SweetFrog: Redefining the Frozen Yogurt Experience

SweetFrog is a self-serve frozen yogurt franchise that lets customers take control of their dessert creations. Established in 2009 by Derek Cha in Richmond, Virginia, the brand quickly gained momentum and began franchising not long after opening its doors. Its rapid growth has led to a strong presence both across the United States and in select international markets.

Headquartered in Richmond, SweetFrog offers a wide range of high-quality frozen yogurt flavors. Customers can mix and match from a diverse lineup of toppings, including fresh fruits, crunchy nuts, and colorful candies, ensuring every visit feels fresh and unique.

The self-serve format is central to SweetFrog’s identity, giving guests the freedom to build their dessert just the way they like it. This interactive model, paired with the brand’s colorful, family-friendly store atmosphere and cheerful mascots, creates a fun and welcoming environment for visitors of all ages.

Training

sweetFrog provides a comprehensive training framework to prepare franchisees and their staff for effective business operations. The training programs include the following:

1. New Owner Training
   This is a foundational 40-hour program that may be conducted online or in person at the franchisor’s education center in Scottsdale, Arizona, or another designated location. It is designed to teach new franchisees the fundamentals of operating a sweetFrog business.
2. In-Store Training
   Approximately 24 hours in duration, this hands-on training takes place at a designated training store and focuses on daily operational skills. Both the New Owner Training and In-Store Training must be completed by at least one owner and one other management-level trainee.
3. Opening Week Assistance
   sweetFrog provides a representative for up to five days during the grand opening week to help the franchisee and manager with operations and marketing, ensuring a smooth launch.
4. Ongoing and Refresher Training
   Franchisees and their managers may be required to attend additional training or refresher programs, particularly if operations are not meeting system standards. These sessions are mandatory and may include annual conferences covering marketing, new products, and operations.
5. Employee Training
   While sweetFrog does not directly manage staff training, it emphasizes the importance of properly training employees in restaurant procedures. Franchisees are solely responsible for this aspect, ensuring that public-facing staff can communicate effectively and uphold brand standards.

Territory Protection

sweetFrog does not grant exclusive territory to franchisees operating traditional store locations. Franchisees may face competition from other franchisees, company-owned stores, or affiliated brands in the same area.

For mobile units ("Vehicles"), sweetFrog offers partial exclusivity within an "Authorized Territory." However, this protection does not prevent the franchisor from operating or authorizing other business formats in the same area.