Yeh! Frozen yogurt and café opens outlet in Beirut

To target malls in the future

The Yeh! frozen yogurt and café franchise opened its first of three outlets two weeks ago in Burj El Murr, Kantari.

“We are the Yeh! master franchiser in the Middle East. We are planning to develop it into sub-franchises,” said Nataly Dada, General Manager of Dada Group. This new venture will diversify the group’s clothing retail portfolio.

Dada Group also runs the local Zilli franchise and owns the Gentleman boutiques.

Dada said the group will open two other branches in 2015 at a franchise fee of $30,0000, per outlet. “We are planning to expand inside Beirut for the time being, and malls are potential destinations for us,” she said.

Yeh! was founded by Jon and Marvin Gurman in Montreal, in 2008 and has since grown to more than 30 locations in North America, in addition to the Beirut locations and 150 more, in China.

The franchise will have competition locally, with brands like Pinkberry (Al Shaya franchisee) and local concepts based on shakes, fruits, cocktails, and yogurt, such as From the Tree, by Ant Ventures.