The local chocolate manufacturer and retailer that opened 33 years ago with the slogan “Your neighborhood chocolatier” has added Downtown to its list of neighborhoods.
The 24th Peterbrooke Chocolatier — and the 14th in Jacksonville — is open at 100 W. Bay St. The store replaced a small “pop-up” store that opened 10 months ago along the Bay Street side of the building.
The store’s entrance is along the Laura Street side of the Profit building, facing Wells Fargo Center.
“We’re in most neighborhoods in Jacksonville, but being Downtown really helps our exposure and brand awareness,” said Elizabeth Cordell, marketing manager for Hickory Foods Inc., which purchased Peterbrooke in January 2012.
“And Peterbrooke wants to be part of Downtown’s revitalization,” she added.
The timing is right for the opening of the larger location, said Nina Garcia, Downtown store manager, who has worked for Peterbrooke since 2009.
“December is always our busiest month of the year,” she said. “The busiest day of the year is Valentine’s Day.”
Foot traffic along Laura Street near the Jacksonville Landing and the demographics of the Downtown workforce also made the neighborhood a prime location for a store.
Many people who work Downtown make above-average incomes and giving them the opportunity to drop in is expected make the store a busy location.
“If people go out to lunch, they can stop in and pick up dessert on their way back to their office or they can pick up something on their way home at the end of the day,” Cordell said.
The store will carry the entire product line — all of the signature chocolate creations as well as cakes, cheesecakes, muffins and pastries from Peterbrooke’s Bake Studio at the company’s production plant at Copeland and Forest streets near Brooklyn.
Just inside the door is a revolving gelato display, where customers can choose from several flavors of the Italian-style frozen dessert that is made at Peterbrooke’s production facility. Frozen yogurt also is available in the store.
The Downtown store is available for private parties and dessert tastings, said Cordell. A “ladies night” is expected to debut in 2016, serving chocolate and wine pairings, Cordell said.
The store also planned to be a test market store for new candy creations.
Peterbrooke’s Downtown customers will be the first to sample items that might become part of the permanent product line if they prove to be popular.
“New products will be on the shelves Downtown first. We plan to use the store to evolve the brand,” Cordell said.
Peterbrooke Downtown is open 8 a.m.-6 p.m. Monday-Friday and will offer extended hours during events like Art Walk, One Spark and the Jacksonville Jazz Festival.
“It’s always a learning process with a new store,” said Garcia.
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