fbpx

Business as Unusual: Hoffman’s Chocolates

Lifestyle continues to reach out to businesspeople all over South Florida to ask questions about the impact COVID-19 has had on their businesses—and what the future holds. Today, we check in with Randall Vitale, president of Hoffman’s Chocolates, which has been making South Florida sweeter for more than 40 years.

 

Business Background: With seven retail locations in Palm Beach and Broward counties, Hoffman’s Chocolates is known for its gourmet chocolates as well as its 70 varieties of confections, such as chocolate-covered cookies and ice cream. In addition to its retail stores, its headquarters in Greenacres is a popular stop for locals and tourists to watch simmering chocolate and caramel as well as candy making—especially during the holidays. During the pandemic, Hoffman’s, part of BBX Capital Corporation, kept its stores open for curbside pick-up and free delivery. In addition, Hoffman’s joined its parent company in distributing lunches to local hospitals.

 

Randall Vitale, president of Hoffman's Chocolates
Randall Vitale, president of Hoffman’s Chocolates

The impact: “The pandemic was hard on all retailers and Hoffman’s was no different. Our factory and retail stores were impacted by having to close initially, followed by only offering curbside pick-up during reduced hours. Unfortunately, we had to significantly reduce hours for team members during this time.

“Initially, we closed everything. However, once we were allowed, we started to do curbside pick-up at all retail stores. Guests would order over the phone and call the store once they arrived to have a team member meet them outside with their chocolate and/or ice cream. As you can expect, sales were down drastically. In some weeks, we were doing 5-10% of prior year sales. This created a very challenging environment for us. We did, unfortunately, have some permanent layoffs.

“Nearly all of production for the spring holidays was done before COVID hit in March. This created quite a challenge as we had a lot of inventory, but our stores were not having anywhere near their normal traffic. Fortunately, we were able to move most of the inventory and also slowly build up for the slower summertime sales months.

“[As of early August], stores have opened again, but most still have reduced hours. Sales have improved a lot from the bottom in March/April, but we are still not anywhere close to prior years’ numbers.”

 

Making changes: “One item that we likely will continue to offer is curbside pickup—the feedback has been great. I also expect more of a focus on wholesale and online sales as growth channels for us in the future. There is no doubt in my mind that consumer behavior has shifted, and I believe omnichannel shopping is going to be required by retailers to compete in the future. We are now offering local delivery in addition to the curbside pick-up options. Online orders are also up year over year. They don’t want to be without Hoffman’s, and [curbside delivery and online orders] have made it very easy for them to get their favorite treats to bring back home to enjoy.

“We have also been taking The Sweet Ride [truck] out to many neighborhoods to provide a unique outdoor Hoffman’s experience for many of our fans. I expect we will continue doing this more as the feedback has been great.”

 

Online environment: “It has been amazing how technology has allowed us to continue working to move the business forward. We have regularly been using Zoom and conference calls to keep the team focused and on the same page in this constantly changing environment. Many of our teammates have been working from home, and while it has been necessary during this time, I for one really prefer the office environment. I imagine some combination of technology and in-person meetings makes sense, but I miss being around the team.

“When times are challenging, having the right team in place makes all the difference. I am so proud of everything our team has done, and continues to do every day, to help us navigate these challenging times.”

You May Also Like
Shoma Village and City of Hialeah Host FoodTruck Fest on Saturday

The event will also include a Mother’s Day-themed marketplace.

Read More
Shoma Village
Dolphin Mall in Miami to Open Entertainment Venue Featuring Dining and Hospitality Options

Taubman Realty Group and Live! Hospitality & Entertainment partnered to create Vivo! Dolphin Mall, which will feature 62,000 square feet of dining and entertainment space with an expansive 30,000-square-foot al fresco plaza set to debut this summer. Vivo! will provide a destination for premium entertainment, food, drinks and first-class hospitality in Miami.  “It’s been incredible

Read More
Las Olas Wine & Food Festival Returns for 27th Anniversary

The Las Olas Wine and Food Festival (LOWFF) will celebrate its 27th anniversary on Friday, April 21. As one of Fort Lauderdale’s most extensive wine and food festivals, the event will transform Las Olas Boulevard and offer guests the opportunity to sip, sample and enjoy dishes from 40 of South Florida’s finest restaurants and more

Read More
Vinya Wine to Celebrate National No Phone Day With Miami’s Top Restaurants

Wanting restaurant guests to enjoy their meal and camaraderie with friends and family, Vinya Wine is spearheading an initiative to encourage patrons to enjoy a sip of wine with friends or family on National No Phone Day. Organized by Allegra Angelo, Vinya Wine partner and sommelier, Tuesday, April 18 has been declared No Phone Day,

Read More
Other Posts
Editor’s Letter: Everyone Under the Sun Starts With Stacy Ritter

Our September cover subject embodies her organization’s slogan.

Read More
Kevin Gale
Visit Lauderdale Ambassador Abbas Karimi Wins Silver Medal at 2024 Paralympics

“Inclusivity is an important part of our mission at Visit Lauderdale,” says Stacy Ritter, president and CEO of Visit Lauderdale. 

Read More
Paralympic Games
Stacy Ritter’s Visitor Vision

Visit Lauderdale’s CEO creates a place for everyone under the sun.

Read More
Ritter