Fannie May remodels Chicago flagship store
Open floor plan offers room for café concept, easier shopping.
Fannie May’s flagship store in the heart of downtown Chicago has gotten another facelift in time for the holiday season.
The 2,400-sq.-ft. store, located at Michigan Avenue and Wacker Drive, now features an open floor plan and simple, elegant décor meant to draw new and repeat customers to the iconic Chicago brand, owned by 1-800-Flowers.
Dave Taiclet, president of 1-800-Flowers’ Gourmet Food Group, says it’s been a decade since the store’s last overhaul, which tripled its square footage. This time, however, the focus was on changing the store’s flow and adding seating for customers to enjoy new items.
“We felt it was an opportunity for us to share some of our other great confection items that we make -- our chocolate-dipped strawberries, our ice cream products,” he says. “In this case, we added a café so we could serve coffee and have desserts and breakfast items as well.”
As soon as customers enter the store, they’re met with a counter where they can purchase tea, coffee and hot chocolate, as well as desserts based off of Fannie May staples. Six red stools and a long table also line a window facing Michigan Ave., which allow patrons to watch traffic while they enjoy their sweets.
Along the store’s far wall is a display case featuring backlit photos of Fannie May chocolates. Its shelves are stocked with a variety of gift packages.
The store still has its signature “create-your-own” box counter, Taiclet says, but it’s not the focal point, as it was in the previous design.
“When a customer walks in, they’ll see a much more open environment,” he says. “It allows people to walk around the store more and see our vast array of product.”
That includes new dessert items. Fannie May worked with Bittersweet Bakery, another Chicago company, to create tarts and cakes that pull from classic Fannie May flavors. Sundaes, milk shakes and ice cream sandwiches are also available. Among the new desserts are:
Pixie Joy: Chocolate cake covered in caramel and layered with caramel pecans and chocolate ganache.
Trinidad Treasure: Flourless chocolate cake with chocolate coconut crunch and dark chocolate mousse.
Sea Salt Caramel Tart: Pastry shell filled with house-made caramel sauce and topped with dark chocolate ganache and sea salt.
Mint Meltaways Layer Cake: Flourless chocolate cake and white chocolate mint frosting topped with dark chocolate.
Vanilla Buttercream Bonne Bouchée: Meringue buttercream with layers of chocolate ganache on a flourless cake base enveloped in dark chocolate.