Spoon Me mobbed with hundreds of teens

I told you Spoon Me was popular!

Literally Eating My Words at Spoon Me

In town for Spoon Me founder Ryan Combe's wedding over the weekend (see next post), thanks to the GPS in my rental car, I managed to hit two Spoon Me locations (and eat Spoon Me at the wedding) in less than 8 hours. Spoon Me is the name that Eat My Words is the most proud of creating. Ryan and his partners David and Wayne have built a cult brand that transcends frozen yogurt and has become one of the hottest franchises on the planet, with projections of 100 new stores within the next 18 months. Spoon Me is a stellar example of how a brand can take a name and run with it. (That's why we call them names with "legs".) From the best-selling "Shut Up and Spoon Me" t-shirts to the "No Spooning on Sundays" hours sign, to the Spoon Me movie quote graffiti ("You had me at Spoon Me") in the bathrooms, there are endless ways to extend the brand through wordplay. Here are photos from my afternoon visit to the original store in Salt Lake City and my late night visit to one of the new super mod locations in Sandy, Utah. Thanks to everyone at Spoon Me for treating me like a celebrity. Can't wait to come back!

With this ring, I thee spoon.

I spent a fun weekend in Salt Lake City, where I was a guest at the wedding of my good pal and Spoon Me founder, Ryan Combe. Great to finally meet Ryan in person, as well as his business partner, David Jaynes, who was one of the key decision makers in choosing the Spoon Me name, which of course was created by Eat My Words. I met so many nice Spoon Me peeps including the infamous Bub and Craig, as well as some of the key franchise owners including David and Ryan's dads. Ryan and his stunning bride, Alicia, are the international poster children for spooning. (And yes, Spoon Me frozen yogurt was served at the wedding.) Check out these photos from the reception... dig those sexy blue stiletto heels, Alicia!

Shut Up & Spoon Me - Now Available Online

It seemed as if Hell would freeze over in frozen yogurt before this happened, but after months of anticipation, Spoon Me loot is finally for sale online. Now you can buy your own "Shut Up and Spoon Me" t-shirt and stop trying to steal mine. As most of you know (because we talk about it every chance we get), Eat My Words named Spoon Me, which has become the hottest frozen yogurt franchise on the planet.

Spoon Me has turned their name into cold hard cash by slapping it on everything from bumper stickers to booty shorts. We love making our clients rich and are proud to be the only naming firm that monetizes names through merchandise. (How many t-shirts do you think Spoon Me would have sold if they stuck with their original name, Zenyo?)

Check out the Spoon Me store to see all of the stylish fashions.

Spoon Me a healthy, green yogurt shop

Spoon Me franchise owner Carolee Millet, left, and Spoon Me founder and CEO Ryan Combe inside the new Sandy location. The interior is eco-friendly and the yogurt had no artificial ingredients.

Spoon Me a healthy, green yogurt shop

By Lesley Mitchell

The Salt Lake Tribune

09/16/2008

SANDY, UTAH - You won't find the typical vanilla, chocolate or strawberry flavors at the Spoon Me frozen yogurt shop.

In their places are more mysterious flavors - acai (berry from Brazil), green tea or "natural."

The Utah-based chain, with locations in Sandy, downtown Salt Lake City, Provo and St. George, is among a number of companies popping up nationwide that aim to provide a hip alternative to the frozen yogurt-shop concept that soared in the '80s, only to fizzle somewhat in recent years.

"There's definitely a growing trend toward a healthier dessert product," said Spoon Me co-founder Ryan Combe.

Aside from Spoon Me, there are other stores with trendy frozen yogurt concepts opening up, including Red Mango, which has three Utah locations. Spoon Me, founded by Utah natives Combe and David Jaynes, is trying to set itself apart from competitors in a number of ways.

"I wanted to create something more marketable" than the other offerings, Combe said. "And I wanted something more responsible" in terms of the environment and community.

The chain uses as many environmentally friendly products as possible in its stores, from spoons made out of corn starch to highly biodegradable cups to hold the yogurt. Virtually everything that goes into the stores, from the paint and light fixtures to the toilets in the restrooms, are designed to be easy on the

environment.

Although Combe, 26, said he hasn't spent a lot of time working in the restaurant industry, he does have the pedigree: He said his uncle was involved in the Arctic Circle hamburger chain and his cousins run the Warrens and Dylan's fast-food chains in Utah.

But he's also trying something vastly different, especially for conservative Utah. Marketing phrases such as "Go on, Spoon Me. You know you want it," and "If you love me, spoon me," say it all.

Combe said he was living in California "surfing a lot" when he and Jaynes, 32, then a vice president for Lehman Brothers in California, decided to become entrepreneurs.

The pair, with a third partner, Utah orthopedic surgeon Wayne Mortensen, opened the first Spoon Me in downtown Salt Lake City in October. The Sandy location, the first franchise and one owned by Combe's aunt, Carolee Millet, opened in June.

The Provo location, which is corporate owned, opened its doors in July, with a store owned by another franchisee opening in St. George at the end of August. Spoon Me's yogurt product is different enough to put off some fans of the traditional sugar-laden varieties of the past. Its three varieties are a bit tart and for the uninitiated may seem a bit more like sorbet than frozen yogurt.

But there is apparently plenty of demand for the concept. Existing stores are doing well, Combe said, and franchisees are planning several additional locations.

The next location, this one also company owned, is scheduled to open at the end of the month on the Arizona State University campus in Tempe. Additional locations, all franchises, are planned for Ogden, Orem and American Fork, as well as Austin, Texas, and Las Vegas.

Spoon Me stocks the three flavors of frozen yogurt and numerous toppings of fruit or nuts for health-conscious customers, and Fruit Pebbles, Nilla Wafers and Oreo toppings for those who want more sinful alternatives.

Prices range from $2.50 for the smallest size of "Natural" yogurt without a topping to $6.75 for the largest Green Tea or Acai-flavored cup with three toppings.

On a recent weekday afternoon, south valley resident Angie Davidson brought her mother, in town from Seattle, in for her first taste of Spoon Me.

Davidson said she has been in the shop a few times since it's opened.

"I told her she just had to come taste this," Angie Davidson said.

Her mother, Bobbie Zavala, gave it a thumbs up. "It's a totally different taste. It's very, very good."

How your name can generate buzz and bacon

In today's freaky economy, advertising budgets are facing extinction and marketing dollars are being stretched like carnival taffy. Your name has to do more, say more, and work harder than ever before. Without a massive ad campaign to drill it in (think: Head On), consumers cannot remember brand names that are tame, tired, copycat, spelling-challenged, or have hidden meanings. Now more than ever, it's critical that your name is memorable, meaningful, sticky, has legs, speaks volumes, and can pay for itself. You know you have a winning name with ROI when it...

Generates buzz without spending advertising dollars

Is instantly likeable, creating affinity for your brand

Has strong differentiation for brand-recognition

Emotionally connects with your target, inspiring loyalty

Stays fresh and vibrant, never becomes dated

Positions you as a trendsetter, increasing your credibility

Is rich in wordplay, allowing for brand extensions while retaining the name's original charm

Can be monetized through merchandise & licensing, with people paying you to advertise your brand

Learn more about how a powerful name can cut the fat and bring home the bacon.

Spoon Me, Baby!

The frozen yogurt chain we named "Spoon Me" is enjoying phenomenal success... check out how wildly popular it is...