Have you noticed that the yogurt trend is in deep freeze? On decline for the past two years, stores have been shuttering and sales dropping. In New York City, Pinkberry’s closest competitor, Red Mango, has closed down 4 stores. Meanwhile, Pinkberry has managed to keep all its stores open. Why? Two reasons:
1. It was the first mover.
2. It preserved that lead by creating the most distinct brand.
Pinkberry was meticulous about their image. Their flavor was unique to their market. They used chairs designed by Philippe Starck. They created a club-like experience. They created their own ordering system. They took the time to be original and stand out. Other competitors tried make modest upgrades in flavor with questionable … Read more...