Product

Our chocolate bar is a combination of a chocolate-based café and a chocolate shop, whilst the chocolate restaurant is as the name suggests, a restaurant offering full service and a broader range of products. Our product menu ranges from starters and main courses, to desserts and drinks with a combination of chocolate in the majority of dishes. The cocoa powder we use comes mainly from Tanzania.  Max Brenner involves all the human senses into the customers’ experiences. We differentiate ourselves from our competitors by not only offering premium chocolate, but also a variety of unique features and utensils to enjoy them.

 

Price

Although we provide premium chocolate, we are able to provide medium priced products. Prices range from $2.50 to $24.95 with an average check of about $13, making it very attractive for students. We try to differentiate from premium competitors such as Godiva, by targeting lower-end customers as well. Competitors in the same industry as Max Brenner do not have the unique list of desserts that we provide, such as: the chocolate pizza, the syringe or the Hug Mug.

 

Place

The restaurants are placed at vantage points by assessing traffic flow in major cities (like New York, Tokyo and Moscow). Areas of human traffic areas mean more potential market (people would be willing to drop by for a bite). In addition, we use direct distribution channels to reach our customers.

 

Promotion

We usually advertise through word of mouth. Customers who undergo the chocolate experience end up recommending it to others. Social media platforms are also vital in promoting the company image. There are also occasional promotions on special dates on the calendar. For example Valentine's day attracts a substantial amount of customers due to the special prices and products offered  on that day. Lastly, the use of the scent marketing is also adapted into our model.