Tuesday, October 5, 2010

Cadbury - brand extension into chocolate-themed cafe chain

Recently I wrote about Cadbury's Spots VS Stripes campaign. Now I want to mention another interesting launch by this much loved British chocolate brand. Cadbury's will open up cafes called Cadbury Cocoa House which will be Cadbury branded, traditional English style cafes where you can expect to enjoy a delicious afternoon tea, along with a range of Cadbury-themed goods.

According to BBC Cadbury says it has been planning the move for some time and negotiations are already underway for sites and the first outlets - in London - could be open for business before the end of the year. However, Cadbury stressed that it was "very early days" for the plan. The plans are part of a joint venture with retailer Harrods. Spokespeople say: "We want to build on the Cadbury heritage and the British heritage of Cadbury. All food will be sourced from the UK where possible, and we will really develop that heritage of the brand - from fireplaces and fireside chairs to traditional English afternoon teas."

This is an interesting move by Cadburys and I will be keen to follow the developments. Moving from product brand to service brand is a challenge, not just because the business model is entirely different, but also because the consumer interactions are in many ways more challenging. A service is customised and the service experience is highly dependant on the situation. The challenges are way different from the world of product retailing. And the delivery of the total brand experience is paramount to success. Let's follow this one!

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