When the going gets tough, will the tough eat chocolate?
Hoffman’s Chocolates of Greenacres is betting big that they not only will eat it – they will buy it and sell it and make their livings off of it, too.
The homegrown confectioner company is about to launch the biggest expansion in its history through a first-ever franchise program. During the next five years, plans are to grow the firm from five to more than 50 stores, from Port St. Lucie to Miami.
An expansion? In this economy? Yes, indeed, said Hoffman’s President Fred Meltzer. Where there is crisis, there is opportunity. And Meltzer believes corporate cutbacks and layoffs have created a highly skilled labor pool with the know-how, and in some cases, the buyout cash, to successfully buy and operate a franchise.
“There are a number of people who are very experienced and have the ability to run a business very well,” Meltzer said. As the economy works its way out of its current down cycle, Meltzer wants Hoffman’s to be ready for growth.
Actually, people have been bugging Meltzer for years to franchise Hoffman’s. Meltzer said that he’s had “no less than dozen or more” inquiries in recent years from people who would like to buy a franchise.
During the past couple of years, Meltzer quietly began laying plans for the franchise program. Hoffman’s recently purchased an 18,000-square-foot office/warehouse in Riviera Beach. The facility will be used to store and distribute the extra chocolate Hoffman’s soon will be making.
Hoffman’s also has added new equipment to increase chocolate-making capacity at the Greenacres factory. Plus, there’s a new roof, and a generator, to keep the factory running in the event the power is cut.
Image from Stock.xchng.
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