Parsippany has a new player in the growing self-serve frozen yogurt market: Let's Yo, which can be found at 804 Route 46, right next door to the Shop Rite supermarket.
Let's Yo is a bright and colorful place. Green covers the walls, the signs and the iPads at each table. According to owners Russell Rothstein and Marcello Petruzzella, who also own the Paramus franchise, the look of the store, coupled with the sound and the experience, is meant to evoke excitement.
The entrance is adorned with velvet rope, and customers are directed to a row of yogurt machines. They can then garnish their yogurt with more than 30 toppings, weigh their purchase and pay.
Let's Yo is not the first self-serve yogurt shop in the township, but Rothstein said it's an ideal site.
"When beginning the process of choosing locations, one of the first places I thought of was the Parsippany area," he said. "I thought that with the large population [that's] spread out a bit, it would be a great place to offer a delicious healthy treat [and] a hip and social environment that people can experience with friends and family."
Rothstein noted that he has lost 20 pounds in the last five months, thanks to a diet featuring a lot of Let's Yo yogurt. He said the store and its product will be a real boon for the community.
"I have worked in the Parsippany area on and off over the last 15 years and felt like we would add value."
The Par-Troy Let's Yo sets itself apart from the competition by inviting customers to stay and eat. The iPads, the free wi-fi and the lounge-style furniture are a draw to hang out.
Petruzella said Let's Yo mixes the feel of an Apple store and a Starbucks.
"We thought it was a recipe for success," he said.
Petruzzella and Rothstein say they plan on opening a location of the shop in Franklin Lakes as well.
The plan for now, however, is to become a full part of the Par-Troy community, said Rothstein.
"Our goal is to get involved with the community, and in fact since opening Wednesday, I have joined the Parsippany Area Chamber of Commerce and we're working on some fundraisers for local schools."
"We want to be the premier yogurt stop for not only Parsippany but Morris County," Rothstein said. "People have a lot of options and we think we're providing the best option for them to come and get great yogurt and a great social atmosphere."
While the shop is open to the public, an official grand opening and ribbon-cutting ceremony is planned for next Thursday at 11 a.m.