I am going to make a lot of enemies today.
Living in New Orleans, I have been insulated from the Pinkberry-driven frozen yogurt fad that swept through Los Angeles last year and that is in the process of taking over San Francisco and the Bay Area now. I recently flew back to San Francisco to take care of some wedding-related business, and after dinner, the beau took me to Jubili, a low-rent knock-off of Pinkberry, to sample of this "next big dessert thing."
Unfortunately, I found myself having a less than enjoyable experience, primarily because I usually don't like sour + cold.
To me, sour + cold tastes like a sharpened ice pick digging into the largest nerve in my back molars.
It tastes like rusty nails, shrieking and scratching across a black chalkboard.
In other words, it tastes like a "food that Passionate Eater will not like."
On top of my sour + cold aversion, I have two more minor gripes about these frozen yogurt places, or perhaps the place I visited, in particular:
Belligerent Gripe #1: The cost of living in New Orleans has skyrocketed since Hurricane Katrina, and I would even venture as far to say that it is comparable to living in San Francisco. But after living in New Orleans, I can't begin to stomach the unnecessary premiums that places charge for "fad items." Almost $1.00 for toppings, including bland-o-rama selections like generic cornflakes and Cocoa Pebbles? That ain't right man, that just ain't right.
Already the yogurt is on the pricier end of the spectrum of what I would pay for frozen stuff (excepting Mitchell's, Fenton's, or Bi-Rite Creamery.) However, it is against my religion to pay around $1.00 for a diminutive sprinkling of kid's cereal. Well, if it was Kashi or Musilex, that might be another story. Or Pops, Boo Berry, or Count Chocula. Dang, I love that stuff. It's like crack in a cereal box!
Belligerent Gripe #2: Ain't nobody that I know who can call yogurt with Lucky Charms, Cap'n Crunch, and Fruity Pebbles "healthy" as Jubili does on its website. Call it like it is! At least people from the South admit that a deep-fried twinkie might not be the most healthy of options.
Other than those irrational gripes, I thought my first frozen yogurt experience was an eye-opener. The place I visited was bustling and appeared to be making good business. . . Any one looking for a co-investor for a frozen yogurt business? I'd be interested!