Situation

Alain Ducasse is a leading French chef and operates several restaurants and inns around the world. In 2011, Ducasse decided to further expand his brand through high-end chocolate. Le Chocolat was not simply meant to be another chocolate brand, but an extension of the Alain Ducasse brand. The challenge was to transfer Alain Ducasse haute cuisine excellence into the chocolate, proving legitimacy and consistency with the chef’s values and DNA.

Tasks

To guide Alain Ducasse throughout the strategic development, we had to develop an in-depth market and consumer understanding towards comparable artisanal high-end chocolate brands.

Actions

We analysed and defined the Alain Ducasse customer experience by studying comparable brands and their communication codes, product lines and distribution strategies and benchmarking best practice rituals in the gastronomy, hospitality, and premium food service sectors.

Results

We helped imagine and bring Alain Ducasse’s excellence to life through a unique journey, with rituals that would enrich the overall consumer experience. With 3 concept boutiques and corners in Paris, Chocolat Alain Ducasse today is one of the few chocolatiers manufacturing its own chocolate on site.