I liked it! Mind you, I am not a fro-yo snob. Not in the least bit. The only frozen yogurt I had until last year was from TCBY or DQ. The only other chain I've been to besides TCBY is Golden Spoon. So, the U-Swirl. It is self serve, which I love. I can have tons of different tastes, so this fit me pretty well. It was very clean even though it was busy and there were a lot of families there. The service was also pretty quick. \nI like the selection of toppings, from fruit to cereal (captain crunch makes anything better). The yogurt tasted very good, and not too artificial (the red velvet tasted exactly like cake, and was very very rich). I thought the price was pretty good $.36/ounce, but then again, I've not been to a lot of fro-yo places. I paid less here than I do for the same amount at Golden Spoon or a place like Coldstone, so I was happy.