This paper has as main objective to suggest to company Y the best way on which to expand its frozen yogurt retail business in Rio de Janeiro s market. To reach this objective, it was initially studied the industry in which the frozen yogurt business, a kind of fast food, is inserted, based upon Michael Porter s theory of structural analysis for industries and competition. The next step was to describe the main features of three different viable expansion models, in this case: expansion through company-owned stores, through franchised stores or through a plural form. This last model, being a hybrid system, featured by the coexistence of franchised stores and company owned stores. Throughout this work the main strengths and vulnerabilities of each of these models applied to the frozen yogurt business are presented and in the end the most appropriate expansion strategy for the business is suggested, based upon the analysis and criteria adopted.