BY CATHY BONNSTETTER
For The State Journal
MORGANTOWN — From island banana to cake batter, locals here can cool off on a hot afternoon by designing their own guilt free, frozen yogurt treats. Three different frozen yogurt businesses have popped up since November.
But is it too much of a good thing?
West Virginia University marketing professor Mike Walsh says that the city may be saturated with frozen yogurt.
"In the Pittsburgh Yellow Pages, there are 24 frozen yogurt shops, and that's about one shop for every 168,000 people," Walsh said. "Here, based on population, it's about one shop for about every 37,000 people."
However, Walsh says the nature of the business may mean there could be room for even more.
"It's not like people will travel 45 minutes for a frozen yogurt," he said. "These establishments draw from their immediate surroundings."
Both Naticakes, a gourmet cupcake and self-serve yogurt shop, and Sweet Frog Premium Frozen Yogurt serve a little food for the soul with their treats.
Naticakes owner Nicole Sloane donates 10 percent of the enterprise's profits to the Natalie Wynn Carter Foundation, a philanthropy dedicated to helping children. The foundation is named for Sloane's niece, who passed away at 3.
The franchise's mission is to "make life a little sweeter" for customers and children, whether it's in the shop, the community or around the world.
"People keep coming back because they love our products," Sloane said. "It doesn't hurt that we have a fabulous reason to actually be there."
Sweet Frog, which is located in the University Town Centre, was founded on Christian principles. Actually, the Frog part of the name is an acronym; it stands for Fully Rely On God.
The Richmond, Va.-based franchise was started by Derek Cha with his wife, Annah Kim, in 2009 with hope that the business could bring people hope during a suffering economy, according to the Sweet Frog website.
These missions can make a marketing difference.
"This is one way for businesses to differentiate themselves,'" Walsh said. "A certain percentage of people will make a decision based on what a company stands for or what their philanthropic mission is."
Naticakes, named for Sloane's niece, opened in the Suncrest Towne Centre in November.
"It's been fantastic," Sloane said. "Morgantown has really embraced us."
Yogurt flavors at Naticakes, including soy-based yogurts, change daily. Sloane says the yogurt is 98 percent fat free and contains probiotics.
Sweet Frog offers a multitude of all natural flavors — from toffee mocha to non-dairy Jolly Rancher fruit punch — and toppings.
The newest yogurt shop, Chill Berry, recently opened on High Street in downtown. Local businessman and owner, Raj Sundaram, says the downtown location may be what makes his shop a success.
"Downtown is a prime destination for a lot of people," he said. "It has its own traffic and its own crowd."
Sundaram, who also owns the Chaang Thai restaurant on High Street, said Morgantown is big enough to support three shops. Unlike Sweet Frog and Naticakes, Chill Berry is not part of a franchise.
However, soft serve frozen yogurt has taken the franchise world by storm.
"These shops have a lot of appeal because, relatively speaking, they don't require a lot of capital expense," Walsh said. "Frozen yogurt is the hot and happening concept these days."
While everyone here enjoys the spoils of a self-serve yogurt competition, Walsh says one thing will determine the fate of the shops.
"As the market matures, some may not last," he said. "At this point superior marketing is what they will depend upon. The best thing to do today is get people to talk about your brand. They all could be successful. Only time will tell."
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