Peachwave Frozen Yogurt Goes Down A Treat in East Lyme

Local teens have a cool new place to hang out in East Lyme.

Peachwave East Lyme had its official opening with Jammin' 107.7 broadcasting live outside the new self-serve frozen yogurt franchise at 170 Flanders Road in Niantic on July 28. But kids didn't need a tall pink dancing figure to find their way to the new store. Local students have been packing the place every evening since the store first opened its doors a week ago. 

"We want kids to have a place to hang out," said Bill Wild who co-owns the store with his wife, Kathleen. "We have teenagers too, so we understand. It's a safe place to be, clean, with no alcohol."  

Wild said they designed the store to be kid-friendly, large enough to hang out, with free wi-fi, and a chalkboard and cartoons in a lounge area for young children. 

It was Wild's daughter, 16-year-old Delaney, who first introduced her dad to the concept. Wild said she dragged him to the first Peachwave self-serve frozen yogurt store that opened in Connecticut about two and a half years ago. Wild said he was so impressed, he got in touch with the owners and began working on starting his own franchise almost instantly.  

The whole endeavor is a family affair. The couple's son Liam, 17, and daughter Delaney both work at the store. Bill Wild continues to work at his day job at JayPro Sports Equipment in Waterford, but his background is in hospitality. He has a degree in hotel and restaurant management and managed country clubs for 18 years. 

The new store isn't just for kids. It aims to attract all ages and please all tastes. There are 21 frozen yogurt flavors at any given time, with toppings ranging from fresh fruit and candy to whipped cream and sauces (the peanut butter sauce is particularly popular).  

Flavors range from the sophisticated (salted caramel with Ghirardelli chocolate sauces) to kid favorites such as peanut butter and orange creamsicle. And, though frozen yogurt is a healthful and fairly guilt-free treat as it is, the store also offers fat-free and sugar-free flavors. 

When Wild first learned about Peachwave's self-serve yogurt stores, the concept was totally new but the idea is catching on quickly. Recently, Cowlick's Creamery opened on Boston Post Road in Waterford serving self-serve frozen yogurt and ice cream, and another frozen yogurt store will be opening in East Lyme farther down on Flanders Road next month.

"I think the town can support it," said Wild. "Competition is good."

Unlike the many seasonal ice cream shops in town, Wild said, Peachwave is a year-round operation. "These concepts are very strong in the winter," said Wild. "You don't have to feel as guilty eating it often." 

The yogurt is sold by weight but, Wild noted, his is 46 cents an ounce whereas other stores tend to start at 53 cents an ounce. His goal isn't just to cater to tourists, he said, but to "serve our town first, and we want it to be affordable."

The store is open Sunday through Thursday from 11 a.m. to 10 p.m and Fridays and Saturdays from 11 a.m. to 11 p.m.