Pinkberry

Maintaining a healthy lifestyle and Americans embracing Asian culture are two trends growing rapidly in New York City. Also growing rapidly is the newest frozen yogurt chain which embodies both of these trends, Pinkberry. The chains concept is “swirly goodness. It’s frozen yogurt reinvented to create an experience that indulged the senses.” Within the last year three Pinkberry franchises have opened within walking distance of the New York University community including St. Marks, Gramercy, Spring Street, Greenwich Village and Chelsea. The chain first was introduced in Korean town where it was incredibly successful and quickly infiltrated several different areas of Manhattan.

Aside from WOM (word of mouth) the company has been successful in being promoted by American Express for being one of the first small businesses to receive a plumb card. Their most successful campaign however is a small postcard at each of their locations. The card is simple made from a heavy stock and very glossy, it has a tiny picture of the product, store hours and website. The postcard reads “present this coupon for one free topping.” I think this is a clever campaign because if people enjoy the product they will return for a second try or even pass the coupon among friends creating further word of mouth. Because the product is so simple and easily duplicated I believe it is important for them to build customer loyalty and incentives for consumers to enjoy the product time and again.