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There’s a new yogurt shop in town.
Celeb-favorite Go Greek Yogurt has officially landed in New York City, opening its first local outpost at 683 Broadway in NoHo on April 12. The Los Angeles-born brand known for its wellness-forward take on Greek yogurt counts the Kardashians, Jennifer Aniston and Gigi Hadid among its devotees.
The 1,000-square-foot space is meant for lingering, with both indoor and outdoor seating and a menu built around customizable yogurt and frozen yogurt bowls. You start with a base—options include plain tart, Greek honey and chocolate—then pile on toppings or opt for rotating seasonal flavors. Prices start at $10.99 for classic yogurt bowls, while frozen yogurt is priced by weight at $1.35 per ounce.
This isn’t just another grab-and-go snack spot, though. The brand leans hard into lifestyle, framing its approach around the Greek concept of meraki (doing things with passion and intention). That translates into a fro-yo run with a bit of slow-down-and-stay-awhile energy.
“Go Greek Yogurt is a brand that sits perfectly at the intersection of quality, wellness and modern consumer behavior,” said store owner Mitch Moinian. “There’s no city more influential or demanding than New York and if a concept wins here, it wins anywhere.”
New York is the latest step in a fairly aggressive expansion plan. Founded in 2012, the company now operates around 20 locations globally and hopes to reach 50 by 2027. Over the past year alone, it’s opened shops in places like Newport Beach and Miami, while also growing internationally in the Middle East and, most recently, Dubai. London is next on the list.
If all that sounds ambitious, it’s also very on-brand for the current moment. Between the rise of high-protein everything and the continued obsession with “clean” eating, yogurt (especially the thick, tangy Greek kind) has quietly become one of the trendiest staples around.
Whether Go Greek Yogurt becomes a true New York City staple or just the latest TikTok darling remains to be seen. But with a built-in celebrity following and a prime NoHo address, it’s already off to a very strong start.