The Profit: Zoe’s Chocolate Co. Tells Their Family Story And Finds Sweet Success

By Erica Abbott

Zoe’s Chocolate Co.

This week, Marcus Lemonis travels to Waynesboro, Pennsylvania to help Zoe’s Chocolate Co., an artisan chocolate company. According to CNBC, the “family-owned chocolate shop is resistant to change. If Lemonis is unable to help the three siblings and chocolatiers better market their sweet treats, the business is doomed to crumble.

Visiting their chocolate shop, Lemonis praises the “unusual” taste of their Greek-inspired chocolates. He is concerned, however, that they only offer 18 options, which he calls “unimpressive.” He then meets the whole family—including owners Zoe, Pantelis and Petros Tsoukatos, and their parents. Zoe reveals that the siblings are supporting their family through the business.

Hungry yet?! #TheProfit pic.twitter.com/alwL2GbiE0

— CNBC’s The Profit (@TheProfitCNBC) July 26, 2017

Lemonis questions why the business is not offerings products, such as chocolate-covered pretzels. They explain that they don’t want to be like everybody else but Lemonis says they need to be more relatable. He is also concerned that the shop is very unorganized and that they lack brand identity. He adds that they have a good story, they just haven’t told it yet.

After learning that they are $162,000 in debt, but having gained some insight into their family story, he offers $250,000 for 50 percent equity. They counter 40 percent, which Lemonis accepts with an updated offer of $200,000. He hopes to expand the business both in-store and online and develop strategic partnerships with his investment. He also wants to tell their family story, including the sacrifices that have been made, which Zoe initially seemed reluctant to do.

Safe to say @marcuslemonis enjoyed this taste test! #TheProfit pic.twitter.com/tkfi3E4m4k

— CNBC’s The Profit (@TheProfitCNBC) July 26, 2017

He starts off by doing a Facebook Live video and encourages his followers to order their products in order to “prove a point.” In 15 minutes, there were 8,000 views and 150 orders—far surpassing their average daily order of one or two orders. The lack of process, however, creates issues on their end. He puts Pantelis in charge of organizing the shipping area and moves on to renovating the shop. They also work on creating more menu options, which include more Mediterranean flavors.

Next, they visit Flex Watches, where they get fresh ideas for storytelling. The watch company’s owners call their family story very powerful, but Zoe reiterates that their dad feels embarrassed about it since the story involves him losing his job. They move on, however, and work on branding their company differently. Lemonis becomes frustrated when Zoe seems closed off to the new logos and imagery that Flex Watches developed, which she says simply tell the story that they’re Greek.

All I want her to do is be open minded and find solutions not objections #TheProfit

— Marcus Lemonis (@marcuslemonis) July 26, 2017

Zoe then brings her concerns about storytelling to her parents and her mother says that they should not be embarrassed about telling their family story. She adds that Go to the full article.

Source:: Business 2 Community

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