Frozen Yogurt Wars Cont.: Pinkberry Gets Millions, People Still Don't Care What It Is
Tuesday, October 16, 2007

2007_09_pinkberry%20little%20tokyo.jpg
Pic from Angelenic

Fad or not, expect to see a Pinkberry in every neighborhood across the country a la Starbucks. Fortune confirms today that Starbucks founder Howard Schultz's venture capital firm, Maveron, will dump not gazillions but $27.5 million into Pinkberry . That's a a lot of freakin' swirl. In a press release, Schultz called Pinkberry founders Shelly Hwang and Young Lee "visionary entrepreneurs" and labeled their brand "a cultural phenomenon." There's talk about employee stock options and "lifestyle environments" like Starbucks. Pinkberry now has 32 stores in NY and LA, and plans to grow to 50 locations by the end of the year, which means all those little wannabes are probably history, just like all the small neighborhood cafes Starbucks left in its wake. Nothing can stop the onslaught now.

Do you think Schultz asked or cares what the "secret ingredient" is in the powder? The people who keep shoveling it in really don't care, that's for sure. We took an informal poll last week. We asked the hostess of Robata Bar in Santa Monica what she thought about Pinkberry, her eyes got wide and she confessed, "I LOVE it!" When we asked what Pinkberry is exactly, she started to say yogurt, and we said, "nah ah ah...not yogurt." She rolled her eyes and said, "Well, fine. Not yogurt, but it's soo good." Don't you care what you're putting into your body? Don't you want to know? She kind of giggled and walked away. Our server said she liked Pinkberry but will not go to the one in Venice where she lives because it "should NOT" be on Abbot-Kinney: "I ban that one, but go to the one on Melrose all the time." She's the worst kind of NIMBY, a FYNIMBY: Frozen Yogurt Not In My Back Yard.
· Starbucks founder bites into Pinkberry [CNN/Fortune]
· EaterWire: Prepare for Even More Pinkberry [~ELA~]
· The Frozen Yorgurt War Chronicles [~ELA~]

Posted in Buzz: The New Black




Comments (12 extant)

1.

regardless.... the stuff is absolute garbage.

By derby at October 16, 2007 9:48 AM

2.

I was just at Pinkberry two days ago. My friend, prior to digging into her cup, busts out a Lactaid. This prompts me to ask the yogurtista, "Is there milk in this?"

Stupid question, right? Of course there is dairy in frozen yogurt.

Yogurtista: "No, no dairy!"

So what, is it secret powder plus water? What the hell IS in the fro-yo??

By weary at October 16, 2007 12:16 PM

3.

Isn't their menu a bit limited to expand into such a big brand? Why can't their fruit toppings be seasonal? And why the fuck are they selling all those stupid plastic salt and pepper shakers shaped like little people, pet dishes that cost $75 dollars, and all that other bullshit from Alessi? Who is buying any of that? It's so unrelated to yogurt.

By Grant at October 16, 2007 12:53 PM

4.

However, my name is garbage

By derby at October 16, 2007 1:04 PM

5.

I am stupid

By Grant at October 16, 2007 1:05 PM

6.

Ok Eater LA, can we maybe NOT have any mention of Pinkberry's whatsoever for say......the next three months?

By Tee at October 16, 2007 1:39 PM

7.

Go Pinkberry!

By Tee at October 16, 2007 3:25 PM

8.

Y.U.C.K. Pinkberry!

By TeeTee at October 16, 2007 3:59 PM

9.

now why would some a-hole use my name to say i am garbage? why not just post as who you are? jackass! anyway, there is only one derby. and pinkberry still blows.

By derby at October 16, 2007 4:29 PM

10.

Hey hey hey...people people. The comments were turned on for witty, enlightening words, not for trashing each other. None of this posting as someone else business, especially if you're going to make fun of them. Come on, now. We don't have time to hold hands and police. Remember: Funny always trumps mean, and snark is welcome.

Carry on...

By Eater LA at October 16, 2007 5:09 PM

11.

Can I smell derby's pink berries? I'll even eat his fudge

By TeeTee at October 18, 2007 6:30 PM

12.

I wanna blow Teetee's pink poodle

By derby at October 18, 2007 6:31 PM





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