall Ware has attributed this growth to an increase in brand partnerships, better communication with franchisees, expanding off-premises sales, operational efficiencies, and product offerings.
Partnerships with ezCater and multiple mobile delivery platforms were also instrumental in making Orange Leaf products available to a wider range of consumers. In addition, a new website developed for the brand has made it easier for customers to learn about Orange Leaf Frozen Yogurt & Treats, and to order catering.
This aspect of the business is set to grow in importance, as the year progresses. As Kendall Ware puts it,
"Mobile delivery and catering continue to show incremental growth in day-to-day sales. As this part of the restaurant industry continues to evolve, we will continue making it a priority to reach our goals."
Efficiency and optimization, delivery methods, and the expansion of menus and product ranges are all set to be hot topics at Future Restaurants 2020, which takes place from August 31 - September 01, 2020, at the Hilton Austin, TX. Kendall Ware CFE, President & Chief Operating Officer at Orange Leaf Frozen Yogurt & Treats will be one of the keynote speakers.
Download the agenda today for more information and insights.
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