In a recent blog entry “4” I described my version of must haves for any start up opportunity. One of these was was Theatre At Transction. While wondering through Melbourne I came across a perfect example. The store is called KoKo Black.
They have been written up previously on Springwise. This small firm knows the leverage of the theatre.
At 11am on a Saturday morning there were more than 20 people watching a brand being built, literally. By the time I got my camera out the crowd had dissipated . But you can see the concept. Koko Black have managed to do what Cadbury couldn’t conceptualise.
They only do chocolate. That’s it. But they are the experts. Classic single minded proposition. All five senses in action at retail level. Eat in or takeaway. Breakfast lunch and dinner, chocolate is the only thing on the menu. Their retail concept is very clever. They have a viewing bay where you can watch the gourmet chocolatiers in action. After all old is the new new. The emotional connection is made in a way that can’t be done with TVC’s and interuption marketing.
The net result is a price of beyond $100 a kilo. While old world cadbuary languages at $12 per kg. Who do you think will profit in this category in the future, the specialists or Mr Glass and a Half? In an obese world, the treat from the specialist will win every time.
If you’re in Melbourne go and check them out in the City, Carlton or Chadstone. A lot of great learnings for any entrepreneur.
This reminds me of the viewing bay for the candy making store!
It’s interesting that I haven;t seen it anywhere where I am currently (texas)
Hmmmm now that’s an idea…..