Sweet Frog hops over to Big River

There are 326 Sweet Frog stores in the world including the Dominican Republic. That’s a lot of frozen yogurt.

March 10, 2014; 10:38 AM • by Richard Hayes

Sweet Frog was started in Richmond in 2010. Currently there are 18 stores locally and a total of 326 nationally and internationally. It’s not your imagination that you’re seeing the purveyors of frozen yogurt goodness everywhere. You can even find Sweet Frog in the Dominican Republic.

The 326 is just a start. The goal is 400 by the end of the year. To achieve that goal Sweet Frog has partnered with Shockoe’s Big River to see if Sweet Frog needs to change their marketing ways. Richmond BizSense.com has the full story.

“It’s really kind of uncovering what their recipe for success is and how do we enhance that going forward,” said Big River President and CEO Fred Moore.

Working with Big River marks a shift for Sweet Frog, which hasn’t made much use of traditional advertising in the past, aside from a few radio ads.

“A lot of what it has been is community grassroots marketing,” said Victor DiPace, Sweet Frog’s director of marketing. “We participate in a lot of community events, fairs, parades and get involved with nonprofit groups.”

Sweet Frog wants Big River to help decide the best way to market the brand — whether that might be continuing with the same approach or launching a more traditional advertising presence.