Marcus Harris owns Extreme Yogurt, which is next to Mt. Fuji and Extreme Heat, which he also owns.
Harris is specifically targeting Tutti Frutti's business with his concept's pricing, self-serve aspect and seating.
"This is my idea, but it's a similar concept," he said of the two-week-old business.
Bruce Patel owns the two Tutti Frutti franchises in Tupelo. The first location opened in June in the Crye-Leike Plaza on North Gloster Street with Lost Pizza and Mist, and the other opened last month inside the food court at The Mall at Barnes Crossing. He's in the process of opening others in Pearl, Texas and Ohio.
Tupelo's original frozen yogurt business is Yummy Yogurt, which opened more than 20 years ago. The business is on South Industrial Road in Willow Bend Shopping Center. Yummy Yogurt charges by the cup size.
Tutti Frutti sells frozen yogurt for 49 cents an ounce, with the price dropping to 39 cents on Tuesdays. The pricing at Extreme Yogurt is 45 cents an ounce.
The stores are both set up similarly - a longer store with cups in the far back, self-serve machines along the wall, toppings toward the front and the checkout at the very front.
The yogurt flavors change each day at both locations.
Harris did change things up from his competitor by putting some of the toppings in dispensers mounted to the wall. He also has machines that allow the flavors to swirl together.
Plus, he added more seating inside and outside. All together, he has seating for 44 customers.
Extreme Yogurt is open from 11 a.m. to 11 p.m. every day. Harris said he is still hiring, but he plans to have eight to 12 employees total. The business' phone number is (662) 205-4256.