Godiva moves beyond chocolate to open 2,000 cafes

Pixabay / MGN

NEW YORK (AP) -- Godiva is looking beyond its iconic gold gift box of chocolates.

The Belgium confectioner is rolling out 2,000 cafes that will serve a complete menu of items like the croiffle, a croissant and waffle hybrid. Other items include an expanded list of coffees and a new collection of teas as well as grab-and-go items like sandwiches and yogurt parfaits.

The cafes mark Godiva's foray into prepared meals. The first one officially opens in Manhattan Wednesday and is part of an ambitious growth plan spearheaded by CEO Annie Young-Scrivner to increase its revenue fivefold in the next six years.

One-third of the new cafes will be in the U.S.

The company is privately owned and doesn't report sales or profits.