Yo Mama's concept has derived from the Yogurt Bars and Ice Cream Parlors dotted around San Diego and San Francisco in the USA and emphasizes on the simplicity of the brand product itself with a limited range of colors that are eye-catching, complimentary and interesting to reflect the bright flavors and colors of the parlors and ice cream, even though they sell yogurt. The reason they do this is perhaps to lure customers in from it's poppy bright colors and to realize it's not ice cream and persuade them to try it as they emphasize the health factor of "0.25% fat" for the healthy consumers nowadays. Their corporate colors include baby blue (turquoise), baby pink, baby green and white and are reflected on the cow image the put forward for company brand-name emphasis as it is easy to remember as the brand name is short, catchy, utilizes simple and complimentary colors and a simple yet cute imagery. All of the above helps the corporate image stick in the consumer's head.
Secondly, obtained from the interview; according to the store manager, the company's target market is everyone and puts emphasis on a comfortable and happy environment as she expressed that even some elderly citizens in Hong Kong visit the store as a healthy alternative to the usual ice cream treat as frozen yogurt is more natural and contains less fats. Even though they use very child-hood reflecting imagery with the colors, the company wants to be a place where everyone can relax and a place of simplicity, hence what will be reported next: Flavors.
Unlike it's competitors such as Berrygood, Pinkberry and Yogurtime, they only use 2 flavors (Original-Tart like taste and Green Tea) and try to create more toppings as the owner (Ms.Suen) reflects that there are too many flavors in normal ice cream and yogurt shops and not enough toppings to choose from and to differentiate Yo Mama from the rest, she keeps the flavors relatively limited and widens the variety of toppings so that the consumer can further "customize" the fro-yo to their tastes. They do occasionally sell a 3rd flavor, but thats reserved for special dates and occasions such as Christmas and Valentines Day perhaps as an act to attract customers to try the new flavor. All in all, Yo Mama likes to keep things quite simple but unique in choice to help customers customize the yogurt they're eating to their own tastes. Also, they import their yogurt from Italy
Finally a quote from the store manager herself (Ms.Lai): "Yogurt= Everyone Loves. Its healthy and Pure!"
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