An Australian frozen yogurt chain, Yo-Chi, has generated considerable attention and debate following the opening of its first United Kingdom outlet in London's Notting Hill. Videos circulating on TikTok show hundreds of people queuing for up to three hours for the self-serve dessert.
The chain, founded in 2012 by Australian billionaire Manny Stul, opened its doors last week after receiving substantial interest from the UK market online. Initial reports indicated that queues began forming as early as 6:30 a.m. on opening day, with some extending for over a mile and reaching High Street Kensington. The lines reportedly remained long nearly a week after the launch.
Yo-Chi operates on a self-serve model where customers select a base frozen yogurt flavor and then add their own toppings, which include dried fruit, nuts, spreads, cakes, cookies, fruit pearls, berry compotes, and mochi. Prices start at £2.70 per 100 grams, but the customizable nature of the dessert has led to some customers paying between £10 and £15.50 for a single portion.
Online Reactions and Criticisms
The lengthy queues and perceived high prices have sparked a vigorous discussion online. Some social media users have expressed disbelief, questioning the value of waiting hours for frozen yogurt. One TikTok creator, @adrian_and_haydon, noted the significant price point, while others called the pricing an "absolute rip-off," especially in the context of a cost of living crisis. Many questioned the allure of a product that is essentially frozen yogurt with toppings, with some noting that similar offerings are available elsewhere.
Conversely, some TikTok users defended the brand, suggesting that those unfamiliar with Yo-Chi, particularly those who haven't experienced it in Australia, may not understand the appeal. One user, Lucy Sedgwick, described Yo-Chi as Australia's "single greatest export" and suggested its taste justifies the cost.
Other commentators speculated that the phenomenon could be attributed to a "fear of missing out" (FOMO) and the desire for social media content, drawing parallels to other trending items like Labubus and Stanley Cups. Some suggested that the queuing behavior might be driven by the social currency associated with participating in popular trends. However, others dismissed the debate, suggesting that there are more significant issues to focus on.
Brand History
Yo-Chi was originally founded by Manny Stul and Paul Solomon. It was later acquired by George Calombaris's MAdE Establishment Group in 2018. Following the administration of that group in 2020, Yo-Chi was sold to Oliver and Riley Allis, sons of Boost Juice founder Janine Allis.