|Yoforia's Brookhaven location|
Yogurt shop closes more locations
Atlanta-based Yoforia has closed both its Morningside and Brookhaven locations. The Morningside location, on North Highland Avenue near Alon's, was one of the company's original three locations. The first Yoforia shops opened in 2007 in Alpharetta on Windward Parkway, in the Perimeter Mall food court in Dunwoody, and in Morningside. All of the original locations have now closed. The Brookhaven location opened in 2010 and was located on Dresden Drive near Kaleidoscope Bistro & Pub. A sign in the cleared out Brookhaven location seems to suggest the location will "reopen Spring 2015" but I'm more than a little skeptical of that.
|Yoforia's Morningside location|
After learning of the Morningside closure, I perused the Yoforia (mobile) website (now zipscene.com), and noticed that a number of long since closed locations (Kennesaw, Sandy Springs, Dunwoody, etc.) were still listed as if they were open and operating. Interestingly, the mobile site reflects a 2015 Yoforia trademark as if it was recently updated despite the outdated material. The full website, with far more updated material, reflects a 2013 trademark.
The full website displays only the current Yoforia locations, now just three in Atlanta. As of now, Yoforia is still open on Howell Mill Road near West Egg Cafe, Monroe Drive near Piedmont Park and on concourse D of Hartsfield-Jackson Atlanta International Airport.
In addition to the three Yoforias in Atlanta, two locations remain open in North Carolina, far from the seven that once existed in the state. Another three locations are open internationally in Kuwait (2) and India (1).
Private equity firm Capstone Equity Partners purchased Yoforia in 2010 and installed its founder, 30-year-old Luke Tashie, as CEO of the yogurt company. It's unclear who currently owns the business, but Tashie is out and is now an MBA candidate in the "Value Investing Program" at Columbia Business School in New York.
Yoforia has over 4,000 Twitter followers and over 16,000 Facebook fans, but last updated their Twitter page in mid- November and their Facebook page in late December. Despite their significant followings, their random and infrequent social media postings have led to dismal user interaction with each respective platform.
The Yoforia website lists press leases from 2011 on its website under "latest press releases," further leading to the conclusion that the business has been essentially abandoned.
Somehow, Yoforia still managed to be named to Creative Loafing's Best of Atlanta 2014.
With all the yogurt businesses both local and nationwide, Yoforia does have one of the most unique, "brandable" names, so it's sad to witness their demise.
By comparison, Atlanta-based Yogli Mogli still operates (via franchise) 21 metro locations. Yogli Mogli also has two locations in Illinois with single units in Kentucky, Pennsylvania and Tennessee.
Irvine, California-based Yourtland plans to finally open their new location in TOWN Brookhaven next Wednesday. The new shop will be the chain's third in metro Atlanta with others in Buckhead on West Paces Ferry Road and in Norcross at The Forum.
Frozen Yogurt is no doubt a tough business, whether you are a local upstart or a nationwide powerhouse.
Locally, Cowlick's Yogurt & Floats and Yoreka closed both of their locations while other upstarts like Froyolo and Swirlin' Twirlin' have significantly reduced their store counts.