On hot summer days, some people are waiting in line for over 30 minutes to pay upward of $10 a cup for frozen yogurt.That may sound like a sentence that was written in 2010, but this is a 2026 phenomenon. Frozen yogurt is once again having a moment. Upscale concepts like Mimi’s (which sells Australian-style frozen yogurt) and Go Greek are going viral for generating lines around-the-clock in New York City this summer. Some are even opting to get froyo for breakfast to avoid the crowds.
The resurgence of frozen yogurt shops has been attributed to a confluence of trends. Some of it has to do with Gen Z’s affinity for viral experiential shops, combined with an interest in the wellness benefits associated with yogurt, such as gut health and high protein.
While much of the current buzz surrounds flashy new entrants and pop-up activations, like Mimi’s and Go Greek, established players like 16 Handles say they are also experiencing quiet growth. By leveraging a long-standing operational foundation and a franchise model, the company says its stores are experiencing double-digit growth that can be sustained beyond the current froyo hype. But that hasn’t stopped other brands from hopping on the frozen yogurt bandwagon to promote their own products in an approachable, better-for-you format.
