New Shop Gives Locals a Cool Place to 'Yo'

Walking into for the first time it is clear that this is not your average ice cream shop.

The Howell location specializing in frozen yogurt is the eighth opened by the Colts Neck-based company, and owner Paul Errigo said they want to be different than their competition. "It's a social environment and experience," he said. "We want people to come in, enjoy themselves and relax."

Let's Yo! provides a variety of ways to relax starting with their frozen yogurt creations. Errigo said the company currently has a total of 70 flavors with 21 available on any given day. "We're kind of like the modern ice cream malt shops of yesteryear," he said.

These days the jukebox and the front counter are replaced by iPads and comfortable couches where customers can spend time on the Internet, playing games and just enjoying themselves.

Not only are there an almost endless variety of flavors but customers can mix in close to 100 toppings to get almost any flavor combination they could possibly imagine Errigo said. That doesn't even include the Belgian Waffle station or the smoothies they are continuing to roll out. 

For the younger customers he said flavors like birthday cake or red velvet cake are popular while the adults seem to prefer varieties like coffee or creamsicle.

With several ice cream shops in the surrounding towns Errigo knows there is plenty of competition but believes his shop has the formula for success. "The way it works is the strong survive," he said. "That's the guys that have the branding and the good environment."

There may be only a handful across the area now but Errigo said it is a brand that is constantly expanding and should be in close to 50 towns in several states within a year. 

Now that they are in Howell Errigo said it is important for him to be part of the community he now serves. "I thought the location was awesome," he said. "Howell has a good sense of community and I'm all about the community."

That includes sponsoring local little league teams and doing fundraisers with the local schools. "This is the type of place that you want to be involved in the community and not just selling things," he said. 

For more on the company and their current and future locations check out their website.