Hershey elevates retail branding effort

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Hershey elevates retail branding effort

By Mike Troy - 12/15/2017
Hershey expects four million visitors annually at its new Times Square Chocolate World store which opened December 14.

Hershey has upgraded its presence in New York’s Times Square with a large new experiential store that is expected to draw a huge number of visitors.

The store opened Dec. 14 in the 20 Times Square building at 701 7th Ave. with entrances located on West 47th Street and 7th Avenue. The location is expected to attract an average of 77,000 weekly visitors and is three times the size of Hershey’s original Chocolate World retail store at Broadway and West 48th Street. Hershey first opened in Times Square in 2002 with a location that was only the second Chocolate World store outside of company’s original flagship in its hometown of Hershey, Pa. In addition to the new Times Square store, Hershey operates Chocolate World stores in Las Vegas, Niagara Falls, Dubai and Singapore.

Hershey was the first confectionery company to create a destination for people to experience our brands firsthand, with a legacy spanning nearly 50 years,” Suzanne Jones, Vice President, The Hershey Experience, said at the opening. “We’ve succeeded in creating a landmark destination where chocolate lovers will experience something unlike anything they’ve seen, smelled or tasted before.”

To commemorate the opening, Hershey foregoes the traditional ribbon-cutting in favor a plume-cutting. A plume is that little piece of paper that stick out the top of a Hershey’s Kisses. The holiday-inspired grand opening event also featured a Hershey’s Melted Hot Chocolate toast, musical entertainment the Milton Hershey School’s New Horizons Choir.

Some of the store’s features include; a Hershey’s S’mores Experience, an authentic camper where visitors can enjoy made-to-order s’mores; a bakery offering 10 Hershey-inspired treats; a large candy machine and a personalization station where visitors can create their own Hershey’s Milk Chocolate Bar wrapper.

Through a partnership with The Culinary Institute of America the bakery offers warm-baked goods and beverages, such as Hershey’s Triple Chocolate, Reese’s Peanut Butter and Cookies N’ Creme-themed brownies, Hershey’s Double Chocolate S’mores, Hershey’s Melted Hot Chocolate and Hershey’s Chocolate Spritzer drink.

“Hershey’s products lend themselves to the type of hand-crafting work that we at The Culinary Institute of America have trained our whole careers for,” said Certified Master Chef Brad Barnes, CIA. “For the past year, world-class chefs at CIA have been working behind-the-scenes with Hershey’s Chocolate World Attraction to discover innovative ways to bring the brand to life through our exclusive desserts and treats offered at the Hershey’s Kitchens Bakery.”

Visitors to Times Square won’t have a hard time finding the store thanks to a 10 story tall digital billboard.