TCBY serves up a new identity

TCBY's parent company is attempting to reinvigorate the nearly 30-year-old brand with a new self-service prototype scheduled to open here in July.

Combined with an updated design, logo and brand identity, TCBY officials said Tuesday that the move to self-service is a step in reclaiming the chain's former leadership in the frozen yogurt category.

Tim Casey, chief executive of TCBY parent Mrs. Fields Original Cookies Inc., said the new company-owned prototype wo

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