The Green Tree-based owner of Vocelli Pizza has acquired the Sincerely Yogurt chain of 23 frozen yogurt franchises with plans of expanding the concept overseas.

Ablak Holdings, led by Vocelli founder Varol Ablak, took over Pittsburgh-based Sincerely Yogurt on Jan. 1. The purchase price wasn't disclosed, but Ablak said the chain generated sales of $6 million last year.

While the self-serve frozen yogurt business has boomed in recent years as Americans turned to healthier dessert options, that growth is beginning to slow, Ablak said. But the appetite for U.S. franchises in international markets is strong, he said.

“The biggest thing overseas is American brands,” he said. “U.S. franchises are exploding overseas.”

Ablak bought Sincerely Yogurt from Pittsburgh investors Michael Mathias, Craig Cozza and Fernando Esquivel. The trio purchased the company in June 2014. Attempts to reach the former owners were unsuccessful.

Sincerely Yogurt has 20 stores in Pennsylvania, two in Ohio and one in Mexico. Ablak is in discussions with the operator of the Mexican franchise to expand throughout that country. Ablak, who immigrated to the United States from Turkey as a child, said he also is talking to potential franchisees in the Middle East.

Ablak expects Sincerely Yogurt to add 10 franchises this year, about half of which will be outside the United States. The company also plans to build a company-owned store in the Pittsburgh area to serve as a training and recruitment center for franchise owners, he said.

Ablak, who founded the 95-restaurant Vocelli Pizza chain in 1988, formed his holding company in 2009 to acquire additional franchise brands. The company also owns V3 Flatbread Pizza, a fast-casual restaurant concept; Zing Basket, a grocery delivery service; and Rock 'n' Joe Coffee, a chain of coffee shops Ablak acquired two years ago that is beginning to expand in Pittsburgh.

Rock 'n' Joe has five franchises in northern New Jersey and will open a store in Western Pennsylvania this week. Ablak has an agreement with a franchisee to open coffee shops in northern Virginia as well, he said.

“We believe there's great opportunity on the coffee end,” he said.

Ablak declined to provide financial figures for the holding company but said he expects revenue growth of 20 to 25 percent over the next three years.

Alex Nixon is a Tribune-Review staff writer.

---

Copyright ©2025— Trib Total Media, LLC (TribLIVE.com)

---