Fifth & Emery: Yogurtini is changing its name to Fifth & Emery to honor the KC franchisee’s children

All three of the Yogurtini frozen-yogurt parlors in the Kansas City area are being rebranded to “Fifth & Emery” starting in February.

The name change localizes the parlors to honor the owner of the Kansas City franchises, Isaac Lee Collins’, children. The name comes from his daughter’s middle name, Emery, and his son is the fifth-generation Isaac in the family.

Senior Camryn Zorn began working at Fifth & Emery as the name change went underway and is in favor of the rebranding.

Zorn explains that after the rebranding, the parlor is generally the same besides a few new flavors. The biggest change, according to Zorn, is the introduction of chocolates for sale this fall.

According to Zorn, the store was less busy than after the name was changed but has been serving more customers as the name becomes normalized throughout the community.

“I don’t think that people realized what it was and that it was the same, ‘cause it’s still frozen yogurt — it’s Yogurtini,” Zorn said.

Freshman Effie Roper has been going to Yogurtini ever since she was a child. Roper worries the change will affect the parlor’s recognizability.

“It’s gonna be different because not many people are gonna to know what it is,” Roper said.

Junior Molly Minor is a frequent customer at Fifth & Emery. Minor thinks the change could breed confusion among customers.


“I feel like it had good intentions, but I feel like it was kind of unnecessary,” Minor said. “It has nothing to do with actual frozen yogurt. Yogurtini has it in the name, but Fifth & Emery, what is that?”

Not all reception has been negative. Zorn noticed customers receiving the change positively, frequently asking questions about it.

“With customers coming in, they are all very interested [in the name change],” Zorn said.