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Sweet Treat: Newest store at Mall puts twist on chocolate
By BRIAN PORTER Managing Editor
If it truly is what’s inside that counts, then this can’t be a bad thing.
Showcolate Fondue Express, a trendy confectionaire which mixes the benefits of fruit with the tempting nature of rich chocolate, has landed in North Texas as one of the first two sites in America.
The Brazilian company seems to be a perfect fit for American culture, offering fruit wrapped in rich chocolate.
The idea caught Findley’s attention at a trade show in Washington, D.C., in 2005. He agreed to visit Brazil and possibly represent the company in the United States.
Instead, Findley became so caught up in the idea that he decided to invest in United States franchises.
He has opened franchises at Town East Mall and in San Antonio. He will construct eight other franchises, including one at Stonebriar Mall in Frisco.
“We opened in Mesquite and San Antonio to test the model,” Findley explains. “This is the next Dipping Dots, pretzels or yogurt. This is something you may not just see at malls, but in airports, theme parks and possibly in some grocery stores.”
Findley is most renowned for his success as former president of Curves International, a diet and fitness business which has 10,000 locations nationwide.
He believes Showcolate Fondue Express will be the “next big thing,” but first had to overcome some hurdles in bringing the business to America.
“We had some challenges,” Findley said. “Electricity is different in Brazil, than in the United States.”
At the two mall kiosk locations, consumers gather around to smell and watch the cascading waterfalls of warm Ghirardelli chocolate pouring down from multiple spinning wheels.
“We looked at three malls in the Metroplex,” Findley said. “The demographics were right in Mesquite. That is one of the highest foot-traffic malls in America. You have a diversity of stores and we felt the mall brought in diverse customers.”
The chocolate treats appeal to mothers on shopping trips with children, he adds.
“Moms who are more health conscience like it because the idea of fruit is good,” Findley said.
Bananas, grapes, kiwi, marshmallows, pineapple and strawberries are the featured ingredients at the time. More could be added in the future.
Five types of chocolate can be added to the fruit or marshmallows on a skewer or in a bowl. Then other toppings may be added.
“I’m located here in Waco. Every time I go to Mesquite, I have to test the product,” Findley said. “We offer a sugar-free chocolate, too.
“Mesquite’s claim to fame one day could be the launch of Showcolate in North America.”
The kiosks are fairly cheap to start, with less than $100,000 required to open a franchise.
More than 100 franchises operate worldwide. The Findley Group plans to have 34 Showcolate franchises sold in the United States by the end of the year, and projects to sign deals for 130 more by the end of 2007.
“It’s one of those hard-to-resist treats,” Findley said. “Chocolate and fruit is a confection that translates across all cultures. I see Showcolate as the next big thing to hit chocolate lovers and retail malls across the country. There’s been tremendous success around the world, and the growth potential here in North America is unlimited.”
For information, visit www.showcolate.com.
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