"We've never had children; it's a real locals market here," Amber Linz told the New York Post a week after Mimi's opened its first uptown shop. She was comparing it with her downtown stores. "People come here; they live here."
That quote sums up the Upper East Side's frozen yogurt year. Three new shops arrived or announced between June and September 2026. Downtown, these brands' lines are made up of visitors and trend-chasers. Up here, the people waiting are neighbors, parents with kids, and students on lunch break, and the shops are opening on blocks that already had plenty of froyo.
A Monday night on Lexington and 72nd
Mimi's opened at 997 Lexington Avenue, at East 72nd Street, at noon on September 10. The brand had announced the date on Instagram two weeks earlier with a countdown. It's the Australian brand's third New York shop and its first one uptown. The other two are in Greenwich Village and SoHo, where Linz ran a summer pop-up before it became permanent.
By 8:41 p.m. on the Monday after opening, the line ran all the way to the corner of East 71st Street, and staff were managing it with ropes. The Post reported people waiting nearly an hour, from twenty-somethings in sweatpants to parents with young children. A doorman at 150 East 72nd Street told the paper that residents kept asking what was going on.
The shop adjusted to the neighborhood quickly. Staff began steering the line in a different direction once nearby businesses closed for the night. The busiest stretches came after school and after dinner. When groups of students asked Mimi's to open earlier so they could stop in at lunch, Linz moved the hours up. The Post didn't publish the new hours, so check the shop's own channels before you plan a lunchtime visit.
What's in the cup leans on sourcing. Patch listed raspberries from Oregon, matcha from Japan and mangoes from India. The brand's website adds Medjool dates from California, pistachio sauce from Italy, Guittard chocolate chips and Swedish candy.
The new wave tastes tangier on purpose
Mimi's wasn't the first new arrival. Mythos opened on Friday, June 12, at 1269 First Avenue near East 68th Street. Its founders are Martin Felipe Alvear and Mariana Alvear, siblings from Aruba who opened their first shop there in 2024. The National Herald reported that Mythos keeps the sour bite of traditional Greek yogurt and uses premium milk and probiotic cultures. That sets it apart from the sweeter froyo of the early 2000s. Toppings include baklava, honey, olive oil, pomegranate and fig, along with Greek honey, Ferrero hazelnut and Dubai pistachio. Across the brand there are 30 to 40 toppings and more than six yogurt flavors. The New York shop opened with a smaller selection.
Myka is the third. In early September, Patch reported that its signage had gone up at 1547 Second Avenue, at East 80th Street, in the former Ania Rybka Salon space. Patch described the style as a "tangy Mediterranean spin" built on Greek yogurt and goat's milk kefir. Toppings include praline crunch, baklava, fig and orange compotes, goji berries, pistachio sauce, honey and olive oil. Natalia Morales and Javier Ezquerro, a husband-and-wife team, founded Myka in Madrid in 2023. It has since grown to 51 locations in 15 countries. As of early October, we couldn't confirm that the Second Avenue shop is open. Patch had no date, and Myka's own locations page lists only its West Village, Union Square and Rockefeller Center shops.
Put side by side, the three shops share a formula. Each one leans on a sour base, imported or regional toppings, and a menu that borrows from Greek desserts. Citywide food coverage traces the same pattern. Grub Street tied the 2025 comeback to lines, Instagram and TikTok, and nostalgia for the 2010s froyo era. Eater described a shift away from mass-market, powder-based froyo toward a more grown-up, health-minded product. Time Out reported that the new shops charge more, invest in their interiors and playlists, and, in Linz's words, aim to give younger people a place to socialize without alcohol. An August 2026 Post feature framed the Greek-yogurt style around protein and gut health, and described the shops as meetup spots for younger customers.
That last point explains the Upper East Side lines. A shop meant for hanging out without alcohol is a good fit for a neighborhood with after-school foot traffic, and that's exactly the crowd that showed up at Mimi's. Linz told the Post she's "honored that Mimi's is already becoming a place in the neighborhood where people want to hang."
Second Avenue at 81st already had three
The new shops didn't fill a gap. Myka's address is less than a block from three existing froyo and ice cream shops: Pinkberry, 16 Handles and Anita Gelato, all on Second Avenue between East 81st and 82nd Streets. Patch counted Yogurt Club and Sedutto within a five-block radius.
Sedutto, at 1498 First Avenue, is the longest-running of the group. Eater calls it an Upper East Side institution that has served classic ice cream and yogurt flavors for more than 30 years. Yogurt Club, at 1240 Lexington Avenue, got to the strained-yogurt trend early. A November 2025 Infatuation listing described it as influencer-owned, serving froyo alongside extra-strained Greek yogurt, a format the listing said went viral in South Korea.
Here's the full map, as of October 10, 2026:
| Shop | Address | Arrived | Style, per press coverage |
|---|---|---|---|
| Sedutto | 1498 First Ave | 30+ years ago | Classic ice cream and yogurt flavors |
| Pinkberry, 16 Handles, Anita Gelato | Second Ave, E. 81st to 82nd | Already open | Existing froyo and ice cream cluster |
| Yogurt Club | 1240 Lexington Ave | Open by Nov. 2025 | Froyo plus extra-strained Greek yogurt |
| Mythos | 1269 First Ave near E. 68th | June 12, 2026 | Greek-yogurt tang, baklava, honey, olive oil |
| Mimi's | 997 Lexington Ave at E. 72nd | Sept. 10, 2026 | Tart swirls, imported fruit and toppings |
| Myka | 1547 Second Ave at E. 80th | Announced Sept. 2026, opening unconfirmed | Greek yogurt and goat's milk kefir |
Seen on a map, Myka chose a block that already had several froyo shops instead of avoiding them. Mythos and Mimi's settled in the 68th-to-72nd stretch, a few avenues apart. Patch described the neighborhood as "becoming a boomtown" for frozen yogurt and the long lines that come with it.
A route through all of it, south to north
At Mimi's, the Post reported that the biggest rushes came after school and after dinner. Going south to north, the route stays within about fourteen blocks:
- Mythos, 1269 First Avenue near East 68th Street. Start here for the Greek honey and olive oil version of the style.
- Mimi's, 997 Lexington Avenue at East 72nd Street. Walk four blocks north and three avenues west. If the line is long, it will run south toward 71st.
- Sedutto, 1498 First Avenue. Head back east for the most established shop in the group.
- Myka, 1547 Second Avenue at East 80th Street. Check whether the doors are open. As of this writing, the opening date hasn't been confirmed.
- Pinkberry, 16 Handles and Anita Gelato, Second Avenue between East 81st and 82nd Streets. All three are on one block.
- Yogurt Club, 1240 Lexington Avenue. End on Lexington with the strained Greek yogurt that got here early.
Six stops, three openings or announcements in four months, and on the busiest nights, a line long enough that doormen get asked about it.
When a line wraps around a corner every night, people walking by notice the block in a new way, and so do buyers. If you live near one of these shops and want to know how its new foot traffic and street-level energy might play into your home's value, The Roya Cohen Team can walk you through it. Request a complimentary market valuation and we'll show you how your block compares right now.
