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Pinkberry: What's the Big Deal?

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With news of more locations poised to serve, it's about damn time we did a little investigative journalism.

: Come on, now, really? Isn't it just frozen yogurt? What's the big deal?

Pinkberry is the little yogurt shop that could--and has--bloomed into a behemoth of local franchises, and with all the hype, they seem set to convert you to be one of their kind.

Every trend loves its skeptics, and we count ourselves among the unsure. We began to notice that the murmurs about this West Hollywood hot spot with cold treats getting louder last year. Then we heard tales of people waiting in line--yes, waiting in line!--sometimes over an hour, just for a cup of one of their two flavor offerings--yes, a mere two--of plain vanilla or green tea. "This is absurd!" we scoffed. How could frozen yogurt tame impatient taste-seekers to queue up like Cold War Russians? Was it just a scene where it's good to be seen, or had the Pinkberry geniuses crafted some sort of miracle tonic in the form of a swirly-top iced dessert product?

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Over the next few months, "Coming Soon: Pinkberry!" signs cropped up all over town. One such sign eclipsed the sign above the door to our favorite local Boba Bar in Studio City. Pinkberry was coming to take a bite of the Valley. Like, OhMyGod, Okay? We waited until the opening buzz died down, and then approached with caution.