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In 1981, Frank D. Hickingbotham opened the first TCBY in Little Rock, Arkansas.TCBY began franchising the following year, and by 1984 there were over 100 stores. Prior to 1984, the company's name was "This Can't Be Yogurt," but a lawsuit from a competitor, I Can't Believe It's Yogurt!, forced TCBY to create a new name from its initials, eventually using "The Country's Best Yogurt".