Godiva is looking past its iconic gift box of candy.
The Belgium confectioner is rolling out 2,000 cafes during the next six decades that will serve a whole menu of items such as the croiffle, a croissant and waffle hybrid that’s filled with fillings like cheese or chocolate and pressed on a waffle iron. Other items include an enlarged list of java and a collection as well as grab-and-go items like yogurt parfaits and sandwiches.
The cafes mark Godiva’s foray into prepared meals. The first one officially opens in Manhattan Wednesday and is currently a part of an ambitious growth plan spearheaded after serving as a leading executive at Starbucks by CEO Annie Young-Scrivner, who shot over Godiva’s helm at 2017. Her aim: to maximize its revenue fivefold by 2025.
The company owned by Turkish Yildiz Holding AS, doesn’t report profits or sales but based on reports, Godiva has been about a $1 billion company in 2017. It expects 40% of its sales to come from the cafes at the following five decades. One-third of the new cafes are going to be at the U.S.
Godiva sees earnings opportunities in the Middle East and Asia, in which shoppers prefer to sit down to eat instead of grab-and-go alternatives, based on Young-Scrivner.
Currently, about 800 stores in 105 nations works. But the cuisine is limited as chocolate-covered berries boxed chocolates and ice cream. Coffee can be found in some Godiva shops.
Godiva would like to become more than only a gift choice for Valentine’s Day or the holidays.
“We have a stronghold on formal gifting but we want to enlarge to regular consumption,” said Young-Scrivner at a phone interview with The Associated Press.
A number of the conventional shops will be converted into cafes, however Godiva is currently looking beyond malls and will also have stand alone storefronts and airport locations. Young-Scrivner stated she considers Godiva cafes will stick out amid the proliferation of coffee outlets due to its tradition which goes back to 1926 as well as its top quality items.
Thierry Muret chef chocolatier in Godiva, says he has been analyzing beverages and food for the menu for a year. He stated it took eight weeks to find the right blend of java that would have the undertones of chocolate, for example.
Each of those cafes are going to have the menu but will likely be tailored into the tastes of the region. Muret is trying to balance consumer requirements for newly prepared food that does not take much time to produce.
“Everybody runs, nobody has enough the some time in their lives. We wanted to respect that,” he said. “But we wanted to provide Belgium goodness to individuals.”
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