Beach-Themed CUPS Plans Saturday Opening

Hillsborough weather in November can make a lot of people yearn for the beach, which may work well for the new beach-themed Cups Frozen Yogurt franchise, opening Saturday.

The store will be the Clifton-based chain's 20th location, which has become one of the fastest growing chains in the business after launching in 2010. 

The Hillsborough location takes over the former Blockbuster video location in the Stop and Shop shopping center, and will be operated by the VJP Group. 

According to CUPS co-founder Rick Barbrick, CUPS is much more than great frozen yogurt and was designed around the experience.

“It’s more of a club like experience," he said. "We pump out club dance music at volumes that create a highly energetic vibe, a lounge-type design with couches, ottomans and eclectic murals; and Cast Members with infectiously fun personalities. 

"It’s the complete experience that gives us that edgy vibe versus an everyday yogurt bar or ice cream shop experience,” Barbrick said.

Hillsborough customers can begin checking out the 24 flavors, and more than 50 toppings, from the self-serve machines at 2 p.m. Saturday, with free samples offered from 2 p.m. to 5 p.m., when Mayor Frank DelCore will join the franchise owners for a ribbon cutting.

During the grand opening week, each customer of the new store will be given a “scratch off” card for prizes such as iPhone covers, blankets, pens, glow-in-the-dark wristbands and CUPS coupons. One lucky winner will receive free "fro-yo" for a year.

CUPS Hillsborough is located at 649 U.S. Route 206, and will be open from 10 a.m. to 11 p.m. Sunday through Thursday; 11 a.m. to 11 p.m. on Friday and Saturday.