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Greenwich Daily Voice serves Greenwich, CT
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Cold Treats Get Hot Response on Greenwich Avenue

GREENWICH, Conn. – A chilly night in January wouldn't seem to be the ideal time to open a frozen yogurt emporium, but don't tell that to the hundreds of people who lined up on Greenwich Avenue for a free serving at the grand opening of the Pinkberry store.

Despite temperatures just above freezing, a steady stream of customers flowed from 5 to 9 p.m., lining up for a choice of six flavors of the cold, creamy confection, with dozens of fruit, candy and other options to put on top.

"I've been to Pinkberry stores in New York, Massachusetts and California, and they're great," said Caroline Kelsey, who was in line with a few friends who were all home from college for the holidays. "I think we're conditioned to go for anything free," said Elizabeth White, one of her companions.

Word of the opening night freebies was spread through ads and in-store banners, as well as by a group of "Pinkberry Girls," students from Central Middle School who handed out fliers on Greenwich Avenue during the afternoon.

"We couldn't be happier," said Pete Casey, director of East Coast operations for Pinkberry, a national chain that got its start in California and now extends across the country with more than 100 outlets. "We're always looking for great locations, and I'm sure there's more to come."

Jamie Karson, who opened the area's first Pinkberry in Fairfield in October 2010, watched over the continuous line of satisfied sweet-seekers like a proud parent. "The response in Fairfield has been really incredible," he said. "Based on that success we decided to open here. Greenwich is a great retail environment, the street is vibrant, and the Pinkberry aesthetic fits in wonderfully."

As he looked over the mix of ages lined up for yogurt, Karson was asked the target demographic for Pinkberry. "Everybody," he replied. "It knows no bounds."

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