Frozen Yogurt Frenzy: Viral Shop Sparks Long Lines on Upper East Side

Downtown line culture has officially arrived on the Upper East Side, with a viral frozen yogurt shop drawing block-long queues and surprising local residents. Mimi's, an Australian froyo chain, opened its first uptown location last Thursday and has since seen crowds of people, including young adults and families, waiting for up to an hour for a swirl.

The shop, located on Lexington Avenue and East 72nd Street, has extended its lines to the corner of East 71st Street, with employees managing the queues with ropes. This influx of people has created a stark contrast to the neighborhood's usual atmosphere, characterized by doormen, co-ops, and luxury boutiques. Overflowing trash cans and blocked pathways have become common sights.

Mimi's, founded by 26-year-old Sydney native Amber Linz, is already known for causing lengthy waits at its Soho location. The brand's popularity has now translated to its new uptown spot, with neighboring businesses reporting that the crowds frequently impede their entrances.

Doormen in the area have been fielding questions from curious residents and passersby about the sudden surge of people. One doorman at 150 E. 72nd St. noted that residents were asking, "What's going on?"

The busiest periods for Mimi's have been after school and dinner. Students have even requested earlier opening hours to fit a visit into their lunch breaks, a request the shop accommodated. Linz mentioned that the uptown clientele differs from the downtown crowd, describing the new location as a "real locals market" where "people come here; they live here."

Linz, who moved to New York two years ago, started Mimi's as a passion project. Initially planned as a six-month pop-up, the shop's unexpected success has transformed it into a viral phenomenon. Her business philosophy centers on "simple flavors done exceptionally, and you go crazy with the toppings."

The Upper East Side is experiencing a broader trend of increasing demand for frozen desserts. Nearby, the Greek frozen yogurt chain Myka is preparing to open on East 80th Street. This area already boasts several other popular dessert spots, including Pinkberry, 16 Handles, and Anita Gelato, situated within close proximity on Second Avenue.

Mimi's marketing director, Sam Rosenzweig, stated that the shop chose the Upper East Side because customers who lived in the area had been traveling downtown multiple times a week. He expressed gratitude for the "incredibly warm welcome" and excitement about becoming part of the community.

Amidst the crowds and queues, some residents have noted a silver lining: the Mimi's location was previously expected to become a cannabis shop. The presence of a popular froyo shop, despite the disruption, is seen by some as a preferable outcome.