Think Pinkberry

You know a brand has made it when it pops up in movie and TV references. Take the LA-based frozen yogurt brand Pinkberry. Larry David riffs on it in HBO’s Curb Your Enthusiasm. More recently, it gets name-checked in the super-cool car thriller, Drive, as getaway driver Ryan Gosling — between high-speed chases and tough guy escapes — tells his neighbor’s eight-year-old son: “Let’s go get some Pinkberry.”

So Pinkberry has already arrived, in a cultural sense.

Now it’s arriving in Manila.

Menchu Tantoco-Lopez: “We know that Pinkberry’s distinctive taste and texture will never be duplicated.”

Thanks to Carmencita (“Menchu”) Tantoco-Lopez, EVP of Rustan Coffee Corporation, Pinkberry will join that other import brand that has already become an institution for Manila crowds (Starbucks, of course). Rustan Coffee Corp. plans to launch their flagship Pinkberry store in Greenbelt 5 (located beside Mr. Jones and Chateau) on Dec. 7 with other branches to follow.

You think the frozen yogurt trend has already hit Manila? That was only the beginning.

Pinkberry’s tale is another of those sweet success stories: the Korean-American brand was launched by Shelly Hwang and Young Lee in Los Angeles back in 2005, and now has 100 branches worldwide, including Moscow, London, Peru, Mexico City, Dubai and Canada. Soon after the first branch opened on Huntley Drive in West Hollywood, Pinkberry was attracting lines of people waiting 20 to 30 minutes to get their cups of the tart-yet-slightly-sweet fro-yo. Pinkberry came to be known as “the taste that launched a thousand parking tickets” by the press, and “Crackberry” by its fans.

Interestingly, the brand’s expansion has been handled by Howard Schultz’s Maveron venture fund group, which put in $27.5 million to take the brand global (according to socialTECH.com). It’s not hard to imagine it catching on like, well, Starbucks.

Another thing to expect: eye-popping design. Pinkberry branches across the globe have been known to hire the likes of Philippe Starck to make their stalls stand out; Pinkberry Manila will no doubt follow suit.

Known for its distinctive store design — like these branches in Washington, DC and New York City — Pinkberry will open its flagship store in Greenbelt 5 on Dec. 7.

We asked Menchu why she wanted to bring in Pinkberry now, with so much fro-yo competition out there: “We have a long history of bringing the best of the world to the Philippines,” she said. “Pinkberry is the most talked-about, best-tasting, premium frozen yogurt in the world.” It’s undoubtedly going to get tongues wagging and lines forming; after all, the Lopez family has already shown a knack for making their Starbucks outlets the most inviting destinations for those seeking a cool break from the heat and traffic. “Our entire team from Operations to Marketing is dedicated to provide excellent product and service in a clean and inspiring environment,” she says.

Since Pinkberry serves frozen yogurt, all-natural enthusiasts are going to wonder about its contents and health benefits, if any. Menchu had this to say: “Pinkberry is made with real, fresh nonfat milk and real, fresh nonfat yogurt. No water or high-fructose corn syrup is added to our yogurt.” Expect some probiotic perks as well: “Pinkberry yogurt is packed with live and active cultures that, according to researchers, have been linked to a variety of health benefits including support for a healthy immune system as well as joint health and flexibility.” In addition, she says: “We serve only the freshest fruit, cut daily in every store. Our fruit is never frozen, canned or sitting in syrupy goo that provides an added boost of vitamin, nutrients and fiber to enhance the nutritional value of each serving of Pinkberry.”

With Manila already in the midst of a frozen yogurt craze, one has to wonder: what makes Pinkberry so different?

“Pinkberry is the original tart and tangy frozen yogurt that is the perfect balance of tart and sweet, resulting in a light, refreshing and clean taste that is truly craveable,” Menchu notes. The brand has been the category leader for more than six years, so “it is the standard to which all followers are compared. We acknowledge that fair competition can help grow the category, but we know that Pinkberry’s distinctive taste and texture will never be duplicated.”

According to Menchu, Pinkberry has the winning formula: “It’s the combination of three elements that make Pinkberry a one-of-a-kind experience that makes you feel good: distinctive yogurt taste with fresh creative toppings; a contemporary, innovative and clean store design; and amazing customer service that surprises and delights you on every visit.”

Pinkberry serves only the freshest fruit, cut daily in every store. “Our fruit is never frozen, canned or sitting in syrupy goo that provides an added boost of vitamin, nutrients and fiber,” says Lopez.

Pinkberry was sold by Hwang and Lee to Maveron in 2007, so it’s interesting to learn how negotiations came about to bring the brand to Manila. According to the Maveron group: “Our founders created something really special when they opened the first Pinkberry in 2005. After two years of operating the business they decided they need the guidance of a professional management group… The company began to grow globally in 2009 when it opened its first store outside of the United States. We were fortunate to be introduced to the Lopez family and Rustan Group, who have long been operators of other premium brands. Our negotiations were productive and we look forward to a long relationship.”

And what about those eye-catching store designs? Pinkberry stores in the US are known for their high-profile Le Klint lighting and high-tech design. The outside signage is alluring (with that green logo), but it’s those beautifully lit, warm and modern interiors that really razzle-dazzle. What will make the Manila stores special?

Pinkberry stores are known for their Le Klint lighting and high-tech design.

Says Menchu: “We will feature the Le Klint lights, Noguchi tables by Herman Miller, the Nett chairs by designer Tom Haas and the Museum bench by Modernica.”

Also, she adds: “The store will be cladded with back-painted tempered glass, solid Corian countertops, pebble tech flooring, architectural recessed lighting, and stainless trim throughout.” Yup. It’s bound to look as tasty as those cups of frozen yogurt.