We caught up with the brilliant and insightful Edward Jonathas a few weeks ago and have shared our conversation below.

Hi Edward, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

The story of starting Birdie Frozen Yogurt right before Covid-19 hit is a strange one — it’s a tale of timing, optimism, and a huge leap of faith that took a drastic turn when the world suddenly changed. It’s funny now, looking back, because I was so excited about my plans and the thought of future expansion, and then everything came to a screeching halt in a way no one could have predicted. But the risk I took to start Birdie just before the pandemic really shaped the company, and I learned invaluable lessons along the way.

Let’s rewind to early 2019. Birdie Frozen Yogurt was my passion project — I’d spent years planning, designing, and refining the concept. The idea was simple: create a place where people could indulge in healthy frozen yogurt, with customizable toppings and a focus on local, fresh ingredients. This was my my first store, and things were going better than I could have hoped. The location was great, and there was little to no competition in the South Florida market.

But then, just as we were starting the buildout, COVID-19 hit. The virus spread globally, and shortly after, lockdowns, social distancing measures, and stay-at-home orders were in full effect. Restaurants were ordered to close, and all non-essential businesses were forced to stop operations. I remember sitting in my retail space, watching the world change rapidly, and wondering, “Did I just make the worst decision of my life?”

It was a terrifying realization. The money I had invested, the loans I had taken out, the time and energy that had gone into planning, all seemed like they might be wasted. No one knew how long the lockdown would last or how long it would take for consumer behavior to recover. The idea of having to pay rent and overheads without the ability to operate was a nightmare.

For a moment, I almost considered pulling the plug. But something inside me told me to keep going. I had already made the commitment, and the community was counting on us. I didn’t want to give up before we even had the chance to see what could come of it. So, instead of backing out, I pivoted and began thinking about creative ways to buildout — even in the midst of a pandemic.

I was finally able to complete the buildout and get the store open. To my surprise, the new store began to gain traction. People were looking for ways to support local businesses. The pandemic had made everyone rethink how they shopped and ate, and frozen yogurt was something that people still craved. The location became a local favorite for dine-in, takeout and delivery, and the community support helped us get through the hardest parts.

By the time the restrictions started to ease, we had a loyal following who appreciated our commitment to keeping things running and offering a safe, enjoyable experience.

That risk, though enormous at the time, ended up being what helped Birdie Frozen Yogurt not just survive the pandemic but actually thrive. I learned that sometimes, timing might be out of our control, but adaptability, determination, and thinking outside the box can turn a crisis into an opportunity.

Looking back, I see that risk as one of the defining moments of Birdie Frozen Yogurt’s journey — a moment that tested our resilience and shaped who we are today. It wasn’t easy, but it turned out to be the right call, even when the world seemed uncertain and unpredictable.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

With a background in finance and accounting, I made the leap into entrepreneurship by starting Birdie Frozen Yogurt because I wanted to combine my passion for creating memorable experiences with my financial expertise. After years in the corporate world, I realized I was more drawn to building a brand and offering a unique product rather than just crunching numbers. Birdie Frozen Yogurt offers high-quality, customizable frozen yogurt made from fresh, natural ingredients, along with a wide variety of toppings to suit all tastes and dietary preferences.

What sets Birdie apart is our focus on quality, community, and sustainability. We’re dedicated to providing a joyful experience for our customers, whether they’re enjoying a treat in-store or ordering for delivery. Our commitment to being eco-friendly and offering healthier options without sacrificing taste makes us a standout in the industry.

I’m most proud of how far we’ve come, especially navigating challenges like the Covid-19 pandemic and growing Birdie into a beloved local brand. For potential clients and fans, I want them to know that Birdie is more than just frozen yogurt — it’s about creating fun, lasting moments with a product we truly care about.

Can you talk to us about how you funded your business?

To fund Birdie Frozen Yogurt, I used a combination of personal savings, stock disposition, and SBA loans. First, I tapped into my savings, which I had diligently built up over the years while working in the financial services industry. However, the total costs were higher than what I had saved, so I made the decision to sell some of my stocks to bridge the gap. Still needing more capital, I applied for a few of SBA loan products, which provided the final funding necessary to cover expenses like leasing, renovations, and equipment. This blend of personal investment and external financing enabled me to bring my dream of opening Birdie to life.

We’d love to hear a story of resilience from your journey.

Although we were a year removed from the pandemic, I saw a big opportunity. A second location, in a nearby area that was starting to experience a boom in foot traffic and residential development, became available. It was a space that had great visibility, ample parking, and was located near schools and parks — the perfect spot to tap into a new customer demographic. It felt like everything was aligning.

However, taking on a second location was a massive risk. We were just a small business, and the cost of expansion — lease, renovations, additional equipment, staff, and marketing — was daunting. We were still driving growth for the first location, and adding a second store would mean doubling down on everything: financial commitments, operational challenges, and the personal toll of managing two stores. There were a lot of unknowns, and I knew if it didn’t work out, the consequences would be serious.

But after a lot of thought, research, and consultation with my mentors, I made the decision to take the leap. I signed the lease for the second location. I was eager to expand, and my instinct told me that the new spot had great potential to make Birdie a household name in the area. I took out a loan to cover renovations, hired extra staff, and planned a soft opening for November — just as the new season of warmer weather was about to kick in a few weeks, which would ideally increase foot traffic.

In hindsight, it wasn’t just a business risk — it was a personal test of resilience. The pandemic taught me that sometimes you have to step out of your comfort zone and pivot quickly to survive. Taking a chance on something completely new was risky, but it turned out to be the best decision I could have made. Our client base for the second location is growing rapidly.

Contact Info:

• Website: https://www.birdiefroyo.com
• Instagram: https://www.instagram.com/birdiefroyo
• Facebook: https://www.facebook.com/birdiefroyopines
• Other: www.instagram.com/birdiefroyopines
  www.facebook.com/birdiefroyopines

Image Credits

Ribbon Cutting Photo- Miramar/Pembroke Pines Chamber of Commerce