A new Australian frozen yogurt shop, Yo-Chi, has generated significant queues in London's Notting Hill neighborhood since its opening on August 20. Customers, primarily teenagers and young women, have been observed waiting for hours to enter the store, a phenomenon attributed by some to its visibility on platforms like TikTok and Instagram.
The surge in popularity coincides with a prolonged heatwave, which has boosted sales for frozen desserts. Sales of kefir have increased by 27% and frozen yogurt by 26% compared to the previous year.
Inside Yo-Chi, customers serve themselves from dispensers offering various yogurt flavors before proceeding to a toppings station. Offerings include fruit pearls, brownies, Biscoff sauce, and a Nutella fountain. The yogurt is priced by weight at £2.70 per 100g, with a fully loaded bowl potentially costing around £20. The shop also features seating on its first floor, a DJ in the evenings, and a designated area for social media photos.
Rachel Johnson, writing for YOU Magazine, sampled the frozen yogurt and sampled various flavors, ranking them from least to most preferred as matcha, açai, strawberries and cream, cookies and cream, cinnamon banana, coconut, plain, and mango. She noted that while the base yogurt is made from Australian cow's milk and can be a source of probiotics and calcium, the healthiness of the final product depends heavily on the chosen toppings.
Yo-Chi has stated that its açai berries are sustainably sourced and fresh fruit is prepared daily. The company acknowledges that the dessert can be made "healthy-ish" if topped with fruit and nuts, but this is contingent on customer choices.
Despite some complaints from other retailers about the queues, Yo-Chi has become a popular spot, with some customers traveling from outside London to experience it. The shop is located at 81–85 Notting Hill Gate, London W11.