The influential members of London’s elite society in the seventeenth – century viewed the consumption of hot chocolate and later solid chocolate treat that were sold in upscale boutiques as a sign of being prestigious. While doing the same time period America settlers pioneered were developing cheaper chocolate bars for consumption to the masses. Centuries passed, and in the 19th hundreds America pioneers grown tired of the taste of mass production chocolate and desired the taste of prominent chocolate. In 1911 Ethel’s Chocolate Lounges, whose named in honor of the matriarch of the Mars Family was founded with her husband Frank entered the chocolate market despite only a 3% growth in the U.S. Chocolate industry. The main reasons of the slow growth were the lack of industry innovation and the less desirable tasting chocolate. The creation of Ethel’s Chocolate Lounge took the existent markets and the original connection between chocolate and the elite social circles and turned it into the new must have. Ethel’s is an establishment that offers exquisite chocolates, in a posh, location. The consumer and the buyer would need to make sure that the purchase makes sense economically, and they would have the acquired taste to enjoy the variety of sweets and chocolates that Ethel’s has to offer. The consumer would have to engage in the extensive decision making would best determine whether or not they could indulge at Ethel’s. The products that Ethel’s is marketing are targeting a small unique group.
There are several factors that can influence a consumer to spend money. Two major influences during this time that would play a role in the consume partaking in the Ethel’s Chocolate Lounge experience would primarily be social Influence and reference groups, specifically aspirational reference groups, would influence on the consumer. Due to the high quality, of the product and the concept of lounge the consumer would have to have a desire and financial flexibility to indulge in such experience or the desire to engage in events and social networking opportunities that Ethel’s will generate. The fact that a lot of emphasis was placed on the décor and ambiance for Ethel’s as well as premium chocolates, sets the tone for this venue to be above average and geared towards a specific clientele, one that is willing to invest in such a purchase.
There are several factors that will motivate the consumer to spend time and buy chocolates at Ethel’s Chocolate Lounge. Age and the environment of the establishment are two key factors. The quiet, cozy, laid back setting may not be attractive to a younger more vibrate crowd that is looking for the upbeat setting. A younger group, such as college students or recent graduates, also will not be able to indulge in Ethel’s because of their financial state or lack thereof. A younger working professional would be more inclined to frequent Ethel’s and see it as on avenue to network and interact with others in their social circle. They will find the atmosphere attractive and convenient as both an investment in their professional and social life. Beliefs and attitudes will also help to motivate the consumer.
Ethel’s Chocolate Lounges offers an experience that is appealing to the self-esteem needs and social needs of its customers according to Maslow’s Hierarchy of needs (Lamb, 2010). The customers of Ethel’s will equate the experience and being able to indulge in such a fine product with attaining a social status. The hip and classy environment that Ethel’s offers is ideal for the mover and shaker who is wanting or needs to be a part of an elite group, and be seen. Ethel’s has created an innovative chocolate experience the company has reinvented itself. Although there was not a public demand for chocolate, Mar’s determination to reinvent itself helped create a desire in the community and appeal to a niche market. Chocolate houses dates back centuries and the Europeans are accustomed of indulging in a unique quality of products that are a direct reflection of the status one has been able to attain.
The article compares the rise of Ethel’s Chocolate Lounges to that of Starbucks. It is clear the vast impact that Starbucks had on the consumer’s that drank coffee. Even today, for many Starbucks is something one can only indulge in occasionally, statistics show that the average coffee drinker can spend between $800-$1000.00 per year on Starbucks coffee alone. Lou Macabasco claims that Starbucks has spread and gained popularity like McDonalds. He says, “[A] life that existed without Starbucks became a life that couldn’t exist without Starbucks.” Macabasco is right because our culture’s dependency on Starbucks’ coffee has increased over the year. The growth and potential of Ethel’s Chocolate Lounge could have the same impact in their line of business if the proper marketing is utilized.

Lamb, C. W. (2010). Marketing. Mason.
Macabasco, L. (2009, 2009. Web. 23 Mar 2012.). "livelifetothefullest.com.". Retrieved from <http://lifetofullest.com/why-do-we-love-starbucks/>.