It’s Brad’s vision to bring the high he feels, the nightclub vibe, to the world we all live in even when we’re not in Las Vegas. A couple of years ago he opened a yogurt shop in New Jersey that’s basically a yogurt dayclub. “I do a yogurt concept with the music,” he told me. “It’s based on DJ culture. When you come in, it’s like a nightclub.” And if you think that sounds like a stupid idea, consider that this 1,100-square-foot yogurt shop netted a million dollars last year, and Brad is opening ten more.
What could “a yogurt concept with the music” possibly mean? Is there such a thing as YDM? I don’t understand.