What to do about To'ak Chocolate?
Posted in:
Opinion
Hi AnneMarie;
To be very candid with you, I think what they are doing is fabulous!
The reason is very simple: Their outrageous pricing and marketing causes consumers to ask questions, and as misguided as it may seem, that helps EVERYONE in the bean to bar industry who has once, if not 10,000 times, taken time to educate their customers about mass produced chocolate vs. the chocolate they MAKE right there in their shop.
A few months ago, Choklat passed the 100,000 customer mark, and in spite of being open for 7 years, being the only chocolate maker in my city of just a million people, having benefitted from tens of thousands of dollars in free media attention over the years, and having our chocolate and wine events sold out 4 nights a week for 5 months in advance on word of mouth alone, every day we STILL get people through our doors that don't know the difference, and get the spiel from me or a team member.
If To'ak garners some media attention, and helps educate consumers in the interim so I don't have to, well... GREAT! They've told the general public that there's more to life than a KitKat bar (or 260 bars for that matter! haha!)
Are they going to be around long enough to make a dent in the industry? I doubt it. Already the word is getting out that their product is medicre at best, and online reviews are certainly doing them no favours. The orders will stop coming in soon enough.
Remember Noka a few years back?
One thing I will say for certain though: The bean to bar chocolate industry is gaining exposure, and many customers who have been to my shop have sought out other artisans. I know this because they come back even more loyal than before. Recently I increased the price of my chocolate bars to $10 and up, and bumped our truffles to $2.25 each. Not a single customer batted an eye. In fact, when I posted the apology for the price increase on my facebook page, the overall response was, and I quote "Couldn't care less if prices go up. It's 100% worth it. "
Now, we need a $1,000 chocolate bar that actually tastes good! Anyone out there want to give it a go? LOL
Brad
updated by @Brad Churchill: 05/31/15 01:21:53