dessert-only restraurants

The verdict is in: Americans are in the mood for dessert-only restaurants and chocolate cafes. According to Hudson Riehle, senior vice president of research at the National Restaurant Association in Washington, DC, nearly 1 out of 3 fine-dining operators reported that consumers bought more desserts in 2005 than they did in 2003. Meanwhile, trend-watching firm Datamonitor named chocolate "the new coffee" in a list of the top 10 trends to watch. The bottom line? Opportunities abound for entrepreneurs who wish to feed off this nation's sweet spot.

In January 2006, Ste-phane Lemagnen and Laurent Lanneau, 31 and 34, respectively, catered to the craving by opening Room 4 Dessert, one of New York City's first dessert-only establishments. The restaurant offers a variety of dessert-tasting menus to be paired with wines and teas, and culinary masterpieces are created before customers' very eyes. No wonder curious pastry chefs come from the West Coast, visitors consider the dessert bar a must-hit spot in New York City and 2007 sales are expected to reach $600,000.

If a chocolate cafe is more your style, jump on the bandwagon with the likes of chocolate giant Mars and European-trained chocolatier Max Brenner, who are making it big with their sweet cafes. But make sure to cater to America's current taste buds and desires by going dark. Recent studies demonstrate the health benefits of flavonoids, which are often contained in dark chocolate, and sales are soaring as a result. Dark chocolate sales were up 40 percent in 2006, according to Mintel International. Other hot varieties, according to Joan Steuer, founder and president of Chocolate Marketing LLC, a Los Angeles consulting firm that specializes in strategic forecasting and tracking trends in the chocolate industry, are artisanal, organic, socially responsible and nutraceutically enhanced chocolate. Incorporate these items into your dessert menu, and neither your customers nor you will be disappointed.

Tempted to strike out on your own? Here are some tips for starting your own chocolate cafe or dessert-only restaurant.

Ask yourself three key questions. "Where am I now, where do I want to be and how do I get there?" advises Steuer. When answering, refrain from comparing yourself to competitors. Instead, focus on your strengths and your distinguishing qualities.

Pool your resources. Have enough money in the bank to last at least six months, recommends Steuer, and build a board of advisors who can offer unbiased advice and suggestions. When forming your board, don't limit yourself to experts within the chocolate industry--people from outside the industry can offer great insight, too.

Create an unforgettable experience. At Room 4 Dessert, des-serts are assembled in front of customers, high attention is paid to presentation, and menus are seasonal, changing every three months. Advises Lemagnen, "Make it exciting and fun because when people go out, they want to have fun [and] relax."

Keep your customers in the loop. Lemagnen and Lanneau make it a point to collect their customers' e-mail addresses. This way, they can keep customers updated with the newest menus and information--and keep them coming back for more.

Dessert-Only Restaurants:


Sir Chocolate
Showcolate Fondue Express

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