The battle for self-serve frozen yogurt dominance in Morristown just got a little more crowded.
Strawberry Fields, located at 88 South St.––opened on Friday, May 12. An official "Grand Opening" celebration is slated for Saturday, May 19, with a ribbon cutting ceremony with Mayor Tim Dougherty scheduled for 5 p.m.
This is the third location for Strawberry Fields, which , then . Several other locations also are in the works.
Like other self-serve froyo joints that have popped up all over the place (including two others in Morristown, and ), Strawberry Fields features a selection of self-service frozen yogurt machines, offering flavors ranging from vanilla, chocolate and strawberry, to banana, cheesecake and creamsicle. Patrons then can choose from a field of toppings, and everything is weighed by the ounce at the register. Besides the standard options, Strawberry Fields offers some dairy-free and no sugar added options, as well.
Robin Mercadante, of Mendham, noted with happiness that the long process of getting her third location on-board was over.
"It was our intention to be open last fall, but things didn't turn out the way we planned," said Mercadante, who is co-owner of the Morristown location with husband Robert, and friends Ann and Gary Harris, and Lisa and Todd Bank. "Better late than never."
During that delay, however, the froyo landscape changed.
Mercadante acknowledged the increased competition but noted, "We think there's enough of a population here and interest in frozen yogurt for everyone to successful."
The opening of Strawberry Fields in Morristown represents for Mercadante the realization of a longtime dream.
"I've been wanting to come here for a really long time," she said. "We love this area and everything happening here. We like frequenting the other retailers in the area."
With their main company, Yogurt Management LLC, located in the back of Strawberry Fields Morristown location, Mercadante will have a lot of opportunities to check other retailers out. "I love being here. It's a lot of fun," she said.
Strawberry Fields is located at 88 South St. in Morristown. Hours are 11 a.m. to 10 p.m., Sunday through Thursday; 11 a.m. to 11 p.m. Friday and Saturday. For more information, call the store at 973-590-2714 or visit strawberryfieldsfrozenyogurt.com.