In 2012, Damien Breen opened Frog Frozen Yogurt near Cahuenga Boulevard and Selma Avenue, one of the most densely populated areas in Los Angeles. He calls it the "epicenter for nightlife in LA."
There were no parking spaces for customers so Damien negotiated to provide free valet parking for customers.
He saw how he could expand sales with local delivery and chose a 3-mile radius. The barrier to delivery success was frozen yogurt is not delivered and the next challenge he faced was moving the product fresh without losing the consistency and flavor.
He borrowed the innovative model from Dominoes Pizza and invested in compact trucks outfitted with industrial freezers to keep the product at zero degrees. All ordering for deliveries is done online and Damien sees it as a way to double the volume currently done in the store.
Marketing strategies include social media with an emphasis on Pinterest. "Pinterest has a huge female demographic with women 35 to 50. We share the same demographic.
"We're building a following on Twitter and Facebook is great for people in nearby offices to log on and contact us."
Print, he says, is not dead. "We also hand out coupons and when trucks aren't delivering we park in high visibility areas."
Damien got the idea up and running in a fairly brief span of time. "My background is television production so I'm used to fast turnaround.
"I took 3 months to put together the initial outlook in budget and did my research on supply chain and sources."
His next expansion goal includes awarding franchises and he's using the Cahuenga store as a concept store to train new franchisees.
The company is differentiating itself from the competition in various ways:
- The name Frog which is the "fr" in frozen and the "og" in yogurt
- Products that are organic and some flavors made in the store
- Use of almond-milk and goats-milk for select products
For more information, log on to ilovefrog.com.