I don't know the answer.
I do know that this Pinkberry thing has become a trend or a phenomenon.
The only local board I look at is the Los Angeles board.
First, there was thread after thread about the original Pinkberry. All said the same thing: Yogurt great, parking crappy.
Nothing wrong with repetitive threads: it's part of the culture of Chowhound to accept lots of posts about the same topic -- new people wander on to the board every day and haven't seen the earlier threads.
But since then, every new Pinkberry opening is treated like the release of a new Beatles record. First there are the "Are they open yet" posts. Then, someone is the first to discover the next location has opened and reports "It's open." Then there are the reports on the yogurt, the lines and the parking.
And none of this counts the "Is this or that rival of Pinkberry as good as Pinkberry" posts.
This is not about Pinkberry, necessarily. I have nothing against frozen yogurt or the company. It's about how something becomes a trend or a phenomenon.
I wasn't on Chowhound when Krispy Kreme came out, I bet it was a similar thing. And I bet there are similar trends in other parts of the country.
I'm just wondering when it goes from "I really like Pinkberry" to "I'm a member of the Pinkberry club."
It occurs to me that 20 years ago, the same thing happened with Penguin's and other frozen yogurts in what might have been the first frozen yogurt wave. There has been a cupcake thing going on in LA for a while now, maybe it started somewhere else.
Man, it would be great to figure out what the next trend is gonna be before anyone else does ... I bet the Pinkberry people are printing money.