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Forever Yogurt readies for April 27 grand opening

Published: Thursday, April 18, 2013 5:30 a.m. CDT
Caption
Forever Yogurt will open April 27 in downtown St. Charles.

ST. CHARLES – If it weren’t for a visit to see his twin daughters at the University of Colorado, David Brown might not be on the verge of opening a self-serve frozen yogurt shop in downtown St. Charles.

The 55-year-old’s first exposure to the self-serve frozen yogurt concept happened on that trip, he said, recalling he entered the business confused.

“You were on your own,” he said.

But the concept won him over. Instead of watching and waiting for their dessert to be made, Brown said, customers had direct control to create the frozen treat they wanted, and they had various flavors to choose from. They paid by weight.

When an opportunity to own a franchise of Chicago-based Forever Yogurt presented itself, the family talked about it, thought it was a fun idea and justified it as financial diversification.

“We also thought it’d be a good addition to downtown St. Charles,” Brown said.

Initially, he said, no real estate options excited him. But when he learned the first floor below Szechwan Restaurant would be divided into three spaces, he knew that’s where he wanted Forever Yogurt to reside.

The corner location has good visibility, nice lighting and a lot of parking nearby, he said, adding the downtown location has more character than a strip mall.

Coincidentally, Brown’s shop is on the same block of his father’s former pharmacy, which was in the space now occupied by ZaZa’s Italian Steakhouse, he said.

While his father dispensed medicine to make people well, Brown said he’ll be dispensing frozen yogurt to make people smile. Forever Yogurt will offer 16 flavors daily – it has as many as 70 – as well as 50-plus toppings, he said, adding there are “endless opportunities to be creative.”

A grand opening is set for 4 p.m. April 27. The first 50 people in line will receive a year of free frozen yogurt – one cup of up to $5 each week for 52 weeks – and the second 50 in line will get free frozen yogurt that day, Brown said.

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