Mr. Yogato Arrives on Dupont Frozen Yogurt Scene
How many rocket scientists (and their friends) does it take to serve frozen yogurt? Just about 21 or so if you ask Mr. Yogato, the anthropomorphic mascot of a new shop opening tomorrow in Dupont Circle. Yes, rocket scientists. Steve Davis, the company's founder and "Man of Yogurt" is also an employee of SpaceX, a space exploration company with an office in D.C. Struck by the lack of "froyo" options when he transferred here (though that is increasingly no longer the case), Davis conceived of the operation with his rocket launching pals as his partners. Their vision: bringing yogurt and delicious toppings to D.C., and bringing fun and goofiness back to frozen yogurt.
Mr. Yogato will carry 18 flavors on a rotating basis, always featuring Original Tangy, a tart, more sophisticated cousin to Original Soft, which is for unreformed TCBY fans. Mango and Marino's Mojito are the other debut options - all non-fat. Dozens of topping choices highlight several fresh fruits, all delivered daily. Sizes come in Little ($2.75) Middle ($3.50), and Huge ($5.00). One topping is $0.75. Three are $1.50. So an 8 ounce yogurt with starfruit, blackberry, and fruity pebbles will set you back $5. Added bonus: honey, cinnamon, sprinkles, olive oil (another fan suggestion) and wireless internet are all free.
The Rules of Yogato also offer a number of ways to get a discount: Singing a rendition of the annoying Styx classic "Mr. Roboto", reciting the battlefield speech from Braveheart, or answering/asking trivia questions can earn customers discounts from 10 percent to 20 percent (and if you answer incorrectly, 10 percent is tacked on. Seriously). For the more fanatic froyo eaters, lifetime discounts and honorary flavor names can be earned. For tomorrow's opening day, anyone who orders in a Scottish accent gets $1 off. (Davis really loves Braveheart). And be sure to leave your tag on the shop's whiteboard wall.
Although word of Mr. Yogato's opening has spread through Facebook, Davis decided to keep the opening a low-key affair. Despite having an advertising budget, Davis didn't know how to spend the money, so he didn't. Still, as the partners have toiled to set the store up this week, passers by continually walk in to try to get yogurt or ask about the opening. And though he was open to the olive oil suggestion, Davis does shoot down an idea to put an "opening Saturday" sign outside. He's ordered enough product to serve 8,000 on opening day and is worried about being overwhelmed by Scottish impersonators on Day 1. Start practicing your accent and ordering technique.
Mr. Yogato
1515 17th Street NW
Washington, DC 20036
202.629.3531
Sunday - Thursday: noon - 11 p.m.
Friday - Saturday: noon - 1 a.m.