He's won the GOLD in Golden Spoon!

Steve Masaki has been one of if not the king of the yogurt turf in north HB since he opened in 1998. With heavy-duty competition everywhere and then some, Steve knows that little handy-dandy Free Yogurt Card has helped his marketing efforts greatly. It's that time of year now when the line begins at about 4pm and goes on through the night at the Charter Center location. "Steve is one of the masters at consistently building his brand," said a man standing in line. He declined to tell HBCOOL his name...perhaps a new competitor who holds Steve and his GOLDen spoon in high regard.