Dude, That's Some Sweet Marketing

So my wife just dropped the bomb on me - no, she ain't pregnant. But that little, trendy, boutique-like chocolate lounge that we thought was independent? Turns out, it's owned by Mars, Inc. Yes, the same folks who bring you Snickers, M&M's and Milky Way.

It's actually rather brilliant. Mars has found a way to tap into a niche audience - upscale (mostly female) customers with a penchant for socializing and indulging in pricey sweets - while creating new revenue streams by entering into the retail space. I found some interesting commentary on Ethel's Chocolate lounge on a brand experience blog.

The brand experience blog mentions:
Mars, Inc. whose research revealed that "even the most diet conscious consumers ... would occasionally splurge on 'premium' chocolate -- in terms of calories and money -- if it were part of a broader social experience. Yes, they'd certainly go for a place to "chocolate and chitchat."