It’s A Chocolate Drink

Two flavors are offered: bittersweet, and spiced, zipped up with chiles and cinnamon. Both are blends of three types of European chocolate, steamed milk and vanilla. The chain, which promotes them as “a crazy chocolate experience,” expects the taste for Choco Bon Loco to continue long after winter ends. “It’s a chocolate drink,” insists Jim Fisher, vice president of marketing for the 230-unit chain. “It’s not hot chocolate.”

Choco Bon Loco targets customers looking for the next new thing. “As we travel around New York City, we see that chocolate cafes are becoming popular. We anticipate growth in consumer interest,” Fisher explains.

Chocolate is a universal flavor, one that Max Brenner believes transcends all cultures. "The cliché about everyone loving chocolate really is true," he says. Later this year, Brenner will open the first Max Brenner Chocolate Bar in New York City; a dozen units already are scattered across the globe, with eight in Australia. Chocolate drinks—straight and gently laced with liqueurs—desserts and pastries will be the menu mainstays.

Creamy Hot Chocolate

Haut Chocolate Chaud has been a hit. “People have gone crazy over it,” says Engelman. “It definitely has increased our nonalcoholic business in the lounge.”

Patrons at Chicago’s Angel Food Bakery go crazy over Barthelona hot chocolate. To fully appreciate it, they put down the cup and pick up a spoon.

Au Bon Pain’s Choco Bon Loco is a “crazy experience.”

“We cook it until it is very thick and chocolaty, and serve it with house-made vanilla bean whipped cream,” says Owner Stephanie Samuels, who modeled the drink after those she sampled in Spain.

Samuels imports solid chocolate, heats it with whole milk, and offers the drink in 31/2- and 10-ounce sizes.

Infinite Possibilities
In San Diego, where the weather nearly always says “summertime,” Chi Chocolat patrons don’t think twice about trying its creamy hot chocolate. Owner Susan Luo serves earthy-rich cups of both milk- and dark-chocolate varieties. She also brews a line of chocolate-spiked espresso drinks.