TONY’S CHOCOLONELY

VELVESTED ALCOHOLIC CHOCOLATE CREAM

 Present by:
 Amr Akalay
 Armina Sanaeimovahed
 Linh Quach
 Solmaz Maghami
TONY’S CHOCOLONELY
 Tony’s Chocolonely was founded in 2005 by three journalists from the Dutch TV show
‘Keuringsdienst van Waarde’ after they discovered that the world’s largest chocolate manufacturers
were buying cocoa from plantations that used illegal child labour and modern slavery.
 Tony's Chocolonely, its name a reference to Teun's lonely battle to change the industry, launched as
a publicity stunt in 2005 with a few thousand ‘slave-free’ chocolate bars
 Tony’s Chocolonely has dedicated its efforts to raise awareness about the inequality in the
chocolate industry. 
 by building direct long term relationships with cocoa farmers in Ghana and the Ivory Coast paying
them a higher price and working together to solve the underlying causes of modern slavery. They
want to inspire the industry as a whole to make 100% slave free the norm in chocolate.
 Tony’s Chocolonely has grown to become the largest chocolate brand in the Netherlands and is now
available in multiple markets like the USA, England, Germany, Belgium and Scandinavia. 
TONY’S CHOCOLONELY
one-team-one-mission
Tony’s route to 100% slave free chocolate

 Tony’s mission is: together we make 100% slave free the norm in chocolate.
 Tony’s Chocolonely exists to make chocolate 100% slave free. Not just its own chocolate, but all
chocolate worldwide.
 We've been fighting for 100% slave-free chocolate worldwide since 2005, and have been supported,
encouraged, challenged, and eaten by many. We're aware of the challenges of trying to change the
cocoa industry, but we'll keep going till our mission has been accomplished. We've grown
significantly in the past years and have achieved a lot.
 Tony’s Chocolonely exists to make chocolate 100% slave free. Not just its own chocolate, but all
chocolate worldwide. Therefore, Tony’s mission is: together we make 100% slave free the norm in
chocolate. It’s an impact organization making chocolate.
 We inspire other key players to take action and are actively seeking partners who apply our model.
We do this by showing what impact we’re having, sharing lessons we’ve learned and always being
open to discussion. We’re very critical of our own efforts and are constantly looking to see how we
can have more impact.
TONY’S CHOCOLONELY
TONY’S vision:

 Tony’s Chocolonely Statement on inequality and social injustice

 At Tony’s our main vision is to fight for equality and fairness.
 Our main priority remains unchanged: to fight inequality in the cocoa
industry. Recent research has shown that illegal child labor is still increasing.
 Over time Tony’s Chocolonely realized that to attain 100% slave-free
chocolate production, they had to work directly with farming cooperatives.
This meant that Tony’s could trace 100% of their cocoa beans back to the
farmers and thus monitor the cultivation process to ensure no form of slavery
or child labor is employed. The chocolate company also pays the farmers a
higher price to comfortably support their families and run their farms.
Velvetised Chocolate Cream 500ml

Vodka, chocolate and cream, velvetised

A bite-sized history of Hotel Chocolat
 1993

We start selling chocolates online, becoming one of the UK’s earliest ever ‘e-tailers’, predating the likes of Amazon and eBay.
 1998

The Chocolate Tasting Club is created – a vast community of chocolate tasters who receive unique selections each month.
  2004

The first-ever Hotel Chocolat shop opens!

   2006

To realise their dream of becoming cocoa farmers, Angus and Peter buy a beautiful 250-year-old cacao farm in Saint Lucia – Rabot Estate.
   2010

Hotel Chocolat’s first cafe opens in London’s Borough Market, serving a range of innovative cocoa-centred food and drinks. It quickly becomes
popular.  

We launch the world’s first ‘Chocolate Bond’ to fund our development. We raise £4.2 million from enthusiastic supporters, who receive their interest
paid in our chocolate!
 2011

Boucan, our luxury hotel, restaurant and spa, opens on our cacao farm in Saint Lucia, to huge acclaim. People start flying in from New York for

The food.
  2012

Hotel Chocolat is voted the UK’s ‘most advocated’ British brand. We love you too!
  2013

London is chosen as the home for our new restaurant, Rabot 1745, bringing the cacao farm experience to Britain.
Our resident chocolatiers start making chocolates fresh in our cocoa bar-cafés.
  2014

The School of Chocolate at Cocoa Vaults opens in Covent Garden, offering a world of chocolate adventures and experiences.

Copenhagen sees the launch of two brand new stores, powered by a second Chocolate Bond launch and you, our loyal customers!
A bite-sized history of Hotel Chocolat
 2015

Our cookbook, A New Way of Cooking with Chocolate, is published, giving a unique insight into the award-winning dishes from our restaurants and allowing you to make them at home.

The School of Chocolate opens its doors at our Copenhagen City store, offering new chocolate adventures and experiences in Denmark.

Our first West End store opens on Regent Street.

Our first ‘refuel station’ café opens in Cambridge. It sets a trend that we later roll out across all of our cafés: there’s a Chocolate Whip Bar, Fuel-Up Station with brownies and snacks, Selector Library and
our flavour-matched selection of hot drinks.
 2016

We list on the London Stock Exchange, and raise new funds so that we can innovate even more.

We’re awarded Mid-Market Business of the Year at the Lloyds Bank National Business Awards, open to any PLC with an annual turnover of £25 to £500 million.

We take home 18 Academy of Chocolate Awards, including three Golds.

 2017

Hello Hong Kong: Hotel Chocolat launches in Sogo department store – local tastes align with our mantra, ‘more cocoa, less sugar’.

Our first ever no added sugar milk chocolate: Supermilk Pure. Simply 80% cocoa and organic milk. Nothing to hide: no artificial sugar substitutes.

Hotel Chocolat’s first physical location opens in the Republic of Ireland, in Dundrum town centre, Dublin.
 2018

Whoosh! Instant Gifts by Text launches across the UK. Guests can order gifts using a mobile number, no address required. Their recipient is free to organise delivery at a time and place to suit them.

Hello Tokyo! First store opens in Japan, in the country’s largest eco-friendly shopping centre, Aeon Lake Town. Products land with aplomb: hot chocolate, batons and Selectors are in high demand.

New York, New York… We arrive in NYC on Lexington Avenue, Manhattan, our new store opening just weeks after Japan launch. Hot chocolate and batons are an instant sell-out here too.

After the success of the Dundrum location, a further Republic of Ireland Hotel Chocolat opens on Dublin’s Henry Street.
 2019

Chocolate Dreams – Inside Hotel Chocolat. Two-part documentary shot by BBC Studios is shown on Channel 5. It goes behind the scenes of our chocolate Inventing Room, Saint Lucia cocoa estate and
day-to-day life in our stores.
 2020

Created an employee-led Anti-Racism Group.

 2021

Launched our own coffee line, Rabot Estate, and coffee machine, The Podster. In Ghana, we launched Gentle Farming – a long term plan to further improve the lives of our farmers and ensure robust
ethical and sustainable practices.

Over 94% of our packaging is now recyclable or reusable. Achieved ‘Top 100 Large Companies to work for’ status. Also created further employee-led working groups; DisABILITY awareness, LGBTQ+
and Mental Health.
 2022

A new Channel 4 documentary following our pioneering Gentle Farming initiative set to air.
 Pricing proposal of product

Product Price in Hotel Chocolat 22£=26,21€

Alcoholic Drinks tax in Netherland: 21%

Advertising Budget: 2100-2500€

Each Bottle for Tony’s (partnership with Hotel 12-14€

chocolat) without shipping:
Product including Netherland tax: 14.52-16.94€

customs clearance fees( EU Country): 0€

Shipping Product from UK to Netherland: 3,000€ per Container

Marketing Budget( excl. Advertising): 1500-2500€

Product for customer per 500ml bottle: 24-26€

Tony’s Chocolonely Budget: 8000-10000€

Develop channel & logistics:

 It is better to develop products indirectly by retailers because that is more

beneficial for the company, they can easily release their new product in an
existing market.

 In this case, that company wants to release the product in the Netherlands,
and it contains alcohol so the best choice of retailers can be places where can
sell hard alcohols as well as soft ones. Gall & Gall whose header company is
Albert Hijn, Deka, and in total all off-sales in the Netherlands. Even so, there
is a permanent plan in which when this product is first released and becomes
successful the company will develop it in the beverage industry as well
(hotels, restaurants, bars and etc).
Customer service:

 at Tony's, they call customer service Chocofancare in order to make a closer

relationship between customers and the customer service section in the
company. Surveys and journeys to gather information about the product and
brand, listen to customers (and share their feedback), Offering self-service
options so customers can find solutions to their problems on their own time
(for example, a FAQ page on your website or a tablet where they can look up
information in-store), Try before buying (due to the liquor chocolate alcoholic
bottle which is new in the market). Personalize their favorite product,
Remember, and reward repeat customers