It began as an experiment.
Before the Mars Retail Group transformed its Ethel M Chocolates store at Fashion Show into Ethels Chocolate Lounge in September, company executives did no advance consumer research to study whether tourists and locals would embrace the new concept. They merely wanted to see, on a small scale and in real-market time, how the lounge would fare in Las Vegas.
Mars executives liked the results of the changeover: Sales inside the 1,200-square-foot store grew by double digits.
Now, based on the improved sales, Mars test run is leading to an entirely new business model for Ethel M Chocolates, a beloved, locally based brand thats been a Southern Nevada mainstay since the companys Henderson headquarters and factory opened in 1980.
In the next two months, Mars Retail Group will change all nine of the companys Ethel M Chocolates stores across the Las Vegas Valley into Ethels Chocolate Lounges.
The transition is under way inside stores at the Henderson plant and at The District at Green Valley Ranch. Conversions are planned for the remaining stores inside the California and Flamingo hotels, the Meadows Mall and McCarran International Airport.
Future stores, both locally and nationally, will carry the Ethels Chocolate Lounge logo.
We are calling this a chocolate evolution, said John Haugh, president of Ethel M owner Mars Retail Group, a Henderson-based division of global food giant Masterfoods USA. Were building on the best part of our past as a regional leader in chocolate. By transitioning Ethel M to Ethels, were at the forefront of innovation.
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2016-02-26
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