Fraîche opened its doors for business on Fillmore Street in San Francisco today at 11 a.m., quietly and without fanfare.
The long-awaited organic yogurt shop, with its dairy and first shop in Palo Alto and a second location at Stanford, attracted about 10 curious customers in its first two hours, staff members said.
Several people popped in the storefront at 1910 Fillmore, next door to the recently opened Woodhouse Fish Co. restaurant. Nearly all asked, "Are you open?" then walked in to place their orders.
The shop features fresh and frozen plain yogurt in regular, soy, low-fat and no-fat. A wide range of toppings includes fresh strawberries, mangoes, granola and chocolate. Blue Bottle coffee and oatmeal also are available.
Hours will be limited for the first 10 days of operation: 11 a.m.-11 p.m. Sunday-Thursday, 11 a.m.-midnight Friday and Saturday.
Starting Sept. 28, hours will be 7 a.m.-11 p.m. Monday-Thursday, 7 a.m.-midnight Friday, 8 a.m.-midnight Saturday, 8 a.m.-11 p.m. Sunday.
Owners Patama Roj and Jessica Gilmartin were preparing for a delay in opening until November, because they lacked a final health department certificate. But that was cleared up, leading to today's opening.
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