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Somerset West was selected as the site for the first in a chain of new concept stores - The Chocolate Café - to be rolled out across SA by a national fudge franchise company.

The Chocolate Café, created by The American Fudge Factory franchise company, is a traditional coffee shop with a distinctive chocolate twist.

The American Fudge Factory store, situated opposite the Wimpy restaurant at the Somerset Mall, has been re-branded and refurbished.

This however, doesn't mean an end to fudge production, says American Fudge Factory franchise company co-owner Leon Nel. Essentially, the area traditionally used to make fudge has been halved and a sit-down dining area added.

Also, the spectator value that has always been part of the Fudge Factory concept has been retained through the addition of mirrors to allow customers seated in the store to watch the production process.

But why the changes?

Nel, says it's all about keeping the brand fresh and taking up opportunities for the growth of the business.

"Coffee shops have been among the top-performing businesses in South Africa over the last few years, but we couldn't be just another coffee shop. We had to differentiate ourselves," says Nel.

He and business partner David Harcombe have seen the Fudge Factory brand swell to nine stores since launching on April 1, 1996, in Randburg, Johannesburg. Within weeks, they celebrate the opening of the chain's first international store, in Windhoek, Namibia.

The original idea for the first Fudge Factory store came from the US. Harcombe, who used to be in the merchant navy, and Nel, who has a financial background and an MBA, put their heads together and launched The American Fudge Factory in South Africa.

Labelling it "American" was important because the fudge the company sells is different to the traditional product South Africans are used to. American fudge is closer to chocolate in consistency and taste. The move to establishing The Chocolate Café was therefore, almost a natural one.

As for the menu at the local store, this includes a variety of delights, including 98% fat-free hot chocolate for the health-conscious.

There's chocolate in all forms including: hot and cold drinks, cakes, muffins, as a dipping fountain and as ice-cream.

The coffee shop also sells light meals such as croissants and sandwiches (with or without chocolate sprinkle), tea and smoothies.

The store retains a retail element, selling take-home packs of hot chocolate, truffles, Belgian chocolates, and choc chip cookies; hot chocolate and cappuccino machines; Italian ice-cream and filter coffee; and, Chai tea.

Not to forget the fudge as well, which is currently available on special.

"Each and every gram of mouth-watering fudge is handmade from scratch in giant copper kettles, then creamed and cooled on marble slabs. Using a recipe handed down for generations, Mackinac Island Fudge consists of only the finest ingredients - no preservatives," declares The American Fudge Factory on its website, www.amfudge.co.za.

"We also offer other tasty delights such as; turtles, almond bark and assorted white chocolate, semi-sweet and milk chocolate confections.

"All our fudges and candies are mixed, cooked, poured, creamed, shaped and then cut into slices in full view of passers-by. The entertainment value inherent in this process can be likened to that of watching a glass blower practice his craft, and similarly never fails to attract people to the store. Once they have approached the store, they can smell the delicious aroma emanating from the store."

The company also makes products to order for corporate gifts, weddings and can assist with fund-raising.

For more information, contact The American Fudge Factory on 553-4002.

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