Even though I'm a Pinkberry convert, I can't help but be sad that Tasti D-Lite has re-branded. It started innocently enough with the updated logo in early 2008, but one by one, the Tasti D franchises are now receiving a totally new look, including a new name: TLC.
The Tasti D in Chelsea on 8th avenue just switched over and was offering free "frozen dessert" to passerbys. Admittedly, it seems like a lot of people have been taking advantage of the staggered "openings" across the city by stopping in for a free cup.
Very few have picked up on the thinly veiled re-launch and even Tasti D hasn't issued a release. The Tasti D-Lite website is still alive and kicking with no hint of the recent re-naming initiative other than a January 2008 press release announcing James Amos's acquisition of Tasti D for $21MM and "a compelling strategic vision for the future." According to the Wall Street Journal, Amos's plan is to extend the Tasti D franchise to four more states and at least three other countries.
Started in NYC in 1987, Tasti D has weathered bigger storms than the rebirth of "fro yo." Take, for example, the controversial 2002 study that found Tasti D had been underreporting its calorie content. Sure, I can't deny that the competitive landscape has heated up, with frozen yogurt and fresh fruit chains opening up on every block, but Tasti D's name had to have been its greatest asset.
Although its popularity has faded over time, Tasti D has been a staple of the city ever since I was young. In short, I feel an unexpected sense of nostalgia.
The Tasti D in Chelsea on 8th avenue just switched over and was offering free "frozen dessert" to passerbys. Admittedly, it seems like a lot of people have been taking advantage of the staggered "openings" across the city by stopping in for a free cup.
Very few have picked up on the thinly veiled re-launch and even Tasti D hasn't issued a release. The Tasti D-Lite website is still alive and kicking with no hint of the recent re-naming initiative other than a January 2008 press release announcing James Amos's acquisition of Tasti D for $21MM and "a compelling strategic vision for the future." According to the Wall Street Journal, Amos's plan is to extend the Tasti D franchise to four more states and at least three other countries.
Started in NYC in 1987, Tasti D has weathered bigger storms than the rebirth of "fro yo." Take, for example, the controversial 2002 study that found Tasti D had been underreporting its calorie content. Sure, I can't deny that the competitive landscape has heated up, with frozen yogurt and fresh fruit chains opening up on every block, but Tasti D's name had to have been its greatest asset.
Although its popularity has faded over time, Tasti D has been a staple of the city ever since I was young. In short, I feel an unexpected sense of nostalgia.
1 comment:
Allow me to provide some additional information. The TLC stores are no longer licensed Tasti D-Lite stores. Tasti D-Lite mutually agreed with the owners of these stores to terminate the Tasti D-Lite license agreements. These stores are owned and operated by independent third parties, separate and apart from Tasti D-Lite. The Tasti D-Lite product is not and will no longer be offered at these locations.
We are excited about the future expansion plans for Tasti D-Lite in New York City; especially all of the refreshed locations and our two new flagship Centers located at 60th & Broadway and at the Empire State Building. See this page for more info: http://www.tastidlite.com/index.php/Home/New.html
In addition, Tasti D-Lite Centers are now being offered worldwide under our new and exciting business format franchise model. Rest assured, we will continue to expand throughout New York City and across the globe to bring a celebration of life and health to a community near you.
Join our Facebook "Fan" page to receive updates http://www.facebook.com/pages/Tasti-D-Lite/28494657952, or follow us on Twitter. http://twitter.com/tastidlite
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