Houston, Texas-based Swirll Frozen Yogurt will soon open their first Atlanta area location within TOWN Brookhaven, off Peachtree Road. Located on the street level of the Alexan apartments, the yogurt shop should open in about a month. Originally, locally based Yoreka was to open in the development, but as their first store closed at Sembler's Prado center in Sandy Springs, followed by the closure of their location in Little 5 Points, it seemed unlikely this location would ever open.
Swirll will open a total of three locations in the area. A second will open on Roswell Road in North Buckhead in the same shopping center as The Fresh Market and Goldberg's but there seems to be less progress than at the Brookhaven site. Swirll is entering a very crowded frozen yogurt market. Within a mile of the Roswell Road space are Jujubee's, Menchie's and Three on the Tree. Three on the Tree recently raised their per ounce price from 39 to 45 cents. Menchie's charges 44 cents and Swirll is known to be 43 cents while Jujubee's sells its yogurt by size rather than weight.
A third Swirll will open in Perimeter Place in Dunwoody. Perimeter Place is anchored by Target and ROSS and is across the street from Perimeter Mall. The Perimeter area was less competitive when there was just the one Yoforia in Perimeter Mall but that has already begun to change. In the coming days, Yoforia will open a second location in the area, within Perimeter Pointe shopping center, near the Regal Cinemas.
Personally, I think the yogurt craze has gotten a little out of control and prices are likely to be affected. Locally, Three on the Tree's partnership with Atlanta Fresh has driven their per once pricing up to 45 cents from 39. Los Angeles-based Yogurtland, which recently opened off West Paces Ferry, the first of many planned locations, has a proprietary product and is thus able to undercut competitors. At 33 cents per ounce, they are the cheapest cost per ounce that I know of in the city. Their product itself is quite tasty, in particular the Devil's Food Cupcake Batter and Red Velvet Cupcake.
All in all, Swirll seems to be one of the smallest out-of-town chains to enter Atlanta, with a mere seven locations open, only one of which is out of their home state of Texas. It will be interesting to see how this upcoming addition turns out and how many of these chains are still here in a year.