Yogurtland is waving goodbye to its old Santa Monica location and scooping up a prime spot on the bustling Third Street Promenade this summer. The franchise owner Alex Soofer has declared a June 1 splash for the grand opening of Yogurtland's new home, with a preview period a couple of weeks earlier, revealing that there'll be "balloons, music, entertainment, giveaways and more" to celebrate a decade in the dairy game, according to What Now Los Angeles.
It's a calculated move to churn out more business for the self-serve frozen yogurt giant that lets sugar seekers pile on an array of flavors and toppings that's been part of Santa Monica’s dessert scene since it first unfrozen its doors in 2006 and has blossomed into a worldwide treat purveyor with over 250 spots to get your fix, growing from its Fullerton origins. The old spot on Santa Monica Blvd isn’t going cold just yet, it is keeping its machines whirring until Halloween, which is when Soofer plans to switch fully to the new site said to be a magnet for passersby to drop in and dive into their customizable cups.
The dynamic change of locale to one of the city's premium foot traffic thoroughfares is a strategic scoop by Soofer, who's looking to spoon out more of Yogurtland's acclaimed frozen delights to an even broader clientele, he shared his enthusiasm saying they've "been in Santa Monica for 10 years now and we love the city", as mentioned in a What Now Los Angeles article. The shift to Third Street is banking on more than just the sentimental attachment to Santa Monica; it's part of a growth strategy that could potentially freeze out competitors languishing in less sweet locations.
