Food and Drink - Spring 2011 - (Page 174)

>r RETAIL orange leaf frozen yogurt Not Just a Craze A frozen yogurt company works to ensure the trend continues. By Jamie Morgan company profile Orange Leaf Frozen Yogurt Headquarters: Oklahoma City Corporate Employees: 12 Stores: 66 Specialty: Self-serve frozen yogurt and toppings Reese Travis, owner and CEO: “The customer is always happy if they make their desserts exactly the way they want it.” >> Orange Leaf Frozen Yogurt says it innovated the self-serve frozen yogurt concept in the San Francisco Bay Area in 2008. O range Leaf Frozen Yogurt makes sure its operations are just like its product: smooth. Two San Francisco partners conceived the selfserve yogurt model in 2008 and introduced it to the Bay Area. It was the beginning stages of the help-yourself yogurt concept, which Orange Leaf helped pioneer. The company’s bold idea has sparked several copycats around the country. However, as with most things, nothing beats the original. Reese Travis knows that. After opening an Orange Leaf Store in the cities of Norman and Lawton, Okla., and Wichita Falls, Texas, in early 2009, he immediately recognized the promise of not just his store but of the company in general. “Through the process of franchising and getting to know the business owners and the yogurt industry, at the end of the day, we really liked what we were doing,” Travis says. “So, as we started building out our infrastructure we took a step back and approached the founders about buying the corporation from them.” That was more than 18 months ago. Now, Reese is CEO and part owner – along with a group of private investors – of one of the fastest spreading chains in the country. With headquarters in Oklahoma, he oversaw the opening of 50 stores in 2010 with the help of his franchising director, Matt Wills. “We have a full corporate staff, and we know how to open stores and know what it’s like to go through the franchise process,” Wills says. “We make sure all their questions are answered before moving forward to the next step.” From application to grand opening, the average Orange Leaf franchise process takes about five months. Its model of low overhead and high quality attracts all types of entrepreneurs. “We didn’t want to create a barrier,” Travis says. “If people have an entrepreneurial spirit and identify the benefits of this business, we want them to be able to execute and have a successful store.” Perhaps the biggest barrier for franchisee hopefuls is initial cost. While many companies assert a fee for submitting applications, Orange Leaf invites all applications sans fees. Wills conducts a thorough interview to vet the potential’s compatibility with the Orange Leaf family-friendly brand. If 174 food and drink • spring 2011 •

Table of Contents for the Digital Edition of Food and Drink - Spring 2011

Food and Drink - Spring 2011
Tableside Chat
Table of Contents
News a la Carte
Current Events
FAD Exclusive
A Ripening Field
History in the Making
New Wine Paradigm
Don Sebastiani & Sons/ The Other Guys
St. Julian Winery
Ste. Genevieve Winery
Herzog Wine Cellars
Meier’s Wine Cellar
Oak Ridge Winery
Producers: Keeping Trade Secrets
MaMa Rosa’s Pizza
Gel Spice Co. LLC
Vegetable Juices Inc.
Royal Caribbean Bakery/Caribbean Food Delights
Red Stripe Beer
Robertet Flavors
Annabelle Candy
Andrea Foods
Anchor Brewing
F&F Foods
Santa Sweets Inc.
Hillside Candy
Ricos Products
Sethness Greenleaf Inc.
Wunder-Bar: Automatic Bar Controls
Antigua Distillery
AMES International
Amato’s Bakery
Charlie’s Pride Meats
Citromax Group of Companies
Diamond Bakery
Grindmaster- Cecilware Corp.
Heartland Mill
Kirschenman Enterprises
Rakhra Mushroom Farm
FAME Food Management
Schneider Packaging Equipment Co. Inc.
Sea Harvest Corporation (Pty) Ltd.
Sparrer Sausage Co. Inc.
Jamaican Teas Ltd.
Westminster Cracker Co.
Distributors: Don’t Risk It
The Fricks Company
U.S. Foodservice – Milwaukee Division
Arizona Select Distribution
Fairway Packing Co.
Ingredient Innovations
J.J. Taylor Distributing Co. of Minnesota Inc.
Mastronardi Produce
Milne Fruit Products Inc.
Pellerito Foods
Albion Fisheries Ltd.
RPE Inc.
Retailers: Savoring the Moment
Roadtown Wholesale Trading Ltd.
Orange Leaf Frozen Yogurt
Quick Chek
Rocky Mountain Chocolate Factory
Sendik’s Fine Foods Inc.
Zaro’s Bakery
Balboa Brands
Restaurants: Toss Around Ideas
Sizzler USA
Dick’s Last Resort
Granite City Food & Brewery Ltd.
Liberty Entertainment Group
Roly Poly Franchise Systems
Santa Fe Cattle Co.
Winger’s USA Inc.
Bensi Restaurant Group Inc.
Leo’s Coney Island
Three Things

Food and Drink - Spring 2011