TCBY's Slogans & Taglines

TCBY (The Country's Best Yogurt) is an American chain of frozen yogurt stores that pioneered the national frozen yogurt movement. Founded in 1981 by Frank D. Hickingbotham in Little Rock, Arkansas, it began after Hickingbotham tasted frozen yogurt at a Dallas Neiman Marcus and exclaimed, "This can't be yogurt!"—giving the brand its original name. After a 1984 trademark lawsuit forced a rebrand, the acronym was cleverly repurposed as "The Country's Best Yogurt." TCBY became the first national frozen yogurt chain, using franchising to explode from a single store to over 100 locations by 1984 and nearly 3,000 worldwide at its peak. Its iconic 1986 campaign with Mickey Rooney promised "All of the pleasure, none of the guilt," highlighting its lower-fat appeal. Acquired by Mrs. Fields' parent company in 2000 and now part of Famous Brands International, TCBY operates over 360 locations across 32 states and five countries. It remains a symbol of American fast-casual innovation and the enduring belief that a healthier frozen treat can still deliver pure indulgence.