Go Greek Yogurt, the Beverly Hills-founded frozen yogurt chain, plans to open a storefront on Figueroa Street beneath the West 27th Place apartments by early 2027, according to a company official. The new location will fill a vacant spot wedged between Thai by Trio and Five Guys, putting the chain directly in the path of thousands of USC students who already frequent that stretch of the corridor.
The announcement, first reported by Annenberg Media, describes Go Greek Yogurt as a frozen yogurt chain that brands itself around authentic Greek yogurt rather than a standard mall-food-court froyo shop. The company sells traditional Greek yogurt made with ingredients imported directly from Europe, and it offers nutritious, sugar-free toppings as part of what it describes as a mission to spark a healthy living revolution, per the same report. Founded in 2012 on Bedford Drive in Beverly Hills by Tanja Subotic, David Subotic, and Jonathan Williams Margaritakis, the brand drew its inspiration from traditional European yogurt bars, according to Gulf Today.
The chain already has five locations across Los Angeles County, in Beverly Hills, Santa Monica, Studio City, Larchmont Village and Brentwood, Annenberg Media reports. Only the Beverly Hills and Santa Monica shops are corporate-owned, with local franchise partners overseeing buildouts and day-to-day operations elsewhere while corporate management handles the international supply chain, a structure previously detailed in SFGATE's reporting via Hoodline.
A Corridor Built for Foot Traffic
The West 27th Place building where the new shop is headed was acquired in May 2025 as part of a $93 million student housing portfolio deal by Landmark Properties and Stockbridge, according to The Registry Southern California Real Estate News. Constructed in 2010, the 161-unit building holds 452 student beds and sits three blocks north of USC's campus border. Its 7,500 square feet of ground-floor commercial space already houses Five Guys, Thai by Trio and Factory Tea Bar, the outlet reports, with Go Greek Yogurt set to join that lineup.
The push into this stretch of South Figueroa Street is no accident. USC enrolled 46,000 total students for the 2025–2026 academic year, split between 21,000 undergraduates and 25,000 graduate and professional students, according to figures from the USC Office of Institutional Research. Landmark Properties estimated in May 2025 that roughly 81% of USC students need off-campus housing, a demand imbalance that the Los Angeles Times reported has fueled retail interest in nearby commercial strips.
That build-out has continued at scale. Landmark Properties completed The Standard at Los Angeles in August 2026, an eight-story, 1,261-bed student housing complex with more than 13,000 square feet of ground-floor retail at 3900 S. Figueroa St., according to Capdex. The complex sits less than half a mile from campus, adding yet another cluster of retail space competing for student dollars along the same corridor.
Fresko, Kryo, and a Crowded Menu of New Options
Go Greek Yogurt splits its core menu into two formats: Fresko, fresh handcrafted classic Greek yogurt served in parfaits and priced by cup size and topping count, and Kryo, self-serve Greek frozen yogurt priced by weight, according to a 2017 report from The Oracle. Both come with fresh fruit, honey and probiotic toppings.
Students interviewed by Annenberg Media had mixed reactions to the coming opening. Simge Tepeli, a junior studying architecture, said Go Greek Yogurt is fast and makes its yogurt on site. Jiya Patel, a junior studying public relations and advertising, said she would have preferred an ice cream option like Salt & Straw, which has 11 Los Angeles County locations, or Jeni's Splendid Ice Creams, which has shopfronts in Los Angeles and San Diego. Jessie Ji, a junior studying anthropology and communication, said she would try Go Greek Yogurt simply for the new options.
Just the Latest Addition to USC's Dining Scene
Go Greek Yogurt will not be the newest addition to USC's dining scene when it opens. Gogobop Korean Rice Bar opened at USC Village in late July 2026, Tenori opened on Figueroa Street on July 1, and Heytea opened next door just weeks earlier, on May 8, per Annenberg Media's reporting.
The expansion near USC also fits into a broader national growth strategy for the brand. Go Greek Yogurt's national rollout includes planned 2027 openings at BLVD Las Vegas in Nevada and the Toco Hills Shopping Center in Georgia, following 2026 launches in Manhattan's NoHo district and Larchmont Village, according to WhatNow Las Vegas. The Las Vegas location marks a return to the market after a prior hotel outpost closed, the outlet noted. Hoodline previously covered the chain's first Georgia shop and its arrival on Larchmont, and the USC storefront would mark yet another stop in a rapid multi-state expansion for the Beverly Hills-born chain.
