Godiva moves beyond chocolate to open 2,000 cafes

Combined Shape

NEW YORK (AP) — Godiva is looking beyond its iconic gold gift box of chocolates.

The Belgium confectioner is rolling out 2,000 cafes 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 cafes mark Godiva’s foray into prepared meals. The first one officially opens in Manhattan Wednesday and is part of an ambitious growth plan spearheaded by CEO Annie Young-Scrivner, who took over Godiva’s helm in 2017 after serving as a top executive at Starbucks. Her goal: to increase its revenue fivefold by 2025.

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 cafes in the next five years. One-third of the new cafes will be in the U.S.

Godiva sees big sales opportunities in Asia and the Middle East, where shoppers prefer to sit down to eat instead of grab-and-go options, according to Young-Scrivner.

Trending:
CNN's Don Lemon Fails to Get Guest to Take 'Bait,' Instead Gets Contradicted on Slavery

Currently, the confectioner operates about 800 stores in 105 countries. But the fare is limited to such items as boxed chocolates, chocolate-covered strawberries and ice cream. Drip coffee is available in some Godiva stores.

Godiva wants to be more than just a gift choice for Valentine’s Day or the holidays.

“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.

Some of the traditional stores will be converted into cafes, but Godiva is looking beyond malls and will also have stand-alone storefronts and airport locations. Young-Scrivner said she believes Godiva cafes will stand out amid the proliferation of other coffee outlets because of its heritage that goes back to 1926 as well as its top quality items.

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.

Each of the cafes will have the core menu but will be tailored to the international region’s tastes. Muret is also trying to balance consumer demands for freshly prepared food that doesn’t take too long to make.

“Everybody runs, no one has time in their lives. We wanted to respect that,” he said. “But we wanted to give Belgium goodness to people.”

___

Follow Anne D’Innocenzio: http://twitter.com/ADInnocenzio

The Western Journal has not reviewed this Associated Press story prior to publication. Therefore, it may contain editorial bias or may in some other way not meet our normal editorial standards. It is provided to our readers as a service from The Western Journal.

Truth and Accuracy

Submit a Correction →






We are committed to truth and accuracy in all of our journalism. Read our editorial standards.

Tags:
The Associated Press is an independent, not-for-profit news cooperative headquartered in New York City. Their teams in over 100 countries tell the world’s stories, from breaking news to investigative reporting. They provide content and services to help engage audiences worldwide, working with companies of all types, from broadcasters to brands.
The Associated Press was the first private sector organization in the U.S. to operate on a national scale. Over the past 170 years, they have been first to inform the world of many of history's most important moments, from the assassination of Abraham Lincoln and the bombing of Pearl Harbor to the fall of the Shah of Iran and the death of Pope John Paul.

Today, they operate in 263 locations in more than 100 countries relaying breaking news, covering war and conflict and producing enterprise reports that tell the world's stories.
Location
New York City




Conversation