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With more than 70 points of sale in Italy, the frozen yogurt brand La Yogurteria, launched in 2002 by Alberto Langella e Gianluigi Tortora, now intends to conquer the French market. Focus on the ambitions of the multi-brand group Penta, headed by Alberto Langella.
If the trend is for frozen yogurt in France, it is also in Italy with, among others, the La Yogurteria brand which promotes this refreshing dessert, accompanied by multiple toppings. So, having emerged in 2002 and meshed the whole boot since its franchise opening in 2007 ; Now established in Rome, Turin, Udine, Modena and also in Naples, Milan and Sorrento (in town centers and shopping centres), the latter now intends to open up to the French market.
“Our concept promotes lactose-free frozen yogurt, from local dairies, but also hot products such as pancakes, bubble waffle (puffy waffle), or pancakes. We also offer yogurt cheesecake and bubble tea, including yogurt bubble tea, to give the customer plenty of choice. And this, at any time of the day, around a average ticket around 6 or 7 euros maximum, in points of sale with an area of at least 50 square meters. We also have a few seats and also do take-out”, explains the representative of the sign and leader of the Penta group, from Italy, Albert Langella.
Building on its success and very affinity with 13-28 year olds (its core target), the brand now wishes to expand abroad. With, as the first country of export of the concept, France; Alberto Langella considering this market “similar to the Italian market in all respects, both economically and culturally speaking, especially with regard to the appetite for gastronomy”, inspires confidence in him. And having, among other things, “visited Franchise Expo Paris three times in the past”.
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From the Colosseum to the French coast
As a result, the Yogurteria aims to open, by the end of 2023, if not in 2024, its first yogurt counters in the south of France. By targeting as a priority, once more in the words of Alberto Langella, “of the tourist and coastal areas with high traffic, where in Italy we are obviously already very active in the summer, but also in Bordeaux where we already have contacts with potential franchisees. And in Paris. On the other hand, given the density of the city, we will have to study the territory well with our first partners”.
With the main pillar of development being the quest for a master-franchisee to whom precisely to transmit the codes of the concept, before opening through him or her, its first franchises. Moreover, the Yogurteria should only set up in very dynamic catchment areas to test the reception of the concept and collect, therefore, the first impressions of customers.
“We might also open our first franchises in shopping centres, since the concept is well received there in Italy. The objective is above all to open in leisure areas, near one or more cinemas. To ensure a service until 10 p.m., for example”, continues the entrepreneur. “And considering that in Italy, the network inaugurates regarding fifteen new addresses per year, we would like to open 5 per year in France to identify one fifteen points of sale by 2026”.
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Soon two store concepts
Eventually, if the feedback is positive, Alberto Langella might develop the same strategy as in his home market; offer its partners (multi-franchisees or simply franchisees) a modular turnkey concept. Already to open in different typologies of places; in the city center and/or in a shopping center, but also, possibly, under a second concept. But which for now has just emerged in Italy.
If the brand is already present in La Botte with premises offering two counters in one (one for yogurts, the other for bubble tea), which are basic formats, non-negotiable, it might also , eventually, import its ‘last born in the group’ format, ‘The Art Caffè Yogurt shop’. “A point of sale centered on the codes of the traditional Italian cafeteria, but around a larger area, on 100 square meters minimum, with seats and around a greater investment”, confides the latter.
“But that will probably be for later because for the moment, we prefer to concentrate our efforts on the point of sale offering yoghurt and bubble tea, which will not be flexible”.
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80,000 euros investment to open a Yogurteria
For its future franchisees, La Yogurteria has set its entrance fees at 20,000 eurospour a total investment of around 80,000 euros and around 5% royalties. The La Yogurteria Art Caffè’ concept would cost around 110,000 euros, if, however, it were to be duplicated in France.
In addition, adds the franchisor, with whom it will be necessary to commit to a 5-year contract, “franchisees must have 10,000 additional euros for the initial stockwho will also be placed with the master-franchisee at the start, in order to be able to start the activity”. And with this signature, the promise to achieve “a net annual turnover of 60,000 to 80,000 euros, making the activity profitable following only two years of operation”.
Finally, adds Alberto Langella, “for each new opening in France, new franchisees will be offered a surprise gift!”. It now remains for this franchise to find local and tricolor dairy cooperatives to supply future franchisees on the French market with raw material.