It was cold, windy and wet but the chocolate was hot at Max Brenners' in NYC.
On Oct. 21st I had the pleasure visiting the new manhattan chocolate bar to tape another cooking episode of "Taste This!"

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Max Brenner "chocolate by the bald man" is an experience in effective marketing and merchandising. Located at 841 Broadway in NYC the space is huge, much larger than I expected from a chocolate shop in midtown Manhattan. But there is the key. Brenners' is more than a chocolate shop, it is a chocolate experience.

For example, there were more than 12 Chocolate Shot Machines in use across the chocolate bar back and at chocolate stations throughout the store.
Three of the machines had been modified with fancy tap pull handles like you might find at a pub or old fasioned soda fountain (see photo at top of story).

Traffic was brisk and the chocolate bar staff was busy emptying and refilling the Chocolate Shot Machines that dispense melted chocolate for mixing and drinking.
The merchandising lesson is that Max Brenner is using the same equipment available to any caterer, restauranture or banquet manager. The difference is in the presentation. From the chocolate fountain machines "pumping chocolate" through the pipes criss crossing overhead to the fine touches in plating and presentaion.
Very effective from start to finish and guaranteed to create a lasting impression. I can't think of a better way to set yourself apart from any competition.
More on this one tomorrow!