The Expansion Plan Man
Entrepreneur US|Startups - Summer 2023
Yogurtland's founder doesn't just open new units. He opens new food concepts, too. Here, Phillip Chang explains how to grow by expanding your mission
MADELINE GARFINKLE
The Expansion Plan Man

How can a brand expand?

Phillip Chang has wrestled with this question many times-like in 2004, when his bubble tea franchise, Boba Loca, hit a wall. "I couldn't solve the problem by just adding another drink," he says. "I wanted something more, something bigger." So he created Yogurtland, a self- serve frozen yogurt brand that sparked an international craze (and many copycats).

Seventeen years later, Yogurtland is still going strong-no small feat in the ever-changing food world. And Chang is ready to expand again. Over the past two years, he's introduced two new concepts within the Yogurtland brand: Holsom by Yogurtland-a fast-casual, healthy meal joint-and Egg N Bird, which specializes Southern-meets-Asianin inspired food, like its signature namesake sandwich. Here, Chang discusses the art of innovation, diversification, and gaining a competitive edge.

You approach expansion very carefully. Tell me about that.

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