Ethel M’s Closing Its Doors
Chicago can say goodbye to Mars’ Ethel M’s chocolate cafes. Actually, they already have, which is why Ethel’s is closing down. Five of six cafes in the Chicago area are closing by the end of April, with #6 to follow. If you have eaten Ethel M’s chocolates, and also some other chocolates that didn’t come out of a vending machine, this may not be a surprise. Ethel’s confections are no worse than many of the mediocre “truffles” clamoring for market share–but they’re no better, either. A chocolate connoisseur might point out the high sugar content, cheap couverture and dull flavor profile; less snooty customers might just say they’re boring. More to the point, they’re not worth the exorbitant price tag. Apparently Ethel’s was supposed to be a luxury brand. The blurb points out that “high-end retailers” have been suffering which, while possibly true, is not relevant:
- Mars/Masterfoods is not a high-end retailer. I mean, they also make dog food…come on.
- If you mean to launch an “upscale” business concept, you don’t name it Ethel.
- Candy shops (e.g. Economy in NYC) and actual fine chocolate companies (e.g. La Maison) have both reported strong sales despite the recession.
And I can’t help but think six is five cafes too many for Chicago. When I lived there Vosges was pretty much holding down the city all by themselves. But if this news comes as a blow to you, rest assured that Ethel M’s Las Vegas locations are alive and well, and you can still order their chocolate online. I mean, if you can’t think of any other chocolate to order.
Mars closing local Ethel’s Chocolate stores (Chicago Business)
Tags: bonbon, confection, industry, mainstream, News