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

Register to view the full article

Register to view this article

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.