since the demand was so high for high quality mints with a low minimum wholesale order. "We see that stores can buy 99 tins for
about $1.70 each and retail for $2.99. Th ey sell these in about three months—a tin per day. Th ey're only making about $130 in three months, but when you combine this with 99 ad impressions that are now in a pocket/purse and shared with an average of three people, you have 400 advertising impressions that the customer actually bought," Kerdoon says. One extra visit per month by that individual, or a friend who saw the mints, to buy a beverage adds about $200 to $300 (based on one additional visit per tin) in profi ts if it's leveraged as a marketing tool.
On the other hand, Long Grove's Mangel
Offerings from Marich Confectionery include fruit-chocolate combinations like these chocolate blueberries.
contended there's another was to see the situation, saying it's not necessarily a must- do to coordinate café theme and product, like off ering taff y if your coff eehouse is near a seashore or beach resort. "If the coff eehouse is located in a coastal location, sea salt chocolates could be a draw. Taff y in a coff eehouse is not appealing
to a coff ee drinker," Mangel says. He went to say that depending on how a coff eehouse is set up, he doesn't think it is limited
in what it off ers its customers. "If there is an enclosed display case such as what Starbucks has, any type of chocolate/confection can be
PERSONALITY TRAITS Is what you sell just as important as how much you sell? Does
your candy and mint selection need to complement your store's theme? Sencha Naturals' Kerdoon off ers a resounding "yes!" "We've done specialty fl avors related to a coff eehouse theme.
I think the entire sensory experience needs to be consistent, and confections play a part as well," Kerdoon explains.
displayed on attractive plates, etc., for a customer to choose from and placed in a small bag for eating then or later. If an enclosed display case isn't part of the store's setup, then individually wrapped chocolates/confections in a shelf display would be the way to go," he says, adding that individually wrapped cellophane items have the added advantage of prolonged shelf life. According to van Damm, an everyday chocolate program can then be augmented with seasonal off erings to satisfy giſt giving—
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