New Reasons to Hate Pinkberry

I know I've written dismissively about Pinkberry before, but this really puts a fine point on it for me…

"When a person buys Pinkberry, of course they're paying for the yogurt. But they're also paying for the experience of waiting in line—I'm trendy!—and for a seat in a Philippe Starck chair—I'm so sophisticated!"

This quote, from a Fast Company article from earlier this year just epitomizes a 'substance over style' mentality that makes me want to run screaming from the room.

Need more? How about this…

But Pinkberry isn't about the yogurt… The story of Pinkberry's success is really about the chain's image as a design brand. "In my stores, I serve you a $5 dessert, and I let you sit in $500 chairs," says Lee of the Philippe Starck Victoria Ghost chairs in every Pinkberry outlet. "People can tell the difference."

I want to stand in line because it makes me feel trendy, and sitting in designer chairs makes me sophisticated? Please god, never let me get that shallow.