@TastiDLite Announces 1000th Follower Contest

Tasti has been all up on the Twittersphere for just over a year now--it's clearly a huge priority (rightly so) for the online team. They've been using the account to interact with customers, announce store openings, hold contests, post photos, ask questions, and more. The team has been running the account quite effectively.

For some reason, the follower count hasn't quite hit the growth I'd imagine they are hoping for. The rather personality-less Pinkberry account has almost four times the followers (in less time). It's especially perplexing given the fanatic relationship customers tend to have with the company. Presumably in an effort to bolster up the fanbase (=follower count), Tasti has announced a contest. There are currently 971 followers. The 1000th follower receives a personalized private party at the Columbus Circle flagship store for 20 friends with free Tasti, a "fail whale" cake, product samplings, and giveaways. Lovin' it!

The strategy is tricky--at what point will the follower count hit the tipping point in which a block of friends can band together FTW? We shall see. Nine new followers signed up in the past 24 hours. (Hopefully the contest is protecting against fake/spam accounts people might create in order to win the contest?)

In any case, we'll be...following...the contest. Tasti's social media strategy is pretty spot on.


(In related news, Tasti D-Lited heads back to New York in less than week! Tasti time!)

25 Things About Tasti

A few months late on the trend, the Tasti blog posted "25 Random Things About Tasti D-Lite" today. Many facts I didn't know--a lot of interesting stuff in there:

5. There have been at least 2 marriage proposals at Tasti D-Lite locations in the recent past that we know of. Pictures of one Tasti D-Lite wedding can be found on our Facebook Fan Page.
11. The most popular Tasti D-Lite flavor is the collective variations of Peanut Butter. The second most popular flavor is Cake Batter.
18. The most popular topping is Rainbow Sprinkles.
19. There are currently 193 Tasti D-Lite related pictures on Flickr.
23. Tasti D-Lite franchise opportunities are now available in 48 states as well as the District of Columbia, Puerto Rico, the US Virgin Islands and in select markets worldwide.

The Tasti team gave us a shout out in item number 8! Thanks, guys!

First Impressions of New Store Design

So my Peanut Butter Cup reunion with Tasti D-Lite didn't turn out to be the best, but more exciting than the treat was seeing what the new updated stores look like!





I have to say I was pretty impressed. The location (UES) was pretty much a hole in the wall, but they made it look good. Even next to "Hot 'n Crusty," the store seemed classy, modern, and fun. The new logo looks great, as does the new menu board. All sorts of food items are promoted now--the smoothies, sundaes, and shakes. I'm looking forward to trying them all this summer. I didn't snag a picture of it, but there was an LCD screen in the store, too, displaying hip local information.

In any case, I've got to say I'm pretty impressed with the results. Tasti's rebranding was accomplished quite masterfully, despite the closure of a substantial percentage of its stores in the process. Woot.

Tasti Launches Flavor Alerts

It's been a while since we've had a post at Tasti D-Lite--as we're stuck in New Haven without Tasti, we aren't able to review frequently, and Tasti news has been quiet.

But today there was a pretty nifty new feature on Tasti's website worth mentioning. Tasti Flavor Alerts will text or e-mail you when a nearby location is serving your favorite flavor. When we're in New York, we'll be sure to set it up for all of our four-star reviews.

Wall Street Journal Takes a Look at Tasti Expansion

The WSJ's Ellen Byron took a look today at the state of Tasti's worldwide expansion. The article noted some new details of the expansion plan, including that new products will be introduced such as baked goods.

James Amos, who, along with New York private-equity firm Snow Phipps Group LLC, acquired the New York-based frozen-dessert business for $21 million last year, is forging deals to expand the chain nationally and internationally with new store formats, additional flavors and new products such as energy drinks and baked goods.

The Journal notes that Tasti's success and appeal is thanks in large part to a group of devoted fans, who have given the brand a cult-like status. Byron raises the question of if this "distinctly New York phenomenon" can resonate across the country and across the world.

The article noted some impressive statistics about the geographic distribution of the expansion.

Two Tasti D-Lite stores opened this month in Seoul; expansion into Israel and Mexico is in negotiation. Late last month, Tasti D-Lite signed franchising deals for a minimum of 16 stores in Tennessee and at least 40 in Texas, including San Antonio, Austin and Houston. It is working on expanding into California and adding to the seven stores already in New Jersey. Next month, Tasti D-Lite plans to open two flagship stores in New York, including one on the ground floor of the Empire State Building.

Lastly, the article covered Tasti's effort to redesign and revamp the several run down locations currently in operation in New York. The program is surprisingly expensive.

Since closing the deal, Mr. Amos has been working to persuade Tasti D-Lite's existing store owners to transition from their previous licensing arrangement to a franchise, which gives the company more control over stores' appearance and operations. He has been selling the idea by promising financial incentives, updated store designs, as well as marketing and back-office support. Each franchise requires an investment $230,470 to $439,600, depending on factors such as size and location, the company said. Royalty fees of 5% of a store's gross sales are required weekly. Franchises also can expect to pay to build their brand. Contributions to a "marketing fund" amount to 2% of gross sales every week.

New Haven Location Still Closed...But Not For Long?

We've been enjoying our summer in New York, but in no time, we will be heading home to New Haven, where the only Tasti location in Connecticut still hasn't reopened after closing for the winter. The previous owner of the store, Carole Chu, had to close to store for medical reasons, but Tasti is confident a location in New Haven (whether at the old location or not) will soon be a reality. Director of IT BJ Emerson said:

We have been responding to inquiries for the New Haven area. It is just a matter of time before a new franchise location is opened.

Here's hoping!

Bloggers Reacts to New Tasti Logo

Back in March, we analyzed Tasti's new logo and branding initiative and were generally favorable. Today, Brand New takes a closer look at the new logo and tagline and likes it as well:

That said, the new logo is tempting — sort of like peeping at a dessert through a key-hole. Forms, and elements from the previous identity are reassuringly present; including the sweet pink and rich blue. The dollop holds its own without a thick badge, and the expression is now less Droste Effect without the fancy glass bowl. Avenir is refreshingly light as a support to brand the otherwise slick and generic symbol. The lockup is proportionally top-heavy with the huge dollop of product floating over the loose type.

The comments are supportive as well, although many readers noted the new logo looking a little like...excrement. I'm not sure I see it.

TastiDLite.com Launches Flavor Locator

The Tasti website continues to expand and innovate--this morning, they launched a "Flavor Locator." Users can select a flavor and type in their zipcode, and the locator tells them the nearest location serving that flavor. Unfortunately, most of the ones I tried were not found within a 50 mile radius, so it somewhat serves to remind you of what you want, but can't have. Nevertheless, it's a pretty nifty feature and should be useful for that burning craving.

Tasti Introduces Green Tea, PB Moosemellow

This weekend, over 40 participating Tasti stores introduced the two newest flavors to the Tasti D-Lite community--Green Tea and PB Moosemellow. PB Moosemellow is a snazzed-up name for Moose Tracks ice cream, a personal favorite of mine. I'm quite excited to try the flavor. Green Tea would appear to be a response to the Pinkberrys of the world--Green Tea is one of the two original Pinkberry flavors. The press release acknowledges this, proclaiming that Green Tea "captures one of the hottest flavor trends." In any case, new flavors are always fun.

Tasti Goes International

This past week, Tasti D-Lite announced its first international franchising deal with Coffee Bean Korea Co., Ltd. The deal will bring Tasti D-Lite to South Korea, the first country outside the U.S. to receive Tasti goodness. CEO Jim Amos points out that South Korea is a strong first international location because several "fad yogurt chains" have had great success in the country. It is not specifically noted in the press release that Red Mango, the increasingly popular Pinkberry rival, is based in South Korea and is extremely popular there before coming to New York.

Of course, it's a little hard to believe that Tasti will reach South Korea before, say, Boston, or even Chicago. The deal with Coffee Bean makes some sense, as Coffee Bean fanatics on the west coast are quite similar to Tasti fanatics on the east coast. I doubt it will, but if the deal was extended domestically, I'd imagine it would be quite successful. In any case, the international expansion is certainly exciting for Tasti--I look forward to getting my first e-mail from a Korean Tasti addict.

[EDIT: A commenter points out that there is no connection in the deal between Tasti and The Coffee Bean. It so happens that the main franchiser in South Korea of The Coffee Bean is also working with Tasti D-Lite now. There is no connection between the two companies.]

New Franchising Program Details

Tasti D-Lite filed a very thorough press release on Friday with announcements about the franchising program. The details are fairly promising:

- 36 previously independently owned Tasti stores have switched over to become Tasti franchises. This does not appear to include my local New Haven location. The press release notes that Tasti is currently through over 60 independent stores--interesting to note they only have about half on board at this point. And, of course, these 36 stores are but a fraction of the 500-center franchise planned within five years.

- These stores will be remodeled to fit Tasti's new brand image (paid for by Tasti).

- These stores will have exclusive access to the new flavors and products Tasti will be releasing in the next few months (exciting!).


Exciting stuff! We'll be in New York just for the morning tomorrow, but will be sure to stop by Tasti. So expect the first flavor review in months tomorrow!

Columbia Reacts to Pinkberry Revelation, as Pinkberry Ascends

Last week was a tough one for Tasti competitor Pinkberry with the publication of their (quite unnatural) ingredients, but they seem to be regaining momentum. I hate to see Pinkberry take even one customer from Tasti, so these items are not very inspiring.

- Tasti D-Lited previously covered the Pinkberry v. Tasti battle at Columbia University. The Columbia Spectator reports that students are not deterred by the revelation of Pinkberry's ingredients. In fact, the Spectator goes as far as to claim that Pinkberry is still healthier than Tasti and Yolato.

- Tasti has heralded itself as New York's favorite frozen yogurt/dessert for a number of years now. But, in perhaps the most tangible effect Pinkberry has had on Tasti, Time Out New York's yearly survey has given this title to Pinkberry this year. A sad day indeed.

Look forward to some more Tasti-centric posts soon, hopefully. Tasti D-Lited finally relocates back to New York in less than a month!

Pinkberry's Outing Raises Questions for Tasti

As chains like Tasti D-Lite and Pinkberry have become increasingly popular, there have been concerns about what exactly is in the "yogurt" that makes it taste so good without calories. The drama surrounding the class-action lawsuit continues, now forcing Pinkberry to reveal its exact ingredients, and the results showed why they were so hesitant to do so. Even though Pinkberry markets itself as "all natural," the truth does not lead to that conclusion:

The list includes at least five additives defined by the United Nations Food and Agriculture Organization as emulsifiers (propylene glycol esters, lactoglycerides, sodium acid pyrophosphate, mono- and diglycerides); four acidifiers (magnesium oxide, calcium fumarate, citric acid, sodium citrate); tocopherol, a natural preservative; and two ingredients — starch and maltodextrin — that were characterized as fillers by Dr. Gary A. Reineccius, a professor in the department of food science and nutrition at the University of Minnesota and an expert in food additives.

The aftermath to the controversy has had interesting ramifications on Tasti. New York Magazine food blog "Grub Street"'s lede to their post about it has to scare Tasti:

Back in those heady days when the small-screen Sex and the City reigned over New York, it was all about skinny girlie-girl Miss Charlotte York and her tasteless Tasti D-Lite. Let’s hope that this summer’s big-screen SATC has caught up with the times, because any body fat–phobic New Yorker knows that today it’s all about that tangy frozen yogurt Pinkberry.

The revelation that Pinkberry is filled with all sorts of gross things has shaded opinion of Tasti as well. Grub Street asked Pinkberry devotees about the news and asked several of them about their opinion of Tasti (none were favorable). The most interesting answer came from Benny Tagliareni, 28, when he was asked if he eats Tasti D-Lite.

Uch, no. I don’t eat Tasti D-Lite. It’s all fabricated — disgusting. There’s nothing wholesome about it. You’re ultimately eating garbage. But I don’t expect any fast food to be healthy at all.

It seems clear that a) perception is that Tasti is composed of non-natural ingredients and b) that this Pinkberry law suit is going to shade opinion of Tasti. Tasti's doing its part with its fresh, very natural new image. Additionally, the "flavor + nutrition" page proclaims "Natural Ingredients." "Tasti Science" explains, "We use natural ingredients and just enough real sugar, because it just tastes better that way."

But, thanks to Pinkberry, the folks at Tasti have to reach out even more stringently to ensure customers that there's nothing unhealthy about eating Tasti D-Lite.

Tasti Socially Networks

As Tasti continues to extend its online presence, it comes as little surprise it's trying to get in on the social networking game. This week, Tasti launched a Facebook page. Users can become "fans," get news, see photos, upload photos, have discussions with other fans, etc. It's unclear as of yet how much value it adds, but we'll have to wait to see what Tasti plans to do with it and how fans use it. An interesting experiment, to be sure.

Pinkberry Is Not Frozen Yogurt

We're a little late on this news item, but Pinkberry settled a suit last week, which asserted their product isn't all-natural frozen yogurt as claimed.

In a class-action lawsuit filed last year, Pinkberry — which operates roughly 50 stores in California and New York — was accused of misrepresenting its product as “frozen yogurt” and making bogus health claims, including that the dessert (which comes in three flavors: plain, which is very sour; green tea, which is chalky; and coffee, uncommonly delicious) was “all-natural.”

In a preliminary settlement reached this week, Pinkberry denied any wrongdoing but agreed to pay $750,000 to the Los Angeles Regional Food Bank and Para Los Niños. The plaintiff, Lisa Sutton, who said she suffered injuries and undue loss of money spent on Pinkberry products, will receive legal fees and a $5,000 award for bringing the suit.

Under California law, a product cannot be marketed as frozen yogurt unless it is made from milk that is fermented with certain bacteria, mixed off-site rather than in stores, and sold with its ingredients prominently displayed. In the past, Pinkberry had been secret about its products’ ingredients, but it now lists them on its Web site, and it has begun to mix the product off-site.

It's also worth noting that Pinkberry is also considerably more calories than originally claimed. Of course, this isn't anything Tasti hasn't dealt with in the past. Tasti made the switch from "frozen yogurt" to "frozen dessert" a long time ago, and on last week's press release, the PR team finally found a great spin. They wrote, "Not a frozen yogurt because it doesn't contain yogurt and not enough fat to be ice cream, Tasti D-Lite is a uniquely perfect indulgence with just 70 to 100 calories per four fl. oz. serving." This spin still prevents Tasti from seemly unnatural, while clumping its lack of yogurt with a lack of fat.

In any case, it's interesting to see Pinkberry go through the same mistakes Tasti ironed out years ago. Maybe it's not the competitor we thought it might be. For more info on the ingredients in Tasti, check out Tasti Science.

Tasti D is bloggin', press releasin', diversifyin'

The folks at Tasti sent over some interesting news updates to me this weekend.

1) Through franchising.com, Tasti released a press release, more formally encouraging new franchisers to help them build their 500-center franchise in five years. The release is in line with the franchising strategy previously discussed on Tasti D-Lited. The release focuses on the experience of the managerial team, the devotion of the consumers (like yours truly), and the health benefits. They continue to use "dessert your guilt" as a tagline. The release continues the build up for the flagship store in NYC, which is opening in the next few months. Tasti D-Lited is planning on getting there for opening day, but we'll see how the timing works out. On a more personal note, the new franchising plan has affected me quite greatly--the licensor of the New Haven location still hasn't decided whether or not to renew and thus still hasn't opened.

2) Tasti D-Lited officially isn't the only Tasti D-Lite blog online! Tasti D-Lite has started an official blog, which has minimal unimpressive content so far, but should be utilized more in the future. Interestingly, it's hosted on Xanga rather than on tastidlite.com. I'd imagine they'll make the switch over relatively soon, as they continue to rollout new features on their new website.


3) Speaking of new features on their website, you may notice some updates on tastidlite.com. We previously made fun of some of the silly images rotating on the homepage. The girl with the crazy eyes is still there (thank god!), but they replaced the out-of-place beach frolickers with an image of some whipped cream and a smoothie. Interesting to note the prominent placement of the relatively unpopular smoothies--I've yet to try one, but will now. This new smoothie emphasis is reflected in the updated Tasti Treats section as well. It is now broken into "classic d-lite menu," "smoothie d-lite menu," and "d-lite to go menu." The smoothie menu is the most interesting and includes Asian-inspired names for their smoothies and shakes. Sundaes are also featured.Tasti appears to be (smartly) diversifying its menu, beginning to take on Jamba Juice with this new menu. The To Go menu focuses on cakes and special treats, which is yet another branch off from the core frozen dessert offering. And, of course, the classic menu is the one we already know and love. In any case, it's increasingly interesting to see Tasti shape its strategy as it begins its quest to expand across the country. This first update is a good sign of things to come.

Tasti's #1, says Food Experts

There has been quite a dearth of posts on Tasti D-Lited lately, as our local store still hasn't reopened (it's been five months!!?? That is not a "season," folks!), but there's good news! We'll be in New York this summer and will certainly be making up for lost time.

And, in case you forgot just how good Tasti really is, food authors and HuffPo bloggers Jodi Lipper and Cerina Vincent ranked Tasti D-Lite as the best Frozen Yogurt (err... "frozen dessert") in the country. Tasti was followed at #2 by rival Pinkberry.

Of Tasti, they write:

Tasti D is pretty much our favorite place on earth, but unfortunately it's only available in certain parts of the country right now. (However, more of these gems will be popping up around the country soon, so stay tuned.) This stuff is incredibly delicious, has only 20 calories per ounce for most flavors, and is all natural! That means no crazy chemicals, so you can feel good about indulging in this stuff. Plus, it comes in literally hundreds of unique flavors like fluffernutter, cake batter, mudpie, cinnamon crunch, etc. We've found that Tasti D makes a great lunch when you add healthy toppings like almonds or granola, or a perfect snack when swirled on a cone with a few sprinkles. Just be careful about licking your cone while walking down the street - a few construction guys may notice.

NEW IMAGE: Don't Feel Guilty. Please. Seriously.

The biggest change between the old, ugly website and the shiny, new one is the image Tasti is projecting. Cover up the ice cream scoop in the top left corner, and it's quite hard to tell if the site is for an ice cream change or a health-conscious spa and resort.


The central photo rotates between a determined woman stretching before a liberating work-out, two happy women laughing at a joke, and a young couple barefoot on the beach. All happy, all skinny, all young, all pretty. In addition to the (rather clever) tagline "dessert your guilt," the site features "refresh revive renew," "for your active lifestyle," and "your very own guiltless pleasure." The stock banner that runs throughout the site features kiwis, oranges, and blueberries. It's clear Tasti is branding itself as the place the trendy soccer mom stops between pilates and sushi. Is this necessarily the niche Tasti best fills? Perhaps--but it also might alienate a large portion of its potential base--namely, the entire male gender.


This new image (no matter how you look at it, an improvement on the scattered and shoddy feel Tasti formerly projecting) coupled with the expansion plans places Tasti in the Starbucks/Whole Foods type of brand--the chain that expands and expands, while still desperately holding on to the fresh, high quality feel so important to its customer base.


Be sure to check out the new site in its entirety.

The State of the Tasti:
1. New Website Reveals Big Plans
2. Expansion: Certainly Bigger, Possibly Better
3. New Image: Don't Feel Guilty. Please. Seriously.

EXPANSION: Certainly Bigger, Possibly Better

As the first report in a series about The State of the Tasti, Tasti D-Lited takes a look at Tasti's massive expansion and franchising plans.



What It Is

Tasti D-Lited likes to herald its small-town roots as the brainchild of one typical "New York Woman." But the company has taken a decidedly corporate turn (not that there's necessarily anything wrong with that). Last year, the company incorporated as Tasti D-Lite LLC after being acquired by a New York private equity firm, Snow Phipps Group, LLC. Jim Amos took over as CEO with his goal (which is proclaimed "a good one" in the updated History section of the website) to help Tasti extend its reach across the world as the number one "good-for-you" frozen dessert in the world. Amos recently published "The Complete Idiot’s Guide to Franchising" (Penguin)--but he does have good taste in Tasti--his favorite flavor is Peanut Butter.

Over the next five years, Tasti plans to open 500 "centers" mostly in the United States. The expansion will be headlined by two new "flagship" stores opening in Manhattan this year (Tasti D-Lited will try to cover these stores soon, obviously). Tasti is looking for owners to run all these new franchises, as "Own a Center" receives its own tab and a prominent location on the minimalist homepage. The tab introduces four options for potential owners: single-unit franchises, multiple-unit franchises, area developer franchises, and most intriguingly, international master franchises.

As for the investment for new owners, the request for information asks, "The initial investment for a single Tasti D-Lite center ranges from $229,670 to $433,350. Are you prepared to make an investment in this range?"

To give some perspective on the expansion, 500 shops would put Tasti right in line with the number of locations operated by Ben and Jerry's, make it bigger than Coldstone, but (way) smaller than TCBY.

What It Means

Essentially, this expansion is good for customers and bad for franchisers. On the most functional level, Tasti will be available in many more places, covering more states and streets. Not to mention, the increase in revenue theoretically means more funding for R&D and tasteology (as they call it) and thus a better product.

Current franchisers have been somewhat up in arms about the transition. This e-mail has been making the rounds among franchisers, bringing some of Amos' past transgressions into light. Apparently he's ruffled a few feathers in his past franchising and expansion endeavors, leading to lawsuits and alleged fraud. Not to mention that franchisers, who were used to dealing with small-time owners and individual attention, will have to get used to sharing Tasti's resources much more broadly. Of course, for aspiring franchisers, opening a Tasti location is now easier than ever. It will be interesting to see if this uprising of current franchisers manifests itself in any meaningful ways. E-mail tastidlited@gmail.com with info.

What this expansion really means to us is still in doubt. All of us love the personalized and un-corporate feel of Tasti shops and certainly don't want it to turn into Starbucks. On the other hand, it's easy to understand that bringing Tasti to the masses requires more funding and more established management. Will these new flagship stores maintain the Tasti feel and environment? Or will it more mirror the new website--which maintains a Tasti feel, while making massive improvements--being more functional, easier-to-navigate, and slightly more professional looking. Only time will tell, but it is a risk most likely worth taking.

As always, we'll be keeping this angle in mind as the franchising plans develop.

The State of the Tasti:
1. New Website Reveals Big Plans
2. Expansion: Certainly Bigger, Possibly Better

Tasti Launches New Website

Well, it was bound to happen eventually. As Tasti D-Lite prepares to embark on their quite extensive expansion plan, the stone-age website has been replaced by a sparkly, brand-spanking-new one. The update is much needed and a huge improvement. The new site includes a really sweet new favicon, a whole new layout, a new brand logo, a new tagline, and tons of new information. Not surprisingly, "own a franchise" is prominently located on the homepage. In any case, over the next week, we'll take a look at a lot of the new information more in-depth. We'll analyze the new brand image, the massive expansion plans, the history and nutrition. So keep checking back here over the next few weeks for The State of the Tasti series.

The main photo rotates between three options, but this was the clear one to screen cap. Look how crazy the girl on the left looks! No one wants to look like that! It looks like the magic Tasti chemicals finally got to her brain. Or a gun is being pointed at her head, and she's being told she'll be shot if she doesn't smile enthusiastically. Or she just has some mental issues...