No risk, no reward: Adding three new stores is more than just boss moves for Isaac Lee Collins; it’s betting his livelihood on going big
March 6, 2025 | Taylor Wilmore
Kansas City’s frozen yogurt game is getting a major upgrade as Fifth & Emery Frozen Yogurt and Chocolate prepares to open three new locations in Zona Rosa, Olathe, and Lenexa this year.
“I didn’t work this hard just to stop here,” said founder Isaac Lee Collins, who previously operated the venture as a handful of Yogurtini franchises before taking his brand independent earlier this year. “I’ve always wanted to be the best, and to be the best, you have to beat the best. For me, that means leveling up.”
With this expansion to new cities, Collins is witnessing his dream come true, he said. He’s long wanted to create a brand as iconic in Kansas City as the ones he admired growing up.
“I’ve always wanted to have a staple Kansas City brand,” Collins said. “As a kid, we lived close to Gates, and it was cool seeing it spread across the metro. Now, as an adult, I see brands like Made in KC; what started as a small idea is now everywhere.”
Expanding into new neighborhoods answers a constant call from customers who crave more convenient access to their frozen fix, he added.
“We get inquiries weekly, maybe even daily saying, ‘When are you coming to this area?’” Collins said. “If you live in Parkville, you’re not driving to the Plaza regularly for froyo. But if there’s a shop in Zona Rosa or the Northland, you’re there more often.”
The future Zona Rosa location for Fifth & Emery Frozen Yogurt and Chocolate; photo by Lynne Pierce Creative
Instagramworthy spaces
Beyond new locations, Fifth and Emery is getting a visual glow-up. Expect a more immersive experience with vibrant colors, playful murals, and interactive spaces. And more inspiration molded by Collins time early in his career at Rocky Mountain Chocolate Factory.
“The expansion is the chocolate piece,” Collins said. “People are going to love the imagination of color we’re bringing in, plus the cool murals for pictures. The space will feel more engaging.”
The new locations are also getting a major scoop of love with outdoor seating for each one.
“Zona Rosa already has a massive patio, and we’re expanding Lenexa even more,” he said. “Olathe’s will have more of a garden feel with lots of greenery.”
Click here to follow Isaac Lee Collins’ journey on Instagram.
View this post on Instagram
No risk, no reward
While the expansion is exciting, Collins admits it comes with its own set of challenges, particularly as a self-funded entrepreneur.
“To make these boss moves feels terrifying. I’m human. I wake up scared every day,” he admitted. “My family’s future depends on these stores doing well. But I know it’s the right move at the right time.”
One thing he won’t change is keeping his independence.
“I’m 100 percent owner, with my wife, of course. No partners,” he said. “We’re betting on ourselves.”
Despite a decade of success with Yogurtini, Collins isn’t interested in coasting. Even with the fear of embarking on something new, Collins refuses to play it safe, he said.
“I’ve been going big, but I’m ready to go even bigger,” Collins said. “No risk, no reward.”
Taylor Wilmore
Taylor Wilmore, hailing from Lee’s Summit, is a dedicated reporter and a recent graduate of the University of Missouri, where she earned her Bachelor’s degree in Journalism. Taylor channels her deep-seated passion for writing and storytelling to create compelling narratives that shed light on the diverse residents of Kansas City.
Prior to her role at Startland News, Taylor made valuable contributions as a reporter for the Columbia Missourian newspaper, where she covered a wide range of community news and higher education stories.
2025 Startups to Watch
stats here
Related Posts on Startland News
PrairieFood grows power of its micro-carbon ag solution with a pipeline of human connection
Startland News’ Startup Road Trip series explores innovative and uncommon ideas finding success in rural America and Midwestern startup hubs outside the Kansas City metro. LAWRENCE — Entrepreneurship is all about networking, Robert Herrington said. “You never know where a pivot or direction is going to come from,” said Herrington, an early member of the Pipeline…
C2FO marks $300B in funding for businesses as entrepreneurs navigate ongoing credit crunch
Rapid marketplace expansion in the first half of 2023 helped push Leawood-based C2FO — the world’s on-demand working capital platform — past the $300-billion mark in total funding to its customers. This record funding amount reflects invoices paid an average of 31 days early via C2FO’s platform. C2FO gets vital, low-cost capital into customers’ hands…
Froyo with a ’tini twist: Entrepreneur collaboration serves alcoholic frozen yogurt in KC
Kansas City is excited by the new flavor combinations popping up as two entrepreneurs give customers a taste of collaboration, said Isaac Collins, teasing a line of alcoholic frozen yogurt that’s already hitting cups in the metro. Through a partnership with KC-based Brain Freeze Mobile Daiquiri, Collins’ Yogurtini locations have begun a series of happy…
How Meshuggah Bagels ‘built a bakery without a recipe’ — now expanding to Liberty, Lawrence
Pete Linde tested 72 bagel recipes before hitting perfection with number 73, said Janna Linde. She knows because she tried every single test bagel. “Pete worked on that recipe for about a year. He had a notebook and took notes on every little tweak and modification he made. I’d see the big hand mixer come…