Page 44 - Conveniece World Magazine Nov/Dec 2020

CONFECTIONERY KITKAT MAKES A BREAK FOR IT AND SUCCEEDS Launched at the beginning of July, the KitKat Chocolatory on Sydney’s central Pitt Street is creating even more of the “wow” factor around the iconic – for over eight decades – classic chocolate bar. The store, launched at a precarious time economically, focuses on a bespoke and unique experience for its customers that brings local and international flavour innovations. Kitkat Head Chocolatier Connie Yuen tells Convenience World, this strategy is “winning the day” with customers not restraining themselves in terms of spend. Ms Yuen says that business has been “really good”, with customers of all ages coming through. “We didn’t expect that – we thought there would be more interest from a certain demographic, but we see people from across the age spectrum. “As the opening coincided with the school holidays, many extended families paid us a visit as part of outings, which has been lovely. So, it’s been really great to see just how wide the appeal of the chocolatory is.” Tickets, says Ms Yuen, are allocated on a first-come, first-serve basis. “Obviously, we’ve had to contend with restrictions on the number of guests we can allow into the Chocolatory at any one time. To adhere to the evolving situation, a ticketing queue system has been introduced that specifies time slots when guests can enter the store. This has helped us manage and socially distance the sheer number of guests coming through to ensure that they have the best possible experience without a hint of ordeal.” The store opens at 7am, making it the “perfect landing post for early birds on their way to work who want to pop in, grab a coffee and browse our products for that perfect afternoon break”. They then return later in the afternoon to pick up their creations. “I’m sure just the thought of it helps them get through their workload,” Ms Yuen said. “I think overall the distractions and indulgence the store offers takes guests’ minds off lockdown and the pandemic in general. It’s all about giving people that bit of nurturing and indulgence to help them feel better.” She says the store has also been receiving many online orders in addition to people visiting the brick and mortar setup, “which has been good for business”. The store promotes its online services to guests while in-store, which includes click and collect and mail order. “This really works while the city is quieter than usual for obvious reasons.” The Chocolatory with cap for uniformity offers a ‘DIY station’ where guests can design their own eight- finger wafers from a whopping 30,000 flavours and observe their KitKat being handcrafted by a chocolatier behind the counter, or they can pick from a selection of ready-to-eat special edition flavours. “There are a lot of great flavours, including guava, melon, cotton candy and the Brazilian collection, which have been very popular. Cotton candy stood out as the number one choice over the school holidays as it is visually exciting and obviously the flavour is quite sweet. I think people just love the personalised nature of the experience at such a high level of innovation – really to be part of something so different.” Ms Yuen emphasises that the flavours on offer “have really excited people”. “We see repeat customers returning for their favourite flavour because they love it so much, and we intend to bring even more flavours in. Guests also have a predilection for something they can’t get in supermarkets like our ruby chocolate, which is pink chocolate, with the choice generally being toward the sweeter, caramel side.” As for those who just want to sit back and indulge, a ‘Tasting Table’ offers stylised and premium desserts originating from the KitKat bar like Ruby Garden and Smokin’ Matcha. And then of course there’s hot and cold chocolate and cookies from a cafe, amid many other “chocolatey” enticements. “Every day is different, which is good for the guests and good for the team as it keeps things exciting – we all know variety is the spice of life.” 42 CONVENIENCE WORLD NOV/DEC, 2020