Outside the Spoon

outside-spoonFrozen-yogurt concept looks beyond sweet treats for menu expansion.

The buzz behind frozen yogurt may be waning, but Red Mango Frozen Yogurt & Smoothies is one brand that won’t be limited by its category. The Dallas-based chain began testing a café concept at several Houston and Long Island, New York, area franchises.

The concept, called Red Mango Café, features an expanded menu of healthy flatbreads, salads, and wraps, says Jim Notarnicola, the company’s vice president of marketing and franchising.

Expanded menus are increasingly popular at specialized concepts like frozen-yogurt franchises, says Bonnie Riggs, a restaurant industry analyst for The NPD Group. “They’ve already got the real estate, they’re already open for business, and they have the customers, so now they can offer them something more,” she says.

Launched in the fall, Red Mango Café features six flatbread items that offer diners a savory experience with less than 350 calories. The salads are topped with natural dressings, and for cold winter months, the café serves a line of hearty soups. Some locations also offer specialty juice products.

Because Red Mango has always positioned its frozen yogurt as a healthy alternative rather than a sugary treat, the expanded menu has been well received, Notarnicola says. “Our customers are telling us it made sense to them that we would be adding these kinds of products, and it gives them another reason to come back in a different daypart,” he says.

While Red Mango doesn’t share sales numbers, Notarnicola says, results confirm the concept is moving in the right direction.

More menu choices can help units grow market share, says Darren Tristano, executive vice president at Technomic. “The frozen-yogurt business has become very competitive. There are not only a number of chains but also a lot of independent entrants, so as a result, it’s getting more difficult to be successful,” he says. “Broadening the menu seems to be a way these brands can grow their revenue.”

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