Max Brenner portrays the company as a fantasyland, gathering inspiration from Willy Wonka and the Chocolate Factory. We seek to increase our customer's experience and detachment from a stressful real world, by combining the environment with a scent of chocolate, which is infused into the air via technology. The strategy of using smell as a way to attract customers is called scent marketing. It is more than just diffusing a pleasant smell. It is a way to portray the company’s brand identity, marketing messages and target audience by matching them with the fragrance of chocolate. These aspects and benefits have contributed hugely to Max Brenner's success and assisted in retaining happy customers.

 

All the dishes are designed to harmonize and establish synergies which create the ultimate chocolate experience. If a customer wants to enjoy a chocolate drink, they can order for example the ‘Hug Mug’. We believe hot chocolate is not only a beverage, but it is all about an experience. The “Hug Mug” tries to envision an atmosphere where one finds himself at a fire place, giving the consumer a wonderful sensation.

 

A quote from one of our founders communicates their source of reasoning; “you come into a regular chocolate store, you are limited to one experience of buying pralines … like diamonds. For the first time, we are allowing people to experience every characteristic of chocolate. It is a new chocolate culture.”

 

Customers are ecstatic about their chocolate experience, spreading the knowledge about Max Brenner to friends and family. Through word of mouth we have effectively marketed through channels like social media and conversations between individuals, as well as we received publicity through written media like The New Yorker and The People's Magazine.