Premium chocolate purveyor GODIVA launched its first cafe in America in New York City as part of a global strategy to grow its business fivefold.
The cafe — serving both sweet and savory menu items as well as specialty beverages — will serve as a launchpad for GODIVA to expand into new product categories beyond chocolate gifts and treats.
The chain has locations in Japan, China, Belgium and the Middle East, but the New York location features a refreshed design and new menu items that will be replicated as the chain grows. GODIVA expects to open 10 more cafes in New York State by the end of 2019 and has long-term plans to open more than 400 locations in the U.S.
“This is a very pivotal time for GODIVA as we transition to align with the ever-changing consumer behavior,” says Annie Young-Scrivner, CEO, GODIVA Chocolatier. “We have an aggressive growth plan for the next six years, which includes expanding our footprint to 2,000 cafes worldwide, with a focus on growth in the Americas.”