Summer is gone, flip-flops are back in the closet, and coolers are back in their corner.
But at smöoy, even when temperatures drop, we keep the pace high.
Because if this summer of 2025 has taught us anything (besides the odd sunburn), it's been a balance that tastes like success.
And since we don't like to keep the good stuff to ourselves, here's our summer roundup.
Without filters, without posturing... but with facts and a spoonful of pride.
This summer we've crossed off new cities on the map . Some were already on our radar, others were a pleasant surprise. The result?
More smöoy points to cool off and more people discovering what it means to have a functional ice cream with its own personality.
Because we don't just open stores, we open opportunities . New locations, new franchisee profiles , new consumer dynamics.
And all without losing sight of what drives us: a healthy, attractive product aligned with real market trends.
If you saw it on social media, you probably remember it.
This summer we've gotten creative , viral and, why not say it, a little mischievous.
From surprising collaborations (hello, Paramount 👋), giveaways with a taste of experiences, to limited editions that have turned the toppings upside down.
Beyond the like, the key has been something more valuable: the conversation.
We have succeeded in getting the community talking about us, getting them excited, getting them involved, and above all, getting them to see us as more than just a place to get an ice cream.
As the sun beat down, our numbers also rose.
The growth of the franchise network during this period confirms what we already suspected:
Healthy, sustainable soft serve ice cream with a distinct identity continues to be incredibly popular.
And this, mind you, is not a passing fad.
It's a sign that the smöoy business model works : because of its operational agility, its adaptability , and that balance (so difficult to achieve) between product, experience, and profitability.
Now it's time to maintain the momentum.
Because at smöoy, we don't understand seasons.
Each new quarter is an excuse to continue innovating , to listen to the consumer, to support our franchisees and to plan the next step thoughtfully... and with enthusiasm.
And if you're part of this network, you already know that teamwork has been and will be the key.
If you're thinking of joining, this might be the best time to do so: after a strong summer, the future looks just as promising.
So, while others put away the towels, we take out the planner.
More ideas, more openings, and more reasons are coming for the map to continue turning pink.
Whether you're already part of the smöoy family or interested in learning how you can be part of this expansion, get in touch with us.
We'll tell you the steps, the formats, and everything you need to know to embark on a brand that never stops moving.
Because summer may be over, but our desire to grow… not a chance.
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