sweetFrog, a newly opened frozen yogurt establishment located on Samford Trace Court, has provided Auburn with a unique place to grab a sweet treat. The store's grand opening took place on Jan. 1, with 1,800 customers stopping by on that day alone.
sweetFrog has 14 flavors of frozen yogurt to choose from. One flavor gets swapped out weekly, while consistent flavors include chocolate, cake batter, vanilla and cookies and cream.
The store also features 74 different toppings — from cookie dough bites to strawberries to toppings meeting all sorts of dietary restrictions. Fresh fruits and cakes are prepared daily to ensure the highest quality ingredients.
Customers can pick a small, medium or large bowl and serve their own frozen yogurt with their desired toppings.
Pricing is determined on the weight: 66 cents per ounce. Customers can even fill the various bowls with nothing except toppings if they so choose.
Dana and Rob Pate decided to open the Auburn location after reflecting on the memories their family created at the other sweetFrogs they have been to.
“sweetFrog is something that our family loves and enjoys, and it would kind of become a family adventure,” Dana Pate said.
The Pate family believed Auburn locals would enjoy a community-driven business with an emphasis on creating excitement, joy and creativity while serving a fun treat.
After a little nudging from Rob to fully buy into the idea, the Pates decided to open their own branch.
Immediately after its doors opened, the Auburn Family showed their love for sweetFrog. News of business has spread rapidly through word of mouth, with an outpour of positive reviews.
Lauren O’Rear, junior in marketing and management, heard about sweetFrog from her friends.
“Every time I come here, the employees are always so kind, and it makes the wait worth it. It’s a fun place to come to with my friends,” O’Rear said.
Lizzy Wood, junior in global ministry, recalled a memory that makes sweetFrog uniquely special.
“One time we were in line out there and [the owner] brought us a charcuterie board with candy and I was like ‘lit,’” Wood said.
sweetFrog aims to create the best customer experience they can through building community — a principle the brand was founded on from its beginning.
The Auburn location models this principle by hosting benefit nights for organizations and various events for families and friends alike.
“I believe the fellowship of what happens in a sweetFrog is unique to the location itself, and that’s what we’re trying to cultivate here,” Dana Pate said.
Every Sunday from 2 to 4 p.m. is “Sunday Family Fun Day.” One of sweetFrog’s personified frog mascots, Scoop, comes out and socializes with customers during this time of fun.
Auburn’s sweetFrog location will also be hosting “Flip out Saturday” on Saturday, Feb. 8 from 2 to 4 p.m. with Sophia Groth, Auburn gymnast. Photo opportunities will be available.
Emma Moody, sweetFrog employee, can attest to the customer first experience the business strives for. Cleanliness and friendliness are emphasized throughout the company.
“I love getting to meet everybody,” Moody said. “It stays constantly busy, but it’s really fun to work here.”
No matter the occasion, sweetFrog offers anyone the opportunity to try a healthier alternative for a sweet treat.
“Good day, bad day, it’s a better day at sweetFrog,” Dana Pate said.
Auburn’s sweetFrog has been built on passion, pride and community. This establishment offers patrons a visit like no other as they treat themselves to whatever frozen yogurt combination their heart desires.
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Sam Bainter, freshman in English language arts education, is a culture writer for The Auburn Plainsman.
