Confectionery firm Thorntons are going to shut about 180 shops across the UK. Some may be saved by becoming franchise shops.
In my opinion this has been on the cards for a very long time. The reason for this is that over the last few years they have devalued the traditional brand by creating products that are sold in supermarkets. At Christmas I even came across Thorntons boxed chocolates being sold at half price in a petrol station.
I can understand why they have extended the brand for volume sales, however in my opinion they have got it wrong. If they had no Thorntons branded shops then it would not have been an issue as it couldn't have devalued the brand.
What Thorntons need to do in my opinion is to split the brand, sell exclusive Thornton chocolates in their own shops only and to create a new brand for the supermarkets and volume sales.
The brand name which I think would work would be "The Chocolate Cabin" but in very small print on the back of the packaging made by Thorntons. The Chocolate Cabin is a historic name used by the company in the past. Think about the split brand of Toyota and Lexus and how it works well for them ie. Toyota is seen as a volume brand and Lexus being the luxury brand.
When the brand has been split and the number of shops reduced then make the shops a great experience and create a wow factor. May be learn for the French and in larger units add a Patisserie selling pastries and sweets.
This year Thornton's are 100 years old and from what I have seen of the point of sale, window display's and promotions in their shops I think it has looked very down market and has cheapened the brand.
Hope they sort it out so we have another 100 years from a historic UK business.
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I agree, it was only yesterday that I picked up a reduced price (£1.99) luxury Thorntons chocolate cake from my local Morrisons.
ReplyDeleteI totally agree. I think the quality of the chocolate has taken a huge decline over the last few years too. My heart sinks when I'm given a box of the chocolates as I find that they are all too sweet and taste the same.
ReplyDeleteShould I still apply for a franchise with them? Thanks
ReplyDeleteRe:- Anonymous said...
ReplyDelete"Should I still apply for a franchise with them? Thanks"
Just do your own Due Diligence, make sure that you are happy with everything before you sign up.
They do, do pastries n cakes in their Cafe's, (Mc Glen for instance) it would do them well to expand their brand on the high street in that manner in choice locations.
ReplyDeleteThanks a lot! I'll do my best for the Due Diligence!
ReplyDeleteGreat article. I've also being followng the gradual demise of Thorntons. It is definitely a shame especially since it is a British brand with a great deal of pedigree. I no longer rate the Thorntons brand. In my eyes it ranks alongside Dairy Milk selection boxes. I think Thorntons can learn a lot from Hotel Chocolat. They've managed to maintain the premium feel of the brand.
ReplyDeleteMany businesses will chase volume. Perhaps they assumed that the brand wasn't strong enough to maintain a premium.
ReplyDelete