Time travel with us back to 2012, when self-serve frozen yogurt shops were seemingly everywhere.
. And I’m certainly not alone in my nostalgia and fondness associated with the frozen dessert. After posting a prompt to my Instagram story asking for my followers’ best frozen yogurt anecdotes and memories, I received reply after reply that expressed longing for the days when there was a froyo store on every block.
Presumably, they joined the rest of the oversaturated food fads, including cronuts, cupcakes, over-the-top milkshakes, and rainbow bagels, in sweet, sweet purgatory. As competing foods entered the market, and new trends began to gain popularity, the tart, refreshing dessert was left behind.wasn’t froyo’s first rodeo — and it may not be its last. There was a craze back in the ‘80s and again in the early 2000s when the craving for a “healthier” dessert reached the masses.
was the “it” celeb accessory of the moment. And you know what they say about trends: They always come back., still fully operating in all its 2012 glory. First opened in 2008, the storefront had nine direct competitors within a three-block radius that included Pinkberry, Red Mango, Tasti D Lite, and Ben & Jerry’s, according to Solomon Choi, founder and CEO of the brand. “2012 was a boom year for us and we had [around] 20 stores open by the end of that year,” Choi tells Refinery29.
At the height of froyo mania, 16 Handles had 40 storefronts open and operating — now, that number has dropped to 30. While those stats blow any hometown froyo chain out of the water, there have been plenty of success stories from smaller brands across the country that have survived the Great Froyo Boom of 2012.
Take Juanita Velasco, who owned and operated Rockies Frozen Yogurt in Whittier, CA from 2005 until selling the shop in 2021. When she purchased the business, she knew that the froyo frenzy was coming. Soon enough, Rockies was sandwiched between two well-known froyo chains, each around a mile away. Even while the self-serve aspect was all the rage, Rockies served froyo the ol’ fashion way, with employees building cups for customer. “I knew I couldn’t compete with them,” Velasco tells Refinery29.
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