Changing the Game with Thor's Skyr
Introducing Icelandic Skyr Yogurt to the Sunny Arizona Climate
Four years ago, entrepreneur Unnar Helgi Daniélsson embarked on a mission. Leaving the sun-baked city of Phoenix behind, Unnar set his sights on Central Arizona, aiming to bring a taste of Iceland to Americans. His chosen tool? None other than skyr, a traditional Icelandic dairy product that's been sustaining the Nordic nation through harsh winters for centuries.
"An Icelandic skyr game-changer is shaking things up in the Valley with traditional, protein-packed fare," announced the Phoenix New Times.
And the later arrivals have been lavishing praise on Thor's Skyr, with the young and fabulous like supermodel Barbara Palvin and actor Dylan Sprouse embracing the concentrated fermented milk concentrate from eastern Iceland -- the lifeblood of a nation yarned about in legends.
Embracing the Unfamiliar
But for many Arizona natives, skyr remains a mystery, and Daniélsson is no strangers to explaining the stranger-than-strangers concept. "It's basically fermented milk," he explains, trying to paint a mental picture for locals who might as well be imagining deep-fried Snickers bars, a delicacy equally bizarre to Icelanders. Yet Daniélsson is quick to remind patrons of the benefits that have helped Icelanders survive through their long, frigid winters: high protein content, low sugar levels, and a hearty, healthy punch that fills you up.
From Roots to Retail
Thor's Skyr's business model was initially designed for retail shelves. However, Daniélsson had loftier dreams, zeroing in on opening restaurants inspired by Icelandic heritage. Appropriately, the brand received its thunderous moniker, honoring the Norse god of thunder and symbolizing loyalty and bravery – a perfect representation of Daniélsson's ambitions.
Unnar is no stranger to the entrepreneurial grind. In 2013, he took his first leap with Joe & the Juice in Iceland. With Thor's Skyr, he's drawing on his knowledge, experience, and network to shake things up yet again. His secret weapon? A former Idaho senator, who also happens to be the CEO of popular PitaPit chain boasting more than 600 locations across the U.S.
The Desert Bar Surprises
Summers in Arizona can be blazing, but Thor's Skyr restaurants are keeping things cool – and fun. Daniélsson laughs, "We're keeping it casual for now – at least until we're a full-on business suited in boardrooms!" As the weather cools, expect an influx of new locations, Potentially in collaboration with LA Fitness gyms all across the city.
"I'd be surprised if people didn't know what skyr was," Daniélsson says, chuckling at the predicament. But he's quick to point out, "Well, it's exciting to introduce something Icelandic to the neighborhoods. People seem to love the Iceland connection, and it's catching on!"
Crafting an Icelandic Story in America
Question: Is it challenging to open an Icelandic restaurant in the U.S.?
"Not at all," Daniélsson insists. "It's much more straightforward than you might think. I've even given talks at Íslandsstofa encouraging other entrepreneurs to go for it – it hasn't been nearly as difficult as it looks."
The reception in Arizona has been warm and welcoming, prompting Arizona-based morning show, "Good Morning Arizona," to devote a live segment to it. "It's finding us," Daniélsson points out.
Evidence of Thor's Skyr's charm is clear: the locations are a vibrant burst of Iceland's flag colors, drawing curious passerby's in and delighting in the unique taste of this creamy, Icelandic import.
Expansion on the Horizon
"We're a skyr company – and we're growing!" Unnar exclaims. His sights are set on ever-expanding horizons. The Smart Skyr Bars project, for example, involves self-serve skyr bars strategically placed in offices and public spaces, restocked daily with ready-made skyr bowls and other healthy, fast-food options. His goal? "To be everywhere," he laughs.
Franchising seems to be the logical next step, with the potential of partnering with like-minded entrepreneurs to bring the one-of-a-kind Thor's Skyr experience to neighborhoods across the U.S., coast to coast.
As Thor's Skyr forges ahead in the sun-drenched southwestern U.S., it's clear that Unnar Daniélsson is doing more than building a brand – he's chiming in with a piece of rich Icelandic culture, one creamy, protein-packed bite at a time.
- Unnar Helgi Daniélsson envisions expanding Thor's Skyr, with plans for self-serve skyr bars in offices and public spaces, aiming to be "everywhere."
- Franchising seems to be the next logical step for Thor's Skyr, with potential partnerships with like-minded entrepreneurs across the U.S.
- The growing popularity of Thor's Skyr is evident in the vibrant, flag-colored locations attracting curious customers, drawn to the unique taste of Icelandic skyr.
- The Arizona-based morning show, "Good Morning Arizona," recently featured Thor's Skyr, reflecting the warm reception and growing interest in the Icelandic restaurant.
- For many natives in Arizona, skyr remains a mystery, prompting entrepreneur Unnar Daniélsson to continue educating locals about the protein-packed, fermented milk product.
- Not only did Dylan Sprouse and supermodel Barbara Palvin embrace Thor's Skyr, but Daniélsson has also garnered support from a former Idaho senator, the CEO of PitaPit chain, to help shake up the Arizona food-and-drink scene.
