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E kind retail concept, serving yogurt creations with innovative toppings Diane Bondareff/Invision for ChobaniAP Images One way Chobani stays in touch with consumer interests is through its yogurt cafs in New York's SoHo Page 4 and Tribeca neighborhoods and in Houston. New ideas are continually tested on the menu and the feedback has been so useful that Chobani plans to open similar outlets in Los Angeles, San Francisco, Chicago and other U.S. cities. Chobani also created the Chobani Food Incubator, which is designed to invest in and cultivate ideas from emerging food entrepreneurs. Today, Chobani boasts a 54 percent market share of the Greek yogurt segment, which makes up almost 40 percent of the $8.5 billion yogurt market. Chobani advertising, such as the "Wonderful World of Less." "Believe in Food." "No Bad Stuff," and "Love This Life" campaigns, are featured on the Chobani YouTube channel. The company's success has even led to a Super Bowl ad featuring a 1,400-pound bear in search of a healthy snack! Chobani, Marketing, and You Will Hamdi Ulukaya and his Chobani Greek Yogurt continue this fantastic success story-especially with the recent appearance of competing Greek yogurts from Yoplait, Dannon, Zoi The Greek Gods, and Fage? For Ulukaya, one key factor will be how well Chobani understands and uses marketing-the subject of this book. c