Having grown to a dozen stores across Upstate New York since July of 2013, Hoopla! Frozen Yogurt is now crossing state lines.

Founder Larry Wilson, who’s also a 25-unit Moe’s Southwest Grill franchisee, is taking the self-serve concept into Pennsylvania and New England, in some cases co-branding locations with Moe’s.

Hoopla2Wilson describes the concept as family friendly with “high-energy service, quality products and a deep commitment and connection to the community” — a combination that has enabled it to expand rapidly and achieve strong year-round sales. It offers nearly 40 different flavors of frozen yogurt and a wide array of toppings, including fresh fruits cut daily in stores.

“The frozen yogurt market is highly competitive; our customers have been choosing our stores over national chains. We’ve hit upon a winning combination of food and fun that’s keeping interest strong in our stores, well past opening week,” Wilson says. “In order to make a mark in a crowded marketplace, you have to offer something your competitors aren’t — in our case we’ve built a loyal customer base in the community, which has taken ownership of the brand.”