Glee Hospitality developed a chocolate cafe boutique in Abu Dhabi for Morsel Chocolates, a 2,800 sq ft premium confectionery and gifting concept at Al Khalidiya. This was a complete A-to-Z project covering concept development, brand identity, retail interior design, product menu, kitchen design, recruitment, and pre-opening training. The full scope of Glee’s F&B services was applied across every stage of delivery.
Overview:
- Location: Al Khalidiya, Abu Dhabi, United Arab Emirates
- Outlet size: 2,800 sqft
- Scope of Work: Concept Creation and Implementation (A To Z)
The Challenge:
The client sought to introduce a distinctive chocolate brand in Abu Dhabi that would compete within the premium gifting and confectionery market. The objective was to create a strong brand identity, a visually impactful retail presence, and a commercially viable product offering that balances luxury positioning with scalable operations.
Our Approach:
We positioned Morsel Chocolates as a refined, modern chocolate cafe boutique emphasizing quality, elegance, and craftsmanship. The concept focused on premium packaging, a clean and sophisticated retail design, and a curated product range designed for both personal indulgence and corporate gifting. Every element was developed to ensure brand consistency, operational efficiency, and strong market differentiation.
Execution:
Concept Creation and Implementation:
- Concept Development and Feasibility Study
- Brand Identity Development
- Interior Design
- Menu Development
- Securing Location
- Fit out tender coordination process
- Kitchen Design
- Procurement of FF&E and OS&E
- Full team (End-to-end) Recruitment
- Operating Manuals
- Pre-opening Staff Training & Soft Opening