In the calculated game of frozen yogurt sales, Menchie’s latest move may be the checkmate, says CEO Amit Kleinberger.
“Today’s guest really expects to have a multidimensional experience that involves not only the food, but the environment and experience as well,” Kleinberger says.
To that effect, the frozen yogurt brand overhauled its business strategy with two permanent additions last week: collectible toys and new monthly flavors.
With every cup of yogurt purchased, Menchie’s will offer guests a free Sweet Friend collectible toy. The brand developed the toys around the imaginative world of its mascot Menchie, and gave him seven friends to interact with. Designed to redefine guests’ frequency of visits and award loyalty, the toys will be available throughout the month, with a bonus toy gifted to those who collect the entire series.
“We’re launching lines of toys featuring every character in different formats,” Kleinberger says. “This can include stickers, sticky hands, stamps, and miniature puzzles.” To avoid repetition, stores will have two character toys on them at all times. More than 100 toys will launch in the next year alone.