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The Man Who Would Save Fro-Yo

The Man Who Would Save Fro-Yo

Noah Kueny-Lichtman was beaming. The first 100 people to arrive at the 16 Handles grand opening in Cobble Hill, Brooklyn, had been promised a free frozen yogurt treat — and he was the last person to get one. His friends, right behind him, had to pay.
He took bites from a pink cup filled with cookie dough and peanut butter cup-flavored yogurt, topped with brownie bites, Oreos and hot fudge, chatting over the sound of D.J.-spun family friendly party bops. Mr. Kueny-Lichtman, 18, said his visit, coming as it did just weeks before he was to head off to Tulane to study finance and classics, was 'a full circle moment.'
He used to frequent another 16 Handles in the neighborhood, now closed, as a young child, so returning to the shop, with its rows of yogurt machines and tubs of spoonable toppings was 'pretty nostalgic.'
That the nostalgia might attract Gen Z and millennial treat-seekers, recalling the financial-crisis era fro-yo boom of their youth, or slightly older shoppers, craving the TCBY-style desserts of the 1980s, is all part of the plan. The vibe of 16 Handles is a 'mix of nostalgic and cool,' said Neil Hershman, the company's 30-year-old chief executive, bridging the industry's slightly dusty reputation with his ambitions for another boom time.
Mr. Hershman believes that fro-yo is cool — that people love it, that the love never went away and that the last wave of stores was mismanaged but the field still has major potential. It's core to his pitch. He says that 16 Handles, which operates with a franchise model, is profitable, and that he hopes to expand with more than 200 new stores across the country in the next few years. The people want fro-yo, he maintains. He is prepared to give it to them.
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