William Siawira, Franseda Natalio and Erwin Sujono, new franchisees of Yogurtland in Indonesia.

Self-serve treat franchise Yogurtland wants to grow its footprint outside the U.S., taking its first steps to open locations in Indonesia with the signing of a multi-unit development agreement.

Business partners Franseda Natalio, William Siawira and Erwin Sujono, under the auspices of Yogurtland Indonesia Global Mandiri, inked a deal to open at least 10 stores in the Southeast Asian nation over the next three years. They’ve targeted Central Park Mall in the capital of Jakarta for their first shop, with plans to open in October.

In an announcement of the deal, Yogurtland founder and CEO Phillip Chang noted the group’s “combined experience and track record of excellence.” In 2018, the trio introduced a prominent South Korean cosmetic brand to major malls in Indonesia that “continues to achieve the highest sales in comparison to the other companies,” the company said. There are more than 170 shopping centers in Indonesia, which has a population of 262 million people largely concentrated in urban areas, playing into Yogurtland’s mall-focused real estate strategy.

Yogurtland’s market research pointed toward Indonesians’ desire for variety as they focus more on healthy lifestyle trends, the company said. The brand has dairy, no-sugar-added, and gluten-free options to go along with its 250-plus flavors.

As it vies for consumers Yogurtland will face fellow franchised brand Yogen Fruz, which has eight stores in Indonesia and is one of the largest players in the space with more than 1,200 locations worldwide. Yogen Fruz is the only frozen yogurt-focused brand on the Franchise Times Top 200+ list to see its sales grow as the segment is challenged by other snack and treat concepts. Yogurtland saw its systemwide sales drop $16 million in 2017, while Pinkberry’s sales fell more than $6 million and Sweetfrog’s dipped slightly.

Yogurtland has 327 locations in the U.S., Australia, Dubai, Guam, Myanmar, Oman, Singapore and Thailand.

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