SEVERAL years ago, when Pinkberry and Red Mango — sleek frozen-yogurt chains featuring the latest in designer flavors — became all the rage, you might have thought that a strictly old-school fro-yo shop called the Bigg Chill would fold under the competitive pressure.
The Bigg Chill hasn’t changed much since it opened in 1990 in a nondescript strip mall in the Westwood neighborhood of Los Angeles. Its color scheme is still pink-on-aqua, like a Jane Fonda leotard. There is no dance track on the sound system. And the yogurt flavors veer toward variations of chocolate and vanilla, not green tea or pomegranate.
And yet, even as the designer yogurt craze may be cooling in this city — and even as a new trend, toward self-serve yogurt, arises — business at the Bigg Chill is booming. On any given night of the week, a line forms out the door, sometimes 20 people long.
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