KitKat Chocolatory: Premium and personalised

A connection with customers: making the shop
as exciting, welcoming and immersive as possible.

From “Create Your Break” customisation kiosks and pick ‘n’ mix stations to a sushi train featuring limited edition KitKats, the KitKat Chocolatory in Sydney opened with great fanfare last week.  

Located in Mid City Centre in the CBD, the new permanent space was based on a pop-up concept from the confectionary giant in 2015.

“As we started to look to Sydney, we really looked at how we could take it to the next level. What could we bring to Sydney that would create a concept that would really ‘wow’ consumers?” said Nestlé’s general manager of confectionery, Chris O’Donnell.

Spoiled for choice: customers are surrounded by walls of chocolate.

“We brought new ideas, new experiences, that bring to life not only that creativity but give people a much more personal experience that you can’t get anywhere else in the world.”

The Create Your Break station allows visitors to design their own eight-finger KitKat, from up to 30,000 possible combinations, which are then created by in-store chocolatiers; while the KitKat Tasting Table presents a selection of premium desserts that champion the classic bar in a variety of ways. At the in-house kitchen, guests can watch the pastry chefs create their desserts, while sipping on a cup of decadent hot chocolate from the bar.

At the KitKat Chocolatory, pastry chefs whip up treats
in the in-house kitchen.

The KitKat Chocolatory also features a huge array of different flavours of KitKats, including sake, guava, churros, hibiscus rose, and espresso cookies and caramel. In addition, a wide range of gifting options are on offer for customers to buy for friends and loved ones.

“We wanted to make it as exciting and immersive as possible, so you walk in and you’re just surrounded by walls of chocolate. We wanted people to feel really comfortable inside so they can stay there for as long as possible,” explained store designer Gary McCartney.

Visitors can create their own KitKats from up to 30,000 possible
flavour combinations.

There are other Chocolatory spaces around the world, including Melbourne, Ginza, Kuala Lumpur, Toronto, São Paulo and in 30 John Lewis stores around the UK.

“For brands to really connect with consumers, they need to create a connection that’s more based on experience than it is based on, you know, the historical telling of advertising,” said O’Donnell.

The ‘wow’ factor: the making of a unique
chocolate experience.
The huge array of flavours includes sake, guava,
churros and hibiscus rose.


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