Since its creation, two flagship products have been the source of nearly two-thirds of sales: the Bouquet de Chocolat, sold in a cone, between 15 and 30 euros and the “bite”, always displayed at the entrance of shops, at 3 euros. This has been his recipe for twenty-five years: original products, made on site and sold in a “raw” setting, so as not to intimidate the customer. In this crucial period, the SME can bet on both a rather expensive gift offer and on impulse purchases. We now have a few days to generate sales ”, breathes Nelly Andrieu. “Some donors have made a gesture but it is marginal. 4 59 W 22nd Street New York, NY 10011 212.414.2462 CHOCOLATIER: Eric Girerd CHOCOLATE USED: Valrhona 72 Dark.
They weigh 1.1 million euros, or more than 60% of fixed charges. This mainly involves amortizing the rents of the 32 stores, which are generally well placed in town centers or in shopping centers. In any case, the coming days will be decisive for this company which employs 125 people on permanent contracts and achieves 40% of its activity at the end of the year. The Manufacture de Chocolat comes from the desire to return to the roots, to the very essence of what makes chocolate: a work of goldsmith, from the bean. “Companies have somewhat replaced the big end-of-year dinners with gifts”, notes Nelly Andrieu. In recent weeks, the chocolate maker has seen its turnover with professionals increase slightly. For the holidays, he has revised his offer and offers a single model of Santa Claus in chocolate, preferring more timeless subjects – in particular forest animals. L’Atelier du Chocolat has learned the lesson and is now wary of unsold products. This did not prevent it from posting a 15% drop in turnover to 8.2 million euros and a loss of nearly 1 million euros, for the fiscal year ended in May 31st. And while all employees rallied, the company was overwhelmed by demand and faced some 700 back orders. The 3,000 orders shipped in two weeks required a tour de force by bringing back to the Bayonne headquarters some of the stocks that were already distributed in the shops. “This only represents 10% of what we sell during this period, but it allowed the business to get back on track”, explains Nelly Andrieu, president of the company, created by her father in 1995. A part was sold by drive through the four shops in Bayonne and Anglet the others were sent by La Poste. The company was certainly able to limit the damage thanks to the 200,000 euros in sales made via the Internet. Only the three franchised stores remained open. With the first confinement, the chocolate maker who normally generates a fifth of its turnover during the Easter holidays has seen its activity almost reduced to nothing. But the sign is playing its game these few days by the end of the year.
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You can also order chocolates online.From Bayonne to Rouen via Bordeaux and Paris, most of L’Atelier du Chocolat’s 35 boutiques are now full of customers.
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“Perfect for those who love savory more than sweet.” The accolades continued in 2014 when L’Atelier du chocolat was named one of the Top Ten Best Chocolatiers in North America by Dessert Professional Magazine. “This ultra-creamy caramel has a bare hint of sugar and is studded with crunchy crystals of flaky salt,” wrote the New York Times. The chocolate cafe/bar has been recognized by the New York Times as having one of the 10 best sea salt caramels in America. In 2015, Girerd debuted his first storefront in Jersey City. Girerd opened his first chocolate boutique in New York City’s Chelsea neighborhood in 2002. In addition to coffee and lattes, there are plenty of pastries, tarts, tea, and chocolates.
The menu at the new L’Atelier du chocolat is similar to that of the old cafe. At the time, French chocolatier and owner Eric Girerd created a GoFundMe page to help maintain the cafe and its employees. The cafe was previously located in the base of the Grove Pointe building (321 Marin Boulevard), but closed during the pandemic due to a substantial rent hike. It’s located in the previous home of Ironbound Performance Athletics. The Jersey City cafe offers a mix of chocolates, pastries, cakes, and coffee. The L’atelier du chocolat is now open at its new location at 251 Newark Avenue.
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