Doug Sanders works every day at the TCBY franchise location in Dallas he owns. Starting with the brand as a corporate store manager in 1994, he now operates one of the highest-grossing sites.
“I’ve stayed with TCBY for more than 30 years because I genuinely love the business. I enjoy connecting with customers and helping make their day a little brighter. Frozen yogurt is a fun business, and I feel fortunate to have been a part of it for so long.”
As TCBY celebrates its 45th anniversary, he reflects on his time with the brand, its evolution and legacy, the importance of community involvement, and more.
How have you observed the frozen yogurt landscape shift, and how has TCBY adapted its strategy to align with that evolution?
I’ve worked in frozen yogurt since the early 1980s, so I’ve watched the industry go through significant change. Competitors have come and gone, and many concepts have closed over the years. Throughout those cycles, TCBY has remained focused on quality and consistency, which I believe is a major reason the brand has endured. We’ve also evolved with consumer preferences by offering a broad selection, including dairy-free, vegan, and gluten-free options, so there is something for everyone. Combined with a continued commitment to exceptional customer service, that adaptability has helped TCBY remain relevant over the past four decades.
What are the advantages and challenges of being a hands-on operator?
Being in the store every day allows me to lead by example. Because I work alongside my team, they understand exactly what I expect when it comes to customer service, speed, and consistency. That presence creates accountability and helps us maintain the standards we’ve built over the years. The challenge, of course, is the significant time commitment. Business ownership is not something you can put on autopilot, particularly if you want to deliver a consistently strong customer experience. For me, however, that day-to-day involvement has been one of the biggest contributors to our long-term success.
What do you consider to be the most significant hurdles TCBY has overcome?
From my experience as an operator, the COVID pandemic was one of the toughest challenges we’ve faced. Like many businesses, we had to navigate supply-chain and product-distribution disruptions while adapting quickly to new operating realities. It tested everyone in the industry, but we remained focused on serving our consumers and maintaining the quality they expected from us.
From your perspective as a long-time operator, what are the most pressing issues currently impacting the broader restaurant industry?
Supply-chain pressures remain a challenge for many operators, and labor can also be difficult, depending on the market. Technology is another major factor. It evolves so quickly that keeping pace can be challenging, but it has also become essential as customer expectations continue to shift. Restaurants need the right technology not simply for technology’s sake, but to improve efficiency, support their teams, and deliver a better guest experience.
In what ways is community involvement a key to store success? What are some examples?
Community involvement allows people to know your business for more than the products you sell. Over the years, I’ve partnered with local elementary schools to support academic achievement and fundraising efforts. I’ve also donated frozen yogurt to the White Rock Lake Conservancy’s 5K and 10K races and contributed gift cards to charitable organizations and silent auctions. Giving back to the community that supports your business is simply the right thing to do. It also builds genuine relationships that can translate into lasting customer loyalty.
When you look back at your professional journey, what achievement stands out as your proudest moment?
My TCBY has ranked among the brand’s top-performing locations nationwide for more than 20 years, and that is a tremendous source of pride. We have continued to achieve year-over-year growth even as many other frozen yogurt concepts have closed. That sustained performance reflects the hard work, consistency, and commitment of our entire team.
What guidance would you offer someone looking to emulate your career success?
Focus on the fundamentals and never overlook the basics. Start with a great product, deliver outstanding customer service, and execute consistently every day. Stay closely involved in your business and set clear expectations for your team. Success does not happen overnight, but if you pay attention to the details and take care of your customers, you can earn their loyalty and build a business with staying power.
What are key lessons you have learned and put into practice?
The most important lesson I’ve learned is that consistency matters. Customers expect the same high-quality experience every time they visit. That means maintaining your equipment so that the product tastes as it should, protecting product quality, and building a team that is friendly, fast, and accurate. I’ve also learned that staying connected to the community and investing in local marketing can make a meaningful difference over the long term.
