Cheers for chocolate

Date: 12/08/2010

Max Brenner has opened a chocolate café in Caesars Palace, Las Vegas. My initial thought was that it seems to be a good fit, the extravagance of a chocolate café with the excesses of Vegas. That was before I realised the extent of the existing brand. It already has two other cafés in the US, 19 in Australia, two in the Philippines, two in Singapore and six in Israel. Suddenly Cadbury’s idea of a range of UK chocolate cafés, which was debated back in April, didn’t seem so inventive.

There will be quite a difference. Cadbury proposed a range of high street chocolate shops, similar to coffee shops, with bargain afternoon teas and presumably vast quantities of Dairy Milk and Cadbury-themed merchandise. Max Brenner, while still having a strong element of fun, is vast, opulent and decadent and incorporates both a restaurant, chocolate shop and a full bar. I like the concept! Now we just need some of them in Europe, as well as taste events for the press, naturally.

All the best,

Katrine Kjoeller
Confectionery Production
Katrine@bellpublishing.com