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| - Well, stopped by Seven Sisters for the first time in a long while because I was craving their yogurt. The place is closed, gone.
What a shame. This was a real hidden treasure, the best frozen yogurt in the Valley by leaps & bounds. None of the well-known yogurt stalwarts in Phoenix Metro could hold a candle to the premium quality and fantastic taste of Seven Sisters frozen yogurt. They had even gotten Best in Phoenix prizes from publications, etc. Yet Seven Sisters seems to have gone bust during the downturn, while others have remained. Why?
Assuming the cause wasn't due to some internal issue, here are my thoughts:
1. The number one mistake was not marketing themselves as a Frozen Yogurt place. Seven Sisters presented itself as a chocolate & confectionary place, which happened to have some frozen yogurt in the back. It should've been the other way around.
Frozen yogurt is highly marketable, while confectionary candies & chocolate....not so much. These guys had an amazing product, but they didn't put it out in the forefront of their strategy & branding. When's the last time a friend turned to you and said, "hey, let's go buy some fancy chocolates?". No? Yeah, I thought so. But there have been thousands of times when friends tell me, "wow, let's go have some frozen yogurt", or "hey, I want some ice cream or something." When you search for Valley yogurt places, you see all the places that compete squarely on that turf - Golden Spoon, BerryGood, YogurtLand, etc. The Froyo at Seven Sisters completely destroys all of these competitors, yet it was always hard to find if you were doing a quick search for a yogurt shop. It wasn't frequently mentioned because Seven Sisters never really threw its hat into the Yogurt ring, despite having the best product.
Yogurt should've always been the marketable core of this business. The key is that so many yogurt places are identical, literally. I don't know if they use the same supplier and just re-brand themselves. Yogurtland, Yogurlicious, Yogurtology - exact same thing. Overly sweet, too. No subtlety. No tang.
Even the title, "Seven Sisters Sweet Shop" says, "we sell candy". You could've been walking by, dying for a yogurt fix and not have known that you just needed to step inside. Hell, look right here on Yelp....see the category? It says "candy stores". No mention of Frozen Yogurt, while lesser yogurt places are highly visible.
2. Their location was a little out of the way, north of the 101, not easily accessible to crowds or non-locals. It's the old mantra: location, location, location. If a properly branded & marketed Seven Sisters would have opened somewhere closer to downtown Scottsdale, or some other hip place like Kierland, with high visibility, the fantastic product would've reached the masses.
3. It was a little pricey. Personally, I don't mind paying for top quality, but until you've reached fame and critical mass, you can't have huge profit margins.
Alas, no other frozen yogurt can touch Seven Sisters, so now I'm left with lukewarm subsitutes. Too bad it went the way of the dodo. Farewell....
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