The brand “The Belgian Chocolate House” scooped the Prix Mercure, which is awarded each year for the best shop concept. This was announced on Wednesday by Comeos, which organises the award ceremony for this prize described as the “oldest and the most prestigious in the trade.”
“The Belgian Chocolate House, is Belgian entrepreneurship in the truest sense of the phrase. As we say in Belgium l´union fait la force (strength in unity): the largest global chocolate brands are brought together in one single highly successful concept: Belgian prestige and modernity are found under one roof. This is a concept which operates by targeting tourists and is located where this target market can be found, with a level of pricing and service which is adapted accordingly.” The President of the jury, Claude Boffa, welcomed this. He is also the Academic Director of “Solvay Retail Management Programme.”
The Belgian Chocolate House shops, behind which may be found the International Duty Free business, have been set up in “strategic” locations, such as Brussels Airport, where the chain opened five shops. Many thus consider the Belgian airport as the largest point of sale in the world. It sells more than 800 tonnes per year, or 1.5 kg per minute.
The chain has also opened two shops in the Brussels-Midi station and a point of sale in Luxembourg.
Second and third prizes for the Prix Mercure respectively were awarded to Media Markt Wilrijk and Atelier Veritas.
The Brussels Times