The Expansion Plan Man

Yogurtland's founder doesn't just open new units. He opens new food concepts, too. Here, Phillip Chang explains how to grow by expanding your mission

- MADELINE GARFINKLE

How can a brand expand?

Phillip Chang has wrestled with this question many times-like in 2004, when his bubble tea franchise, Boba Loca, hit a wall. "I couldn't solve the problem by just adding another drink," he says. "I wanted something more, something bigger." So he created Yogurtland, a self- serve frozen yogurt brand that sparked an international craze (and many copycats).

Seventeen years later, Yogurtland is still going strong-no small feat in the ever-changing food world. And Chang is ready to expand again. Over the past two years, he's introduced two new concepts within the Yogurtland brand: Holsom by Yogurtland-a fast-casual, healthy meal joint-and Egg N Bird, which specializes Southern-meets-Asianin inspired food, like its signature namesake sandwich. Here, Chang discusses the art of innovation, diversification, and gaining a competitive edge.

You approach expansion very carefully. Tell me about that.