NEW YORK — Godiva is looking beyond its iconic gold gift box of chocolates.
The Belgium confectioner is rolling out 2,000 cafes over the next six years that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid that’s stuffed with fillings like cheese or chocolate and pressed on a waffle iron. Other items include an expanded list of coffees and a new collection of teas as well as grab-and-go items like sandwiches and yogurt parfaits.
The cafes mark Godiva’s foray into prepared meals. The first one officially opens in Manhattan Wednesday and is part of an ambitious growth plan spearheaded by CEO Annie Young-Scrivner, who took over Godiva’s helm in 2017 after serving as a top executive at Starbucks. Her goal: to increase its revenue fivefold by 2025.
The company, privately owned by Turkish Yildiz Holding AS, doesn’t report sales or profits but according to reports, Godiva was about a $1 billion business in 2017. It expects 40% of its total sales to come from the cafes in the next five years. One-third of the new cafes will be in the U.S.