It’s Saturday night on Sydney’s Manly Beach, and queues have snaked around the LED-lit palm trees at The Corso.
Take a look at the demographics of the line, and it’ll be a perfect cross-section of the dessert-craving population — couples looking to extend their date nights, families after dinner, millennial women after “a little treat,” and Gen Z are ready to whip out their phones and take blurry photos of their late-night antics.
Five years ago, you’d be right to think they’d be waiting outside Anita’s in Messina or its rival gelato empire.
But no one. This crowd, hungry and full of childlike energy, is waiting for curd.
Yes, yogurt, or rather its cool (literally) big sister, frozen yogurt, has made a comeback, and it’s single-handedly reviving Australia’s nightlife.
And those who are willing to line up to get their hands on this simple dairy product are mostly young people.
Who knew that a simple breakfast item would jolt hundreds of thousands of frustrated Australians off their sofas at 9pm, and even lure them away from the temptation of a late night at a club, and get them lining up Roads?
The company leading the nationwide resurgence of frozen yogurt is Yo-Chi, owned by the Ellis and Marrow families.
Yo-Chi operates on a self-service model where people bring their own cup, choose a flavor of yogurt (there are five ‘OG’ and five ‘seasonal’) and as many toppings as they want, from fruit to fruit. Biscuits, nuts and the cult-favorite pourable pistachio spread, Pista Papi.
Founded in Melbourne in 2012, the frozen yogurt chain was inspired by international franchises such as US-based Pinkberry and Europe’s LaLao.
It managed to fuel the Australian froyo craze which peaked in 2014 but ultimately fizzled out.
By 2020, interest in the food trend was rising again and Yo-Chi opened three new locations across the state.
In the four years since, it has become the fastest growing dessert chain in Australia, with 38 locations and many more to expand.
What’s driving the frozen yogurt renaissance?
“We’ve intentionally created destination spaces that encourage people to wander, connect with friends, listen to good music, and, of course, create their own desert,” says Brooke Rodgers, COO of Yo-Chi. People of all ages have been important to the success of the brand.
The increase in their opening hours has also been a big reason, with most of their venues closing at around 10.30pm, sometimes later in the summer months.
“The nights are definitely getting busier,” confirms Ms. Rodgers. “We are seeing a lot of people coming, and queues are now forming at more places.
“For us, this means making sure we have an A-team to manage the crowds and ensure no one has to wait for long. I think at last check, we were consuming six tons of strawberries per month.”
Australia’s declining nightlife and cost of living pressures set the stage
While many classify yo-chi as a health product, attributing its popularity to the fact that the yogurt contains probiotics and is mostly fat-free, experts say there are more socio-cultural factors at play. Are included.
The decline in nightlife in major Australian cities is evident and has laid the foundation for venues like Yo-Chi to flourish.
Pressures to make a living made people less willing to go to bars and spend $20 on a cocktail, and changes in drinking habits in general meant that there was a growing apathy towards clubbing among the younger generation.
“The 2020s have seen a significant demographic shift in the discretionary spending purchasing power of the emerging generations of Gen Z and Gen Alpha,” says Suzie Brain, director of consulting firm Titanium Foods.
“Digitally savvy, and influenced by their peers, these alcohol cutbacks choose to spend their hard-earned dollars with companies that clearly reflect their values like health, experience, community and sustainability. Are.”
The need for a ‘third place’ for interaction
With bar and club culture struggling and the pandemic further curtailing Australians’ habit of drunken nights out, people are yearning for alternative venues to socialise.
Annette Verhoef, founder of Thrive Hospitality, says Yo-Chi has filled this gap and taken advantage of the growing demand for alcohol-free venues.
“They are 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 mimicking a bar, although their in-house DJ certainly contributes to that atmosphere.
These spaces fill a gap for those looking for a “third space” – a concept coined by urban sociologist Ray Oldenburg that describes an informal public gathering space separate from home (first space) and work (second space).
Mr Oldenburg argued that these spaces are essential to public life and community building and said that libraries, coffee shops, parks and other third spaces are central to people’s well-being.
popular tiktoker katrina matias She was one of the first to share her thoughts on Yo-Chi being a part of this third location event, saying it’s something she thinks is more important than ever given our increasingly online society. Is important.
“It’s one of the only places in Australia that isn’t a late-night pub, club or restaurant,” Ms Matias said in one of her videos. “And you don’t have to spend $80 on food or drinks.”
“You’re absolutely right!” one commenter said on the clip, which has now received over 50,000 likes.
“There’s something to do at night that doesn’t involve drinking.”
“This is the Max Brenner of the 2020s,” claimed another.
“Yo-chi is my safe place,” admitted a third.
“I’m 24, and I and all my friends have found that there is a lack of places to go at night that don’t revolve around drinking,” Ms Matias told news.com.au.
“If we went out to dinner, they would always close early and tell us we had to leave.”
The Sydney local, who is currently living in Spain, said she has noticed a dramatic difference since moving to the vibrant European country.
“There’s a lot of nightlife here after work. It doesn’t matter what day of the week it is, people are roaming on the streets or in parks.
Back in Sydney, Ms Matias and her friends resorted to talking to people in their homes, on the beach and even while sitting in their cars.
However, with Yo-chi, he and his friends now have a low-key place to socialize.
“There’s no reservation required and no need to dress up,” she says. “Sometimes we just want to go and run Yo-Chi in our pajamas.”
“It’s very accessible, plus it’s cheaper than other things. I’ll probably spend about $10 on average.”
what does the future look like
Yo-Chi’s pricing strategy is an integral part of their success, says Ms. Verhoef, who advises her clients on brand positioning, marketing and profit strategies.
“The innovative ‘build your own adventure’ service model resonates strongly with young consumers who value customization in their dining experiences,” she says.
This puts pricing control directly into the customer’s hands, creating a strong value proposition in today’s cost-conscious market.
He believes that the future success of the brand depends on maintaining this cost-effectiveness.
“Their target demographic has authenticity radar and will quickly abandon brands that prioritize profits over principles,” Ms. Verhoef stressed.
She adds, “The challenge during expansion will be to grow their footprint while maintaining the quality of the customer experience.”
Whether or not this trend will continue or experience another round of headlines is not yet known, but while we wait to find out, it doesn’t look like these queues are slowing down. Are.
