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GODIVA Branches Out With New Café Concept

GODIVA Branches Out With New Café Concept

Friday, April 19th, 2019

As a kid, I used to give GODIVA chocolates to my teachers as an end-of-year thank you (did that contribute to my good grades? Quite possibly.), so you can imagine my excitement upon hearing the chocolate maven is expanding and bringing its new café concept to the U.S.! Opening its first café location in New York City is part of a larger strategy to roll out the new cafés across the world to deliver both sweet and savory options to the masses. Ready to get in line? I sure am!

Annie Young-Scrivner, CEO, GODIVA"This is a very pivotal time for GODIVA as we transition to align with the ever-changing consumer behavior. We have an aggressive growth plan for the next six years which includes expanding our footprint of 2,000 cafés worldwide with a focus on growth in the Americas," said Annie Young-Scrivner, CEO. "We are very excited, as the opening of the GODIVA café in New York City is a major milestone for us. We look forward to becoming a part of our consumer's daily life—whether it be breakfast, a midday snack, or a sweet afternoon treat, and creating a destination that they want to visit in order to treat themselves beyond the usual holiday or special occasion."

According to the press release, the new cafés are part of the company’s fivefold growth plan set to unfold over the next six years. This new strategy aims to position GODIVA as more than just a purveyor of formal chocolate gifting products, but an every-day treats destination.

GODIVA cafés currently have locations in Japan, China, Belgium, and the Middle East, but the New York City location is its first ever in the U.S. The company plans to open ten more cafés in the U.S. by the end of 2019 as part of its larger plan to open 2,000 locations worldwide, with over 400 planned for the Americas.

Featuring a refreshed design, the New York café will deliver a wide array of innovative menu items like the Croiffle™, a buttery croissant pressed in a hot waffle iron

Featuring a refreshed design, the New York café will deliver a wide array of innovative menu items like the Croiffle™, a buttery croissant pressed in a hot waffle iron that is making my heart skip a beat. The unique treat is available in six flavors including Three Cheese; Bacon, Egg, & Gouda; and GODIVA dark or milk chocolate—for under $6 each. GODIVA’s Executive Chef Chocolatier, Thierry Muret, has created a new menu incorporating the company’s Belgian roots and innovative food trends. Other café offerings include the signature Chocolixir, a decadent cold blended drink, and baked items like Belgian liege waffles and chocolate inspired cookies—in flavors like white raspberry oatmeal and dark chocolate lava cake—along with sandwiches and salads. The menu will also feature trendy GODIVA Mochas and GODIVA affogatos with soft serve and more.

The new café is located at 560 Lexington Avenue in New York City and officially opened on Thursday, April 18. The store’s operating hours are 6 a.m. to 9 p.m., giving customers ample time to enjoy a GODIVA treat throughout the day.

Will the chocolate experts complete their mission of expansion? Deli Market News will keep you updated.