Streetlevel: New FroYo on Vanderbilt

The question of whether the world needs another frozen yogurt store will have to wait for another day. Today let's give a warm welcome to /eks/ which opened over the weekend at 639 Vanderbilt Avenue in Prospect Heights. GMAP

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Comments

There's one of these in Williamsburg also...on Drigss...

Posted by: 11217 at March 30, 2009 2:12 PM

i remember when the frozen yogurt craze hit l.a., and then went as quick as it came.

pinkberry has already been shutting stores, as have some other chains. might be the beginning of the end all over again.

Posted by: goldie at March 30, 2009 2:14 PM

What does /eks/ stand for????

Posted by: daveinbedstuy at March 30, 2009 2:15 PM

This is also the frozen yogurt they sell at the Beard Papa locations in Manhattan, if I'm not mistaken...

Beard Papa is terrific, btw. Wish they'd open one in BK.

Posted by: 11217 at March 30, 2009 2:16 PM

I guess the 80's are back! I couldn't get enough TCBY when I was in High School!

Posted by: TownhouseLady at March 30, 2009 2:18 PM

seriously, pinkberry yogurt tastes like goldfish food. what is up with that? i know they are known for a very specific flava for their yogurt, but i was like whoa what a strange choice. and is it just me or is frozen yogurt and ice cream really expensive for what it is? tho i guess even back when i was a kid ice cream on the mr. softee trucks seemed expensive too. is frozen yogurt and ice cream expensive to make?

*rob*

Posted by: PitbullNYC at March 30, 2009 2:21 PM

^^^Penguin Yogurt!

Posted by: goldie at March 30, 2009 2:21 PM

Soon to be /eks/tinct.

Posted by: SnarkSlope at March 30, 2009 2:31 PM

golf clap

Posted by: lucille at March 30, 2009 2:32 PM

What the hell kind of stupid name is that?

And how many indistinguishable pinkberry knockoffs do we need? There must be at least 15 different ones.

Posted by: zinka at March 30, 2009 2:44 PM

I have to say, the name makes me think that the product tastes bad. You eat some yogurt and gasp /eks/!

Posted by: mscrochety at March 30, 2009 2:47 PM

Its almost as if people chase failure.

I wish there was some way to short a store front business.

Candle store, yogurt store, coffee shop that only sells waffles, etc. Don't any of these people have an intelligent friend that will take them aside and tell them they have a poor business plan?

Posted by: eh at March 30, 2009 2:53 PM

I saw this during my walk yesterday. Could not tell a single thing about the business from the sign. That doesn't seem like a smart business idea to me.

Have to ask the same question: where does the name come from?

Posted by: BrooklynButler at March 30, 2009 2:57 PM

I have to admit - I love Pinkberry, but all these knock-offs, while inevitable, have really hurt them.

Posted by: Rookie at March 30, 2009 3:01 PM

SO hve any of you previous commenters ACTUALLY TRIED IT? jeez.

Posted by: sluggita at March 30, 2009 3:17 PM

There are many stores/services I would love to see (and patronize) on Vanderbilt...none of which include a fro-yo place. I would love a good butcher or fish store or cheese shop (or all three).

Anyone know whats going in to the former weird furniture store on Flatbush next to Dao Palate? Looks to be another Chinese restaurant, which would also be another entry in the "good god do we really need another ___" file. Along with cell phone stores. How many of thoses do we need?

Maybe someoene should open a combined Verizon-FroYo-Chinese food establishment.

Posted by: clintonhillbuyer at March 30, 2009 3:34 PM

i've been to the /eks/ a few times in williamsburg on driggs - it's sub street-level [and on the same block as buffalo exchange and the 2nd hand shop next to buffalo - a gem] - it's one of my favorite frozen yogurt spots. i enjoy pink berry - if i recall correctly, /eks/ is a bit more tangy and less creamy than the others - which i enjoyed. tip: get a card so that if you buy a certain number of servings, you get one free. and i can envision myself stopping by /eks/ on my way home from the park after a few rounds of croquet or badminton.
i'd like to say WELCOME to the neighborhood.

Posted by: emilyahn at March 30, 2009 4:46 PM

Have any of you even tried it? jeez.

Posted by: sluggita at March 30, 2009 4:49 PM

two words: insurance settlement

Posted by: invisible at March 30, 2009 7:37 PM

eks -- X.

I really love their yogurt, not sure if I love it enough to cross Atlantic, but... if they threw in some of those cream puffs, I might.

Posted by: Heather at March 30, 2009 8:26 PM