Now, frozen yogurt has become part of the zeitgeist once again. Pinkberry has reemerged on familiar corners. New Yorkers and tourists are lining up outside longtime fro-yo establishments that have survived years without hype, like Culture<\/a>, and new, social media-friendly fro-yo spots, like the Upper East Side\u2019s Butterfield Market<\/a> and Madison Fare<\/a>, which just opened a new location in the West Village.<\/p>\n Recession indicator? Perhaps. But New York\u2019s newest fro-yo destinations are more upscale, aesthetically pleasing (see: the full-size decorative tree inside Mimi\u2019s<\/a>\u00a0SoHo fro-yo shop), and charge upwards of $10 for a small cup with minimal toppings, becoming more of a status symbol to show off on social media than a low-key snack.\u00a0\u00a0<\/p>\n The new fro-yo\u00a0<\/strong><\/p>\n Rivaling the line of people snaking down West 8th Street to get a taste of Culture\u2019s frozen yogurt topped with strawberries macerated in aged balsamic vinegar, Vermont maple syrup, or key lime custard, is the crowd of hungry tweens and middle-aged folks in SoHo scrolling on Lafayette Street while biding their time to get into Mimi\u2019s.\u00a0<\/p>\n After teasing the concept on TikTok for months, Mimi\u2019s opened this past summer to an already eager crowd of trend-seekers.<\/p>\n Founder Amber Linz moved to New York in 2024 and noticed a lack of sweet treats that weren\u2019t \u201crich and heavy,\u201d as well as spaces where younger people could connect and socialize without alcohol. \u201cMimi\u2019s was born out of wanting to solve both of those problems at once,\u201d she says.<\/p>\n Mimi\u2019s feels both nostalgic and fresh. Guests enter and grab a cup to self-serve fro-yo in classic flavors: Signature Tart, raspberry, mango, coffee, vanilla, chocolate or ceremonial-grade matcha.<\/p>\n \u201cThe menu is simple on purpose. We\u2019re not trying to reinvent the wheel, we\u2019re perfecting the classics,\u201d says Linz. To do so, Mimi\u2019s sources Greek yogurt and milk from a farm in Upstate New York and fruit from Natoora<\/a>, a supplier for higher-end restaurants.\u00a0<\/p>\n Following the swirl of fro-yo in a paper cup comes the best part: The toppings. At Mimi\u2019s, self-serve toppings range from familiar favorites like chopped strawberries and mochi to more ritzy options, including extra virgin olive oil, pistachio sauce, and a shaker of wild fennel pollen. This isn\u2019t dissimilar from the toppings options at Butterfield Market, which include carob chips, granola, or toasted coconut ($1 each) or the unique raspberry sauce, halva, and crushed pistachios from Madison Fare.\u00a0<\/p>\n At Mimi\u2019s, cups are weighed and priced at $1.20 per ounce. Guests can enjoy fro-yo at small tables in the bright corner side space, adorned with plants and streaming a trendy playlist, like a friend\u2019s intentionally minimalist luxury apartment.\u00a0<\/p>\n \u201c<\/strong>Fro-yo has this playful, nostalgic energy. It\u2019s an experience,\u201d says Linz. \u201cIt gives people a reason to stop, laugh, hang out, and enjoy something that feels good.\u201d\u00a0<\/p>\n![\"Mimi's](\"https:\/\/www.europesays.com\/us\/wp-content\/uploads\/2025\/10\/1760633475_188_image.webp.webp\")
\nPhotograph: Courtesy Mimi’s
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