Australian cafe chain The Chocolate Room is setting its eyes on China as it continues overseas expansion.
Founded in 2006 in Geelong, Victoria, The Chocolate Room is a cafe concept offering treats such as hot chocolate, chocolate fondues, chocolate cakes and waffles with hot chocolate sauce. It also serves coffee, tea, and juices.
While it has been slow in domestic expansion – it only has seven outlets in Australia with another three in the works – it has been swift in expanding offshore. Currently, it has more than 50 outlets in India.
And now, it plans to open 200 outlets in China in four years. The first five outlets are targeted to open in April or May next year in Beijing.
Founder Jim Richardson said the company has high expectations in the two countries due to its huge emerging middle class.
“Consumers in these markets need the money to come into the store, but there’s also this unending desire to be seen to be adopting western society,” he said.
Demand for cafes is high in China and India as many people in these two countries don’t drink alcohol, says Richardson.
Besides China, The Chocolate Room will also take its brand to Europe, the Middle East and other parts of Asia, such as Hong Kong, Singapore and Malaysia.
GB
