Chocolate and chit chat

Chocolate and chit chat
Ethel's chocolate lounge invites customers to sit back, relax and enjoy the chocolate

By Jessie Bove, Associate Editor
February 01, 2008

Courtesy of ethel's chocolate

In recent years, chocolatiers have picked up on consumers' fond sentiments for the cocoa bean and have begun opening chocolate cafés, restaurants, boutiques and bars across the country. One of the latest concepts to hit the chocolate scene and capitalize on this (nearly) universal love for chocolate is McLean, Va.-based Mars Inc.'s creation: ethel's chocolate lounge. With a warm, relaxing and inviting ambience, ethel's lounges are taking specialization to the next level, fusing together entertainment and self-indulgence for the new age of chocolate.

Mars Inc., best known for its M&M's chocolate candies, debuted this chocolate lounge concept in 2005 and has since expanded its presence to include 10 storefronts in the Chicago area and 10 (three ethel's chocolate lounges and seven ethel's retail locations) in Nevada. Formerly, the Nevada stores operated under the ethel M banner, but to maintain a brand consistency, they were converted beginning in March 2007 to the ethel's brand—a more modern, contemporary version of the traditional ethel M brand. The company has plans to expand the ethel's brand nationally and will open a new chocolate lounge in Chicago's Renaissance Hotel in mid-February.

While the square footage varies based on location, most lounges are single-level spaces, with the exception of the two-story Armitage store in Chicago. Designed to be a sort of "chocolate oasis," ethel's chocolate lounge invites guests to relax and savor its delectable products, as well as linger on its plush chairs and sofas. "The goal during the design process is to provide a place for chocolate lovers to savor their experience by offering a warm, relaxing environment to contribute to their overall chocolate experience," says Phil Levine, spokesperson, ethel's chocolate lounge. Some of the original lounge design was done in-house, as well as by Seattle-based J'Amy Owens Group, which also worked on the brand strategy. Ethel's then engaged RGLA Solutions Inc.'s Chicago office to bring the conceptual design of their new chocolate lounge to life, developing the design concept into a rollout program. The scope of the project included architectural and engineering documentation, landmark council and zoning submittals, construction administration and vendor coordination.

Part candy-land, part coffeehouse, ethel's lounges offer an experience that some might compare to a Starbucks or a wine bar—serving as destinations to relax and indulge, with friends or alone. "The original concept was that it's a place to 'chocolate and chit chat,'" says Randy Sattler, principal, RGLA. "Chocolate is the main feature, and experiencing chocolate in different ways is a key component to the design."

Aiming to position itself as the leader in innovative, artisan gourmet chocolate, ethel's allows customers to personalize the experience by selecting chocolates that reflect their individual tastes. "We offer no 'mystery middles,'" Levine gests. "So you will always know what you are tasting." All lounge associates are trained as chocolatiers to ensure their expertise in the field. "Artisan chocolate is also a work of art, so there is an experience that transcends just the traditional tasting of gourmet chocolate," Levine notes.

An overall pink and brown color scheme permeates each chocolate lounge, from the pretty product packaging down to the finishes and upholstery. The pink and brown motif was selected to create a warm and inviting atmosphere, as well as for its appeal with ethel's core customer demographic—women ages 25-50 (although Levine is quick to point out that chocolate lovers have no limits of age or gender). Deep reds, warm orange tones and rich velvety browns punctuate the space, along with pink shades ranging from soft and pale to bright and fun. Deep chocolate-brown flooring is a combination of tile in the food prep areas and carpet in other areas to play up the lounge feel.

Graphics play an important part in the whole concept, Sattler explains. Chocolate sayings—such as "Chocolate is its own reward," "Chocolate is the new black" and "Chocolate…the alternative to shoe shopping"—decorate the walls. In addition to the comfortable chairs and sofas, the chocolate lounges also offer small tables for intimate conversation. "The idea is to create an environment that is inviting to all chocolate lovers to savor the senses—touch, smell, taste and sight—which are in turn reflected in both the store design and artisan products," Levine says.

Once inside an ethel's chocolate lounge, customers are immersed in all things chocolate. "When people walk into our chocolate lounges, we want their reaction to be happiness and chocolate joy, laughter at the chocolate wisdom posted on our walls, as well as overall comfort and a feeling of welcome," Levine says.