Godiva—yes, that Godiva—is consciously getting a tad less snooty.
The designer chocolate chain, known for its pricey products and highbrow attitude, this summer has opted to appeal to something a bit closer to the average consumer with a product that some might call the great equalizer: soft serve.
Ok. OK. It's Godiva, so it costs $6, about twice the cost you'd pay for soft serve ice cream at DQ. But for the first time, the Belgian chocolate specialist this week began to sell cones and cups with soft serve made from its dark chocolate, white chocolate or, if you prefer, a twist.
For Godiva, it's about evolving from a place where rich folks go for fancy gifts at Christmas, to a place where regular folks might want to go now and then to get an indulgent snack for themselves. The company, with 225 boutiques in the U.S. and another 275 outside the U.S., is eager to broaden both its product mix and its customer base.
"Godiva wants to show a better sense of approachability than we have in the past," says Michelle Chin, vice president of North American marketing at Godiva. Among other things, that means reaching out not just to well-to-do women in the 35-and-up target group, but more broadly to Millennial women and also to men. So, several weeks ago, it also rolled out a frozen, blended beverage, Trufflelata, made with Truffles. That one, which comes in six chocolate flavors, also costs $6.