Sweet Frog, the new frozen yogurt shop between Potbelly Sandwich Shop and Smoothie King, is expected to open by the end of February.
Delays in construction on other new Sweet Frog shops have caused the TCU store’s grand opening to be pushed back, James Denison, Sweet Frog Public Relations and Social Media Associate, said.
The shop had originally been scheduled to open last November.
“We expect to be open within the next few weeks,” Denison said. “By the end of February, most likely.”
According to Denison, the Virginia-based company decided to expand its locations to Texas. The company is currently working on opening 12 to 14 new stores.
He said that when there are construction delays in one store, a domino effect delays all other stores in the process of opening.
“We want to be open,” he said. “We’re excited … We want everyone to try Sweet Frog.”
Junior math major Hanna Deland said she is very excited for the store to open.
“I looked it up to find out they had quite a few stores, which means that it must be good,” she said.
Deland said she was most attracted to Sweet Frog for being founded on Christian principles. According to the company’s website, the “frog” in Sweet Frog stands for Fully Rely On God.
Kelly McKissick, junior nursing and Spanish double major, said she cannot understand why Sweet Frog would move in right after Yo! closed.
“I love frozen yogurt, and I don’t mind a new place,” she said. “But why did Yo! have to close? Is [Sweet Frog] really going to make it?”
Denison said the company feels confident in their business even with the closing of Yo! Frozen Yogurt Lounge across the street.
He said college kids are Sweet Frog's biggest demographic. The success of a store near Virginia Commonwealth University gives the company confidence in investing near TCU, Denison said.
However, former Yo! Vice President of Marketing, Zac Fowler, wrote in an e-mail that a lack of business during summer and winter breaks was what lead Yo! into a financial pit.
“We relied so much on the student business, that what should have been our busiest time of the year was actually our slowest,” Fowler wrote. “When classes are in, it's fantastic. When they're out, it's a ghost town. And that is ultimately what killed us.”
Former Yo! Employee, Jacob Kehl, added that customer parking problems also hindered the Yo! business.
Kehl said Yo! was relatively inaccessible. It lacked a designated parking lot, like Dutch’s or Buffalo Bros.
“You either had to pay to park, or park further away and then walk,” he said. “Maybe Sweet Frog will do better because they have that lot right in front of them.”
Fowler said the owners of Yo! underestimated how much parking would affect their business, since it did not seem to affect the other businesses around it.
In response to these issues, James Denison said it is the burden of Sweet Frog to both reach out to customers and to make the store as accessible to them as possible.
"We really like to invest in our community," he said, joking that the store might have to change its name to “Sweet Horned Frog” in the future.
Denison asked that the TCU community please be patient while the store prepares to open.
“We think we have the creamiest, yummiest frozen yogurt,” he said. “We know everyone will love what we have to offer.”
For updates on Sweet Frog TCU, check out its Facebook page.