Case Study Ethel's' Chocolate Lounges

Case Study Ethel's' Chocolate Lounges



Case Study Ethel's' Chocolate Lounges

Ethel M Chocolates established itself two decades ago. In 1911 Frank and Ethel mars collaborated and started selling their chocolates from Tacoma Washington. They emphasized on quality making and selling of chocolates confectionaries, which was passed several generations ago and is still followed closely in every product of Mars, Inc.

During recent years, demand for chocolates by consumers who love cocoa bean has resulted in opening of restaurants, chocolate cafes bars and boutiques have opened up all over the country. The recent incarnation of concepts is McLean by Ethel's chocolate lounge in chocolate confectionaries; it is capitalization of universal love for chocolate, and it provides a warm, inviting and relaxing ambiance. Lounges by Ethel are designed with unique specialization to a newer level, collaborating self indulgence and ambience for the new age of chocolate. (Rankin, 2005).

As depicted by Beth Kimmerle, the author of chocolate, that chocolate is the new coffee. The history of chocolate was staggering $1.5 billion last year and has grown over 20% in the year 2007, surpassing the growth of coffee. In this time, of recession Kimmerle tells us a $1.34 chocolate provides affordable luxury. Even from a medical point of view chocolate has more benefits for instance, the antioxidants in chocolate protect a person from cancer, whereas dark chocolate protects from high-blood pressure and delicious chocolates elevates the mood. (Rankin, 2005).

M&M's chocolate candies, best known as Mars Inc., started its concept of Ethel chocolate lounges in 2005, it has in year 2005 and its existence to 10 storefronts in the area of Chicago ( seven Ethel's retail locations, and three Ethel's chocolate lounges) were in Nevada. At first stores in Nevada operated under the banner of Ethel M., but in order to maintain consistency in March 2007, they were converted to Ethel's brand which depicts more temporary, contemporary and modern Ethel M brand version . Ethel's brand aim is to expand nationally, and consistent to its values it has opened in Chicago a new chocolate lounge in a hotel during the mid of February 2007. Recently in order to diversify its brand Mars has launched Ethel's Os lounges of chocolate. So testing the concept of various locations for its chocolate lounges, Ethel has 21 locations altogether in Chicago, also in airports, malls there are establishing themselves throughout the country. Initially they were only in Chicago area, but now have expanded to locations like Las Vegas and others. (Dakin, 2000).

Each locations square foot differs, but these lounges of Ethel are based on a single floor space, but the Armitage store in Chicago is based on two floors. The chocolate lounges of Ethel invites its guests to relax and enjoy its delicious products, in its chocolate oasis. The goal of the design and ambiance of Ethel is 'to provide a place for chocolate lovers to enjoy their surrounding of warm and relaxing environment'. Which contributes to the overall experience of customers in chocolate sensation “says Phil ...