Fitting neatly into New York’s frozen yogurt frenzy, Go Greek Yogurt opened its doors Sunday on the corner of West Third Street and Broadway. 

Opening day carried a quiet sense of familiarity — most customers had already encountered the brand on social media months before ever stepping inside. The frozen yogurt business came to the city with a menu that makes Greek yogurt the star of the show. 

Go Greek first opened in Beverly Hills in 2012, when three friends — spouses David Subotic and Tanja Subotic, along with Jonathan Williams Margaritakis — embarked on a mission to create a style of Greek yogurt that was true to its Mediterranean heritage and went beyond the version you would usually find packaged in stores. 

With multiple locations across California, Florida and several Arab countries, the company has received a lot of social media traction for its health-oriented artisanal branding, coastal aesthetic and smooth texture. Go Greek imports its yogurt directly from Greece, using milk from local Greek farms, traditional straining methods — which remove most of the sugar and leaves the yogurt thicker with higher protein and probiotic levels — and high-quality ingredients like honey, which is also from Greece. 

Positioning its yogurt as a healthier alternative to other desserts fits well within the New York lifestyle, where both foods advertised as promoting wellness and upscale sweet treats have become increasingly popular. High-end froyo spots like Mimi’s and Birdie’s, which both opened locations near NYU this year, have already established a strong local presence and draw lines that stretch well down the street. Go Greek enters the scene as a competitor, aiming to set itself apart with a distinct angle — evoking cultural engagement.

Just a five-minute walk from Bobst Library, I arrived at the store around 6 p.m. on opening day as dozens were inside, choosing their flavors and toppings. 

Unlike other New York City froyo shops like Culture An American Yogurt Company and Madison Fare, Go Greek offers a self-serve model — an approach that feels both nostalgic and refreshingly hands-on. In addition to froyo, they also sell smoothies and regular Greek yogurt bowls, including savory bowl options that can be topped with olive oil, tomatoes, Kalamata olives and avocado.  

Inside, the space is sleek, white and modern — bright in a way that makes the interior feel fresh and new. In the center of the room, a large olive tree signifies the store’s Greek roots, adding a verdant hint of home. Along one wall, Greek-style blue-and-white antique plates are arranged as decoration. The workers, all dressed in dark blue aprons, are calm and polite, asking each customer about their day as they approach the register. 

The line starts as soon as you walk in, and on the right wall, cups are arranged right next to all the froyo flavors — which range from signature plain tart, chocolate and Greek honey to rotating flavors like banana, coconut and vegan wildberry. This is where the store is most hectic, as customers decide which flavor to pour into their cups and sometimes go back for seconds.

What stands out the most is the topping setup. Go Greek has two identical topping stations on either side of the registers, which helps customers move directly to the nearest checkout without crowding into one line. Its variety of toppings aims to be more wholesome. In addition to dark chocolate cacao nibs and organic gummies, Go Greek also offers Mediterranean-inspired toppings designed to accompany its authentic yogurt — such as imported Greek honey, roasted nuts and antioxidant-rich superfruits like pomegranates and Goji berries. 

I filled my cup with wildberry and plain tart froyo and topped it with strawberries, blueberries and Milk Chocolate Rainbow Drops — a healthier alternative to M&M’s. In a separate cup, I got coconut yogurt with white chocolate chips, mango and slivered almonds. Go Greek’s froyo is priced at $1.35 per ounce, bringing each of my quarter-full cups to about $8.60.

The froyo has an extremely creamy texture — though the shop has already faced issues with machines churning out — and my spoon just melted into it as I dug into the swirl. Every flavor was tangy in true Greek yogurt fashion, making it sharper than standard froyo, which sometimes resembles soft-serve ice cream. 

Of the three flavors I tried, wild berry was the most expressive. Its blend of organic mixed berries gave it a fresh, but not overly sweet taste. The plain tart had the strongest tang, making it the perfect blank canvas for any topping. The coconut was the only one that was slightly disappointing — with only a few coconut flakes in the yogurt for additional texture, the flavor itself was too subtle. The taste wasn’t artificial — I just would have preferred more of it.

The chocolate-based toppings were nothing more than adequate, but the fruit toppings, including strawberries, blueberries and mango, were surprisingly fresh and bursting with flavor.

Go Greek has been buzzing with lively energy in its opening week, and with its cultural appeal of exposing customers to true froyo, it has the potential to settle in as New Yorkers’ go-to. 

Contact Christobelle Rudes at [email protected].