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Godiva moves beyond chocolate to open 2,000 cafes

Updated : April 17, 2019 05:06 PM IST

Godiva is looking beyond its iconic gold gift box of chocolates.The Belgium confectioner is rolling out 2,000 cafes over the next six years that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid that's stuffed with fillings like cheese or chocolate and pressed on a waffle iron. Other items include an expanded list of coffees and a new collection of teas as well as grab-and-go items like sandwiches and yogurt parfaits.The cafes mark Godiva's foray into prepared meals. The first one officially opens in Manhattan on Wednesday and is part of an ambitious growth plan spearheaded by CEO Annie Young-Scrivner, who took over Godiva's helm in 2017 after serving as a top executive at Starbucks. Her goal: to increase its revenue fivefold by 2025.

Customers wait in line for service at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
Customers wait in line for service at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
Executive chef Thierry Muret arranges a pastry display at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
Executive chef Thierry Muret arranges a pastry display at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
A display of chocolate treats is displayed at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A display of chocolate treats is displayed at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A cheese-filled croissant is being made for a sandwich called a croiffle at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A cheese-filled croissant is being made for a sandwich called a croiffle at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A barista shows a signature cafe mocha with whip cream at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A barista shows a signature cafe mocha with whip cream at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
A cheese-filled croissant is placed in a waffle maker to produce a sandwich called a croiffle at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
A cheese-filled croissant is placed in a waffle maker to produce a sandwich called a croiffle at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
This photo shows chocolate covered strawberries at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
This photo shows chocolate covered strawberries at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. The confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. (AP Photo/Bebeto Matthews)
Godiva's logo stands out on the window of a new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
Godiva's logo stands out on the window of a new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
This photo shows new pastry and hybrid meals on display along with traditional chocolate covered strawberry at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
This photo shows new pastry and hybrid meals on display along with traditional chocolate covered strawberry at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
This photo shows a dark chocolate lave cookie at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
This photo shows a dark chocolate lave cookie at Godiva's new cafe in New York, Tuesday April 16, 2019. Godiva, the private Belgium chocolate maker, is looking beyond its iconic gold gift box of chocolates. Some of the traditional stores will be converted into cafes, but it is looking beyond malls and will also have stand-alone storefronts and airport locations. (AP Photo/Bebeto Matthews)
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