Belgian chocolate-maker Godiva will start over 2000 cafes during the next six years as part of a wider plan to grow the company fivefold.
The expansion strategy will see the 90-year-old confectioner provide a menu of sweet and savoury food and specialty drinks, including a recently developed signature thing, called the”Croiffle”, a croissant pressed in a waffle iron with a number of fillings, such as three egg or cheese and bacon and mochas and affogatos.
This marks a change from Godiva’s present cafe concept, which works in Japan, China, Belgium and the Middle East, and provides a launch pad for its brand to move beyond its iconic gold boxes of chocolate to new product categories, the company said in a statement.
Godiva debuted the brand new cafe concept in New York City last week, where the first place opened at 560 Lexington Avenue. Ten cafes are slated to start in New York at the end of 2019, according to the company, which is privately owned by Turkish Yildiz Holding AS, with 2000 locations planned internationally. Over 400 of them are intended for the Americas.