The Chocolate Room expands: Canada, US, UK

A master franchisee for The Chocolate Room in the US and Canada is hoping to replicate the success of the Indian expansion, which has seen a network of 35 stores built in less than four years.

The first store in Canada, near Toronto, is set to open this week, with an outlet in Virginia scheduled for an opening in January 2012.

The Chocolate Room's UK master franchisee plans to launch the Aussie brand in London next March.

Jim Richardson, founder of The Chocolate Room, described the Indian growth as "extraordinary". "The master has been quite aggressive in marketing and he plans to have nearly doubled his stores to 60 by the end of next year."

Now Richardson is turning his attention to the Australian market, which has been slower to develop. There are five outlets in Sydney, and one in Queenscliff near Geelong where the business is based.

A distinctive part of the business is the choice of 23 chocolate flavours sourced in Italy, Richardson said. Centralised distribution sees non-perishables delivered direct from Italy or Australia.

"The big news is that with 40 stores we now have terrific buying power," said Richardson. "We are getting crockery made in China which we could never do before. Now the scale of economy is working in our favour."

This will benefit franchisees coming into the business. The turnkey cost for a franchise is from $180,000 to $250,000 depending on size and location of the outlet and Richardson has "a loose target" of another four or five outlets for the Australian network next year.

"I'm looking for people with a sense of ownership, who will follow guidelines, who love chocolate above all, and understand running this business is hard work."

Article posted by Spencer Samaroo, Managing Director, Moo-Lolly-Bar
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Source and Photo: Franchise.Net