Godiva is looking beyond its iconic gold gift box of chocolates as it eyes massive expansion plans.
The Belgium confectioner is rolling out 2,000 cafés over the next six years that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid that's stuffed with fillings like cheese or chocolate and pressed on a waffle iron. Other items include an expanded list of coffees and a new collection of teas as well as grab-and-go items like sandwiches and yogurt parfaits.
The company, privately owned by Turkish Yildiz Holding AS, doesn't report sales or profits but according to reports, Godiva was about a $1 billion business in 2017. It expects 40% of its total sales to come from the cafés in the next five years. One-third of the new cafés will be in the U.S. Currently, the confectioner operates about 800 stores in 105 countries. But the fare is limited to boxed chocolates, chocolate-covered strawberries, ice cream and drip coffee."We really have a stronghold on formal gifting but we want to expand to everyday consumption," said Young-Scrivner in a phone interview with The Associated Press.Starbucks just opened a Reserve Roastery in New York that has a full cocktail bar and is almost 13 times the size of the average Starbucks.
Thierry Muret, executive chef chocolatier at Godiva, says he's been testing food and drinks for the new menu for a year. He said it took eight months to get the right blend of coffee that would have the right undertones of chocolate, for example.
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