First Look: Tangysweet

Gordon, 34, admittedly has no background in food, other than a few stints as a bartender and waiter. Instead, he comes from L.A.'s PR and entertainment marketing industry, where he established and still runs his own firm for the past ten years. Gordon grew up in D.C., attending Wilson High School and UVA, and even worked on the Hill for a few years before heading off to L.A. at 23. But it wasn't until he saw the long lines during his first trip to a Pinkberry in Hollywood and tried the yogurt that he thought about opening a shop for himself in D.C.

"I had no idea. People have told what it takes to open a restaurant ... I had absolutely no idea," Gordon said as he contemplated the six-month process of opening Tangysweet.

With the eye of someone from the world of advertising, Gordon has overseen and handpicked most every presentable aspect of his new shop. Bare concrete floors, custom-made ash wood lounge and counter, the mercurial color-shifting of the eating surfaces (more impressive at night), environmentally-friendly wall materials; Gordon has aimed for a modern and hip look. But don't expect to see any flashing LCD screens or cheeky embellishments, as Gordon has avoided the Asian-themed look familiar to the Pinkberry and Red Mango yogurt experience.

As for the yogurt itself, Gordon, along with his general manager Ben Roberts, has tweaked it to his ideal tastes. "Our recipe is actually much better than Pinkberry or Red Mango. We're really happy with it," Gordon boasted, noting that his recipe has slightly more "flavor-pop" and a little bit more tang, while keeping a smooth and clean finish.

Much different from the frozen treats found at Dairy Queen, the new wave of yogurts is said to be made from all natural, non-fat yogurt with active cultures (though in Pinkberry's case they might have bent the truth in a bit). With 25-30 calories per ounce, about 150-200 calories total in a serving, Tangysweet has jumped onto the bandwagon as well. "Bandwagon? We prefer trend," says Gordon. But Gordon has no delusions of revolutionizing the snack foods industry, "We're not going for a lifestyle. We want people to come in and enjoy themselves. It's ten times better than ice cream, and a hundred times better than a late night pizza." To note: Alberto's pizza is located just across the street and Pizzeria Paradiso is next door. On the other hand, Gordon certainly doesn't mind having his treat eaten as a lunch replacement, an after dinner treat, and/or late night snack.

The massive expansion of other similar chains hints that Tangysweet may do very well in D.C., and has Gordon already looking at opening two new locations in Penn Quarter, Columbia Heights, U Street, or Silver Spring by this time next year. But for now, he is focusing on the Dupont location. One of his first steps was to become a presenting sponsor of this year's Capital Pride Parade, whose timing and route coincides well with his store opening and location. Gordon feels lucky to be sponsoring such an important event, but he is more happy that he is back in his hometown of D.C.

"I feel like in marketing, I never really created anything. I always helped other people's products. Even though it's just frozen yogurt, it's just a treat for somebody, I feel like I'm creating something and they walk away happy." But when asked who he would choose as a spokesperson to help his own product, of course the ever present marketer in him, Gordon chose Gilbert Arenas.

Tangysweet
2029 P Street NW
Hours: Sunday - Thursday, 11 a.m. - 11 p.m.; Friday and Saturday, 11 a.m. - 2 a.m.
Metro: Dupont Circle (Red Line)
Price range: $2.50 to $6.50