Metromix.com Spotlight: Mr. Yogato

WASHINGTON (WUSA) - Summer may be nearing its end, but a new frozen yogurt specialty place in Northwest has enough flavor and style to keep customers lined up well into winter.

Mr. Yogato, located at 1515 17th Street, comes alive every evening around dusk. On any given night, the line of customers typically extends the entire length of the store from the cash register to the front door. Regulars say they aren't just attracted to the colorful concoctions, they also love the rules proudly posted next to the front door. The sign reads:

Rules of Yogato

1. If Mr. Roboto comes over the speaker system and you sing along,you get 10% off yogurt.

2. Try your luck with a trivia question. Get it right for 10% off, but get it wrong and 10% is added.

3. If you will wear a yogato stamp on your head, you get 20% off.

4. If you can recite the Stirling battlefield speech from Braveheart in a great scottish accent, you get 10% off yogurt.

5. Order a yogurt for 30 consecutive days and we'll name a flavor after you.

6. If a customer suggests a topping or flavor which is then adopted, that customer receives a 5% discount for life.

7. If anyone can stump Steve on trivia regarding Seinfeld or "The Rock," 10% off yogurt.

8. Anyone wearing a kickball uniform and has played hard (evidenced by dirt on their knees) will receive an automatic 10% off yogurt.

If you ask Mr. Yogato's owner, Steve Davis, the fun and games are the best part of owning a business. He spends most of his nights running the register or buzzing around his shop with trivia questions and small talk. Davis loves to try new flavors or toppings on his customers and his willingness to take risks has turned some crazy picks like olive oil, syrup, basil leaves and balsamic vinagrette into popular toppings.

"We're actually about to introduce putt-putt yogato, where you actually take a golf shot and if you make the put we'll give you a discount," he said, after explaining why he opened up a fro-yo place.

"I wish I had a better answer but I really like yogurt and there was no yogurt in D.C. and that's pretty much the extent of it," said Davis.

By now, several people have actually passed the 30 day test and created their own flavors. Others posted their Braveheart speeches at Mr. Yogato on the internet. All this, and Davis didn't spend one dollar on advertising.

Clearly, Davis has invented his own recipe for success. He claims it's fairly simple...not rocket science. Then again, Steve Davis actually is a rocket scientist.