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Brandon gains frozen yogurt business
By By Jill Meier
Challenger editor

April 30. 2013 10:18AM
If you’ve been wondering what’s been going on behind the brown-papered windows at 1224 E. Holly Blvd., you won’t have to wonder much longer.

-10 Below Frozen Yogurt is opening for business this Saturday, according to owner Lisa Hokenstad.

Hokenstad, along with husband Mike, an ag chemical salesman, say they’re filling a niche that Brandon does not currently have.

“Brandon really needs something like this because everybody goes to Sioux Falls for this,” Lisa Hokenstad said.

“It is great to see new businesses opening in Brandon. Our community has so much to offer and I am glad to see entrepreneurs recognizing these benefits and choosing to make Brandon their location of choice,” said Kim Cerwick, executive director of the Brandon Valley Area Chamber of Commerce.

For the last year, Hokenstad, who’s been a stay-at-home/PTA mom until recently, said she was ready for a new challenge.

“We loved to go to Cherry Berry, Red Mango and other places like that in Sioux Falls,” she explained. “One day we looked at it and said, ‘This is something Brandon needs.’ ”
The Hokenstads chose one of the city’s busiest retail areas to set up shop – the Sunshine Foods plaza. “People are already in the area … so why not stop in?” she she says.

The frozen yogurt shop’s interior has somewhat of an industrial look, Lisa said.

“It’s not your typical yogurt shop look – it’s more of a café bistro look,” she said.

-10 Below Frozen Yogurt can seat up to 50. But it’s not all table and chair seating. In the rear of the building is a lounge area that’s been staged with comfy chairs, a TV and fireplace. Free WiFi is also available.

“We want this to be a place where the kids can get a bowl of yogurt, sit on the couch and do their homework,” Lisa said.

Hokenstad was instrumental in the store’s décor and its logo. The artist by trade created the logo herself and the business name was a family endeavor.

The Hokenstads, along with children, Lexi, an eighth grader at Brandon Valley Middle School, and Nick, a third grader at Brandon Elementary, tossed names around for two months before arriving at -10 Below Frozen Yogurt.

The menu at -10 Below Frozen Yogurt goes far beyond the yogurt. Fresh fruit smoothies and fresh-squeezed (right before your eyes) orange juice are also among the offerings.

Hokenstad said much of the menu offerings are fat-free or low fat. “They’re not calorie-free but this community does support healthy alternatives,” she said. A variety of fat-free snacks are also available.

-10 Below will have five frozen yogurt machines in operation, with each machine offering two flavors, that can also be mixed, making for 15 different available flavors. Cold and dry toppings, along with a variety of syrups, are next to be added in the “weigh-and-pay” process.

“Our main focus is the yogurt and toppings,” Hokenstad said. “We have a huge variety of toppings – stuff that’s very healthy and nutritious, and then the decadent stuff – chocolate Reese’s Pieces.”

Lisa Hokenstad will oversee a staff of 17 part-time workers. “We had an absolutely overwhelming response for jobs,” she said. “At this point, I’ve taken 100 or so applications.”

To date, 17 have been hired and Hokenstad additional staff will be hired in the coming months.

“The kids are excited about a new place to work,” she said.

If all goes as planned, Hokenstad said they’ll consider franchising the business. In fact, they’re already considering a second location.

Cerwick said Brandon’s economy has largely been built on small businesses.

“10 Below Zero Frozen yogurt is a great addition to the restaurant venues list we currently have in Brandon,” she said. “This community is always excited to see new options for food and treats, and having more choices in Brandon helps our residents stay in town, which keeps our local economy strong.”
ABOUT -10 BELOW FROZEN YOGURT
Owners: Lisa and Mike Hokenstad
Location: 1224 E. Holly Blvd.
Phone: 582-4420
Hours: 10 a.m. to 10 p.m. Monday thru Saturday; 1 to 8 p.m. Sundays
Website: www.10belowfrozenyogurt.com





Lisa Hokenstad and husband, Mike (not pictured), are opening -10 Below Frozen Yogurt at 1224 E. Holly Blvd. this Saturday. Photo by Jill Meier



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