Belgian chocolatier Godiva has revealed plans to increase its Godiva Cafés network fivefold by 2024.
Its ‘5X’ strategy includes opening 2,000 outlets worldwide as the company focuses on both F&B and the confectionery category in travel retail.
A pop-up Godiva Café opened at Penn Station in Manhattan, New York last month. It featured a new menu focused on a ‘beyond chocolate’ offer which includes sweet and savoury snacks, croissant waffles and Godiva Mocha.
Another Café is scheduled to open in New York in April. Godiva said further outlets will open in city locations and in airports in the coming year.
Godiva will outline its growth plan during this month’s Summit of the Americas (Booth 309). It will also highlight its limited-edition Carnival Collection, the travel retail-exclusive Chocolate Domes and 18-piece Chocolate Carnival.
Godiva Channel Marketing Director Leen Baeten said the Americas continues to be a priority market for both domestic and duty free business.
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The company also organises the annual Airport Food & Beverage (FAB) Conference & Awards. Last year’s FAB took place on 20-21 June in Helsinki. FAB 2019 will be held at Dallas Fort Worth International Airport on 26-27 June.