Go Greek Yogurt slipped into New York City over the weekend, quietly opening its first local storefront at 683 Broadway in NoHo. The Mediterranean-inspired frozen-yogurt chain, which launched in Beverly Hills in 2012, is now scooping thick Greek-style frozen yogurt, pouring smoothies and building sweet-and-savory bowls for Manhattan customers for the first time. The NoHo shop is being counted as the brand’s 20th location.
On the menu are signature frozen-yogurt flavors like plain tart, Greek honey and chocolate, alongside smoothies, classic Greek yogurts and customizable bowls loaded up with fruit and crunchy extras. Inside, the space leans hard into a Mediterranean-coastal vibe, with an olive tree, arched blue-and-white mosaic tiles, clay pottery and coordinated plates setting the scene, according to amNY.
The company’s own site now lists the NoHo address front and center, complete with a “Now Open in NYC!” banner pointing customers straight to the counter at 683 Broadway. The website also highlights delivery partners and a rewards app the brand is using to roll out early-access perks for loyalty members, per Go Greek Yogurt.
From Beverly Hills To Broadway
Go Greek was founded in Beverly Hills in 2012 by David Subotic, Tanja Subotic and Jonathan Williams, and the trio has since steered the concept well beyond its original zip code. The brand has pushed into Florida and parts of the Gulf region as it leans into a broader franchise strategy, Entrepreneur reports.
Local Lease And Opening Weekend
Commercial leasing records and industry reporting show that the retail space at 683 Broadway was locked in late last year for a yogurt operator, according to Traded. To break in the new digs, Go Greek kicked things off with a loyalty-member preview, followed by a public grand-opening weekend that featured early-access hours and a promotion offering free froyo to the first 100 guests, per the event listing at NYC for FREE.
What To Expect
The brand promotes its yogurt as high in protein and rich in probiotics while coming in lower in sugar than many competing options, according to the health section of the company site, Go Greek Yogurt. Toppings and rotating add-ons at the NoHo counter include fresh fruit, granola, chocolate chips, chia seeds and roasted nuts, as detailed by Go Greek Yogurt.
With its NoHo debut, Go Greek adds another Mediterranean-leaning scoop shop to Manhattan’s dessert roster and gives neighborhood shoppers and nearby students a new health-forward option. Expect a steady churn of rotating seasonal flavors and a reliable stream of foot traffic near Broadway and Great Jones as the spot settles into the block.
