Orange Leaf Frozen Yogurt is letting users concoct their favorite cold treats with an iPhone application that keeps tabs on individual stores' inventory.

Orange Leaf Frozen Yogurt is using the app to combine the company?s social media and location-based offers. The Orange Leaf Frozen Yogurt app is available for free download from Apple?s App Store.

?Our customers increasingly use mobile devices to make purchasing decisions, and we heard from our franchisees that customers come in and are sometimes disappointed that their favorite flavor is not available that day,? said Karley Hofer, director of brand development at Orange Leaf Frozen Yogurt, Oklahoma City, OK.

?Our app allows customers to see what?s available in advance as well as lets them know about special offers and community events at their local store,? she said.

Orange Leaf Frozen Yogurt is a self-serve frozen yogurt chain with approximately 150 locations in the United States.

Chill on mobile
When first opened, the Orange Leaf Frozen Yogurt app asks to use a consumer?s location to find the nearest location. Each location is located on a map and includes contact information and directions.

Users can then browse the menu to see which flavors are currently available in-store. Each flavor includes nutritional information and features that let consumers share their favorites via Facebook and Twitter.

Additionally, the app?s social section aggregates the company?s Facebook and Twitter feeds. Users can also view current contests and sweepstakes. For example, consumers can upload pictures of themselves with Orange Leaf Frozen Yogurt for a chance to be featured on the Facebook page.

Consumers can also load the app with loyalty cards and check gift card balances. By storing all account information, users do not have to carry around loyalty cards, giving consumers a stronger incentive to download the app.

Sweet spot
Orange Leaf Frozen Yogurt is not the only frozen yogurt chain using mobile to its advantage.

For example, Pinkberry recently rolled out Google Wallet to 69 locations in the U.S. to let users pay for their treats via their handsets (see story).

Although the app does serve a small group of users, giving consumers the option to have the brand?s logo on their mobile devices at all times could be beneficial for die-hard fans.

Additionally, franchises have the ability to update the app as frequently as they want with store-specific content, which gives users an incentive for interacting with the app on a regular basis.

Franchises also tend to have close-knit relationships with consumers and can use mobile as a tool to further build a one-on-one relationship with users.

?Because our customers use mobile devices so often, we developed an app as an easy way for them to engage with our brand and our local stores anytime and anywhere,? Ms. Hofer said.

?Our model is about empowering the customer to create exactly what they want. However, every store is a little bit different,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York