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.”
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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.
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