I really like Pinkberry. I make sure I have it every time I go out to Westwood. Its refreshing and one of the only guilt free dessert options out there these days.  On top of that, you get to be hip in this trendy environment, wait in line and tell people that you've been to Pinkberry.  I can't believe I've been sucked into this.

It makes you wonder how this whole phenomena got started. Why would people be willing to wait in line and get parking tickets for a cup of overpriced frozen yogurt?  And, why do we keep going back? Not sure, but  you've got to give some credit to Pinkberry's founders are pretty savy. Just go to the website, how can you not want to go there? Love the theme song LOL.

Pinkberry is a total fad.  Entry barriers are low. Competition will be ridiculous very soon (if it isn't already). 

" There is Kiwiberri, and Fiore, in the Japanese Village Plaza downtown. Seeking the entrance to a parking structure in Westwood recently, I was momentarily stymied by a tiny shop called Snowberry, which was selling, well, you know.

In November, a shop called Berri Good opened in Fairfax, with kosher certification and a chartreuse-and-pink logo that is barely distinguishable from Pinkberry’s."

Source: New York Times, Dining & Wine Section

There just isn't much to distinguish one cup of frozen yogurt from one elsewhere. At least gelato has some artisanal flair to it (Though I haven't had good gelato in LA.). Smoothie joints (Jamba Juice) have recipes and ingredients associated with them that ultimately determine the quality of the product.

The founder's know this, so they've got to act quick to capitalize on their momentum and hoopla. How quick? How about 30 new locations in LA? 15 new stores in the NY area?  I can't wait to see the IPO. I suspect it will look something like this ^ - with the founders laughing their way to the bank.

What can we learn from this?
Do something novel and do it with flair and do it fast.

Seems so easy doesn't it?