It’s a Saturday night in Sydney’s Manly Beach and the queues are snaking around the LED-lit palm trees on The Corso.
Take a look at the lineup’s demographics, and it’s a perfect cross-section of the sweet-toothed population—couples looking to extend date nights, post-dinner families, millennial women after “a little treat,” and Gen Zs with their phones. them out, ready to take a blurry photo of their late night antics.
Five years ago, you would have been right to think they were waiting outside a Messina or its rival empire, Anita.
But no. This crowd, hungry and bursting with a childlike energy, cuts yogurt.
Yes, yogurt, or rather its cooler (literally) older sister, frozen yogurt, is back and it’s only reviving Australia’s nightlife.
And those willing to line up to get their hands on the simple dairy product are mostly young.
Who knew that the typical breakfast item would be the thing to get hundreds of thousands of disillusioned Aussies off their sofas at 9pm and even lure them away from the lure of a late night at a club and made them line the streets?
The company leading the nationwide resurgence of frozen yogurt is Yo-Chi, owned by the Allis and Marro families.
Yo-Chi works on a self-serve model where people grab their cup, choose a yogurt flavor (there are five “OG” and five “seasonal”) and load up with as many fruit toppings as their hearts desire. cookies, nuts, and the cult-favorite spread with infused pistachio, Pistachio Papi.
Founded in 2012 in Melbourne, the frozen yogurt chain was inspired by international franchises such as US-based Pinkberry and Europe’s Llaollao.
It managed to fuel much of the Australian froyo craze, which peaked in 2014, but eventually fizzled out.
By 2020, interest in the food trend was steadily increasing, and Yo-Chi opened three new locations across the state.
In the four years since, it has become Australia’s fastest growing confectionery chain, with 38 locations and more on the way.
What has led to the renaissance of frozen yogurt?
“We’ve intentionally created spaces that encourage people to hang out, connect with friends, listen to good music, and of course create their own custom dessert,” says Brooke Rodger, Yo-Chi’s COO, noting that the creation of an inclusive space. for all ages has been crucial to the brand’s success.
Their extended opening hours have also been a massive draw, with most of their locations closing around 10.30pm, sometimes later during the summer months.
“The nights are definitely getting busier,” confirms Ms Rodger. “We’re seeing a lot of people coming in and the queues seem to be happening in more places now.
“For us, it means we have to make sure we have an A team to manage the crowds and make sure no one waits too long. I think at last check, we were going through about six tons of strawberries a month.”
Australia’s declining nightlife and cost-of-living pressures set the scene
While many people classify Yo-Chi as a health product, attributing its popularity to the fact that yogurt contains probiotics and is mostly fat-free, experts say there are more sociocultural factors at play.
The decline of nightlife in major Australian cities is evident and has laid the foundations for places like Yo-Chi to flourish.
Cost of living pressures meant people were less willing to go to bars and spend $20 on a cocktail, and changing drinking habits in general meant a growing disinterest in clubbing among younger generations.
“The 2020s have seen a significant demographic shift in the discretionary spending purchasing power of the emerging Gen Z and Gen Alpha generations,” says Titanium Food director Suzee Brain.
“Digitally savvy and influenced by their peers, these drinkers are choosing to spend their hard-earned dollars with companies that visibly reflect their values, such as health, experience, community and sustainability.”
The need for a ‘third space’ to socialize
With bar and club cultures struggling and the pandemic only further eroding the Aussie habit of having a boozy night out, people are left wanting alternative spaces for social interaction.
Yo-Chi has filled this gap and capitalized on this growing demand for alcohol-free spaces, says Annette Verhoeff, founder of Thrive Hospitality.
“They’re positioning themselves as a premium evening destination where people can gather and socialize,” she says.
“Their format offers an alternative to traditional bar culture.”
But it’s not just about playing the bars, although their in-house DJ definitely contributes to that vibe.
These spots fill a void for those seeking a “third place”—a concept coined by urban sociologist Ray Oldenburg, which describes an informal public gathering space separated from home (the first place) and work (the second).
Mr Oldenburg argued that these places are essential for public life and community building and said that libraries, cafes, parks and other third places are essential for people’s well-being.
Popular TikToker Katrina Matias was one of the first to share her thoughts on Yo-Chi being part of this third country phenomenon, saying it’s something she feels is more important than ever given our ever-changing society. and more online.
“It’s one of the only places that isn’t a pub, club or restaurant that’s open late in Australia,” Ms Matias said in one of her videos. “And you don’t have to spend $80 on a meal or a drink.”
“You’re so right!” said one commenter on the clip, which now has over 50,000 likes.
“It’s something to do at night that isn’t drinking.”
“It’s the Max Brenner of the 2020s,” claimed another.
“Yo-Chi is my safe space,” admitted a third.
“I’m 24 and all my friends and I found there was a lack of spaces at night that didn’t revolve around drinking,” Ms Matias told news.com.au.
“If we went out for dinner, they always closed early and told us we had to leave.”
The Sydney native, who currently lives in Spain, said she has noticed a dramatic change since moving to the vibrant European country.
“There is a lot of nightlife here after work. No matter what day of the week, people are on the streets and in the parks.”
In Sydney, Ms Matias and her friends resorted to hanging out at people’s homes, on the beach, and even sitting and chatting in their cars.
However, with Yo-Chi, she and her friends now have a low-key place to hang out.
“No need to book and no need to dress up,” she says. “Sometimes we just want to go and do a Yo-Chi run in our pajamas.”
“It’s very accessible, plus it’s cheap compared to other things. I would probably spend about $10 on average.”
What does the future look like?
Yo-Chi’s pricing strategy is an integral component of their success, says Ms. Verhoeff, who advises her clients on brand positioning, marketing and profit strategies.
“The innovative build-your-own-adventure service model resonates strongly with younger consumers who value personalization in their dining experiences,” she says.
It also puts price control directly in the hands of the customer, creating a strong value proposition in today’s cost-conscious market.
She believes the brand’s future success depends on maintaining this cost-effectiveness.
“Their target demographic has fine-tuned authenticity radars and will quickly abandon brands that prioritize profits over principles,” Ms. Verhoeff points out.
“The challenge during expansion will be maintaining the quality of the customer experience while growing their footprint,” she adds.
There’s no telling if this trend will be in the spotlight or if it’s just experiencing another period in the spotlight, but while we wait to find out, it doesn’t look like those lines are shortening.
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Image Source : nypost.com