Attorney brothers open frozen-yogurt business with nurse sister

FAYETTEVILLE — Add together two lawyers and a nurse and what you get might surprise you. Rather than the punch line of a bad joke, the result is Yogurt Gone Wild, Inc., a self-serve frozen-yogurt shop owned by brothers and attorneys Derek and Michael Underwood, along with their nurse sister Nicole Taylor Underwood.

Yogurt Gone Wild, located at 511 E. Genesee St. in Fayetteville, opened May 31 and fulfills a long-time dream the siblings had to start a business together, says Derek Underwood. “All of us have wanted to have an ice cream parlor or ice cream stand for quite a while,” he says. They even considered opening a custard shop similar to Abbott’s Frozen Custard in Rochester.

However, it was the self-serve frozen-yogurt trend — still fairly new to the Central New York market with shops like Hoopla Froyo — that ultimately caught and kept their attention, he says.

The business model is appealing for several reasons, Underwood says. First, it’s still a growing trend in the area with increasing interest. Second, the self-serve format generally produces higher profits than an ice cream stand where staff doles out set portion sizes, he says. At a self-serve location, customers fill the ice cream cup on their own plus have the opportunity to add a variety of toppings before paying, by the ounce, for their creation.

With their decision made, the siblings then needed to determine what would set their shop apart from others with the same self-serve concept, Derek Underwood says. They did that by selecting what they feel are the healthiest fat-free and low-fat frozen yogurts and sorbets that are not only certified for live yogurt cultures, but are also kosher. 

Another way Yogurt Gone Wild (www.yogurtgonewild.com) stands apart from competitors is by its use of environmentally friendly products such as biodegradable sample cups, paper ice cream cups instead of Styrofoam, and the use of recycled and unbleached paper products. Customer loyalty cards, which entitle the bearer to a free treat after so many purchases, are printed on both sides to reduce waste. Underwood says the siblings even worked with their vendors to minimize the amount of packaging required for the products they purchase.

Customers have noticed the efforts, he says, and Yogurt Gone Wild has received numerous positive comments, particularly on the biodegradable sample cups and elimination of Styrofoam.

One other factor that sets Yogurt Gone Wild apart is the actual shop, Underwood says. Many similar businesses seem to be located in long, narrow spaces without a lot of windows. “We were looking for space that was not like that, something that had more windows,” he says.

The siblings found what they were looking for in about 2,200 square feet of space in the Fayetteville Square Shopping Plaza. The location offers windows on two walls and even room for some outdoor seating, Underwood says. They rounded out the inviting feel with comfortable furniture that Underwood says he hopes will entice customers to stay a while and keep coming back.

The Underwood siblings are currently promoting the yogurt shop on their website, on Facebook, and on Yelp and Google+.  Underwood says the owners are reaching out to area sports teams and clubs to put together programs to offer. They are also planning to hold a grand-opening event in the near future.

Underwood declined to share start-up costs or revenue projections for the shop, which currently employs 10 people in a mix of full- and part-time positions, but did say their hope is that the shop is successful enough to build a franchise brand.

“We are actively looking for another location,” Underwood says. The siblings have their sights set on Madison County, and ultimately hope to franchise the business across New York state and beyond.         

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