“Yes, it’s that good…”

100 S. Water St., Milwaukee

(414) 223-0277


Sunday-Thursday 11 a.m.-10 p.m.

Friday and Saturday 11 a.m.-11 p.m.

Opened a couple years ago on the edge of Milwaukee’s Historic Third Ward, MyYoMy! offers build-your-own, high-quality frozen yogurt creations. With 10 flavors always ready to be dispensed, MyYoMy! also serves freshly prepared toppings, including fruit, candy and nuts for truly customizable treats. Sugar-free and non-fat options are always available. As a welcoming neighborhood gathering place, the store offers indoor and outdoor seating and is open year-round.


V and J Investments, LLC (VJI) – a company started by alumna Dr. Valerie Daniels-Carter (M.S. Management, ’83; Honorary Doctor of Humane Letters, ’06) and her brother, attorney and Quarles & Brady Chairman Emeritus John Daniels, Jr., and affiliated with V&J Holding Companies, Inc. – owns the MyYoMy! brand.

Her backstory:

Daniels-Carter always dreamed of running her own business, so she began researching franchises in the early 1980s. Having earned a bachelor’s degree in business administration, gained some work experience in the banking and mortgage insurance industries, and enrolled in her master’s degree program at Stritch, Daniels-Carter applied for her first Burger King franchise.

Starting with that one Burger King location in 1984, Daniels-Carter, co-founder, president and CEO of V&J Holding Companies, now heads one of the largest black-owned and female-owned fast-food operations in the country. Today, V&J Holding Companies owns 137 franchise locations, including Burger King, Pizza Hut, Häagen-Daz, and Coffee Beanery stores. The company also shares joint ownership of 11 of their 21 Auntie Anne’s pretzel stores with former NBA star Shaquille O’Neal. V&J franchises are located in six states, including Wisconsin, New York, Massachusetts, Michigan, Minnesota, and Ohio. The company employs more than 5,000 people nationwide and continues to grow.


In 2012, Daniels-Carter wrote “Hard Work and Charity,” a piece for the New York Times describing her upbringing and rise in business.


Most popular dish at MyYoMy!:

Each customer’s personal creation varies greatly, so there’s no way to define a single favorite. The shop sells 15 yogurt flavors that regularly change, and they can be mixed and topped with candy, fruit or salty favorites.

Her favorite flavor:

Birthday cake. As for toppings, “It depends on how I feel on any given day.”

Secrets to her success:

Great people, great product: “According to Daniels-Carter, a successful franchise business must have great people, individuals who are committed to superior results, a great location and a product that people are willing to pay for. Most important is the owner’s responsibility for equipping those committed individuals with the tools that make them successful.” (from a story that appeared on the Madame Noire website)

Support: Daniels-Carter also credits the phenomenal support of her late husband, her extended family and, in particular, her parents, who helped motivate and inspire her.

Faith: As a self-described “God-fearing woman,” Daniels-Carter wrote the 2010 book “Your Business is His Business,” a guide to becoming a successful entrepreneur and a successful servant to God.

Business philosophy:

The corporate motto is “YATSE” (You Are The Standard of Excellence).

“Our mission at V&J is to provide an excellent standard of customer service to each and every customer served on each and every visit. We will be the ‘absolute’ in our industry. We are the standard by which all others should be measured when it comes to superior hospitality, service, cleanliness, quality and value.” (from the V&J website)



  • Essence Magazine’s top 50 most admired African-Americans in the United States, joining the company of Oprah Winfrey and Colin Powell

- 2006 Business Woman of the Year, Frazier Network

- Northwood University, Distinguished Business Leader Award

- Trailblazer Award, North Milwaukee State Bank

- Entrepreneurial Spirit Award, Multicultural Prism Awards

- Essence Magazine’s Top 10 Black Female Entrepreneurs

- Black Enterprise magazine’s Women of the B.E. 100

- The Heritage Award from Spiritual Perspective

- Business Award given by the National Rainbow Coalition

- Top 500 Women-Owned Businesses (Working Woman Magazine)

- Top 200 Restaurants in the U.S. (Restaurant Finance Monitor)

- Black Enterprise (Wealth for Life) January 2014

- 2008 National Restaurant Association Restaurant Neighbor Award Winner (see a video of Daniels-Carter’s accomplishments and contributions)

Civic involvements:

  • President of Milwaukee World Festival, Inc. (the parent organization for Summerfest)

- President of the Minority Franchise Association of Burger King Corporation

- Executive Board Member of the National Franchisee Association

- Board Member of Firstar Bank, Auto Club Group, AAA of Michigan and Wisconsin

- Active involvement with her church, both locally and nationally

- Helped fund the Mother Kathryn Daniels Conference Center for Community Empowerment and Reunification. Named for her mother, the center houses the state’s largest Boys and Girls Club, a loan center, and a wellness facility offering affordable healthcare.

- First African-American women elected to serve on an NFL Board of Directors with the Green Bay Packers in 2011

- Long-time supporter of two orphanages – one in Kenya, one in Ghana – after serving as a White House delegate to Africa in 1992.

Stritch connections:

In recognition of her community contributions both professionally and personally, Cardinal Stritch University awarded Daniels-Carter a Distinguished Alumni Award for Professional Achievement in 1993 and an honorary doctorate in 2006.

Future plans:

MyYoMy! is the first brand Daniels-Carter has owned. V & J Investments plans not only to open additional locations in Wisconsin, but to empower others by offering franchise opportunities to young entrepreneurs. “This allows them to come in and garner the learnings from my 32 years of experience.” Daniels-Carter sees this as an opportunity to leave a legacy through mentoring a new generation of entrepreneurs.

Summing it up:

“When I give motivational talks today, I tell people not to let anyone keep them from their dreams.” (from the New York Times story)