Frozen Yogurt Makes a Big Comeback

On hot summer days, people are waiting in line for over 30 minutes to pay upward of $10 for frozen yogurt. While that sounds like a statistic from 2010, it is actually a 2026 phenomenon. Frozen yogurt is once again having a moment. Upscale concepts like Mimi’s and Go Greek are going viral for generating lines around-the-clock in New York City this summer. Some customers are even opting to get froyo for breakfast to avoid the crowds.

The resurgence of frozen yogurt shops has been attributed to a mix of trends. Gen Z’s affinity for viral experiential shops plays a role, combined with an interest in the wellness benefits associated with yogurt, such as gut health and high protein. This isn’t the first time the treat has surged in popularity, but the current wave is distinct from the fads of the past.

A Focus on Ingredients

Los Angeles-based frozen yogurt shop Go Greek is experiencing a new surge of growth. This year, the company opened locations in Dubai, New York City and London, with more planned for the coming months. Julien Borbon, the company’s director of strategy and growth, said the demand feels different from the early 2000s craze.

“For us, it isn’t another buzzword,” Borbon said regarding the health focus. “People care so much more about gut health and clean ingredients, and what they’re putting in their bodies.”

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The brand uses a low-sugar, Greek yogurt base. Borbon noted that this wave involves customers looking for something that fits into their everyday routine rather than just a sugary splurge. “They’re coming in multiple times a week,” he said.

In July, Go Greek opened its first U.K. location in London. “People were wrapped around the block for over an hour,” Borbon added. The company is on track to have 50-plus global locations by the end of the first quarter of 2027. To ride this wave, the brand leans into Mediterranean flavor profiles, offering mix-ins and toppings like Greek honey, figs and olive oil.

This shift toward functional ingredients changes how these shops operate financially. Instead of being a destination for an occasional indulgence, they become daily stops for health-conscious consumers, creating a revenue stream that is more predictable and less reliant on seasonal weather trends compared to traditional ice cream parlors.

Enduring Players

While much of the buzz surrounds flashy new entrants, established players like 16 Handles are also experiencing quiet growth. Founded in 2008, the New York City-based chain has signed 25 new franchise agreements in the first half of 2026, surpassing the total signed in 2025. Neil Hershman, CEO of 16 Handles, originally came on as a franchisee in 2019 before becoming CEO in 2022.

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“To me, frozen yogurt has always been cool, especially in cities like New York,” Hershman said. He suspects the renaissance is a reaction to indulgent concepts like sugary cookies and pastries that have dominated social media recently. “People were waiting in line for high-calorie cookies, but some want a healthier dessert they can have more often,” he said.

16 Handles is known for its full-service dessert shops and 16 rotating soft-serve flavors. Hershman said a focus on improving operational efficiencies and unit economics has been key to expanding. The company has also invested in marketing and unique limited-edition releases. This year, they released a limited-edition kefir probiotic soft serve and even a french fry flavor made with real Idaho potatoes.

“We’ve seen same-store sales increase up to 30% from the time I acquired the brand to today,” Hershman said. Some locations have doubled their revenue, with certain New York stores seeing about 40% year-over-year growth.

Operational Challenges

The supply chain presents difficulties. “Running a commercial frozen yogurt operation takes a specific type of pasteurization process,” Hershman noted. 16 Handles sources its product from a Midwest giant creamery partner.

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Hershman acknowledged that while viral newcomers grab attention, 16 Handles remains relatively under the radar despite its longevity. “We’re rarely mentioned because, in some sense, we’re sort of the McDonald’s of frozen yogurt and everybody already knows us,” he said.

The company has avoided tying its marketing too tightly to specific health trends, after finding high-protein formats difficult to manage during pasteurization. Instead, the long-term success is predicated on offering diverse dessert options. Shops also serve smoothies, milkshakes and açaí bowls.

Location selection has also aided 16 Handles’ longevity. While urban hubs get attention, the company targets a broader demographic. “Our franchisees are working with local club soccer teams and PTAs and whatever to get people in for the first time,” Hershman said. This strategy has driven some new stores to achieve $2 million in sales their first year, which he noted was unheard of in the industry.

All locations are designed with at least 25 seats to welcome customers who want to stay. Hershman believes the hype around some newcomers will fade. “There will be brands that have staying power and ones that are going in for the hype,” he said. “The hype around some of the newcomers is fine; I just don’t think many will be here in three years.”