Natascha wine expert: She waited more than three hours to buy a chocolate bar.Image: Yannick von Eisenhart Rothe
People stand in the cold for hours to buy a chocolate bar from Lindt for 15 euros. Some of them want to make a profit, many of them come away empty handed.
Shaking his head, an older man stops and looks at the queue about 100 meters long at the mall. Berlin. “What’s going on here?” he asks. When he finds out that people want to buy a chocolate bar for 15 euros, his understanding does not increase. “Are there diamonds?”
No, there are no diamonds in Lindt’s Dubai chocolate, just pistachios and kadayif, ie strands of toasted dough. In recent months, there has been a hype about the expensive sweet on social media. Swiss chocolate manufacturer Lindt is now selling its version for the first time, in a limited edition. There should be a total of 1,000 bars, and 100 will be sold this morning in Berlin. Too little to feed everyone in line.
Queue at the Mall in Berlin: Many people were waiting empty-handed.Image: Yannick von Eisenhart Rothe
Anyone who wanted to get a bar had to wait hours in front of the shop in a temperature of around three degrees until the sale
They hope to earn between 250 and 300 euros each. A look at a well-known sales platform shows that they are not the only ones with the idea. At noon, some of the bars sold in Berlin are offered there, at prices between 120 and 400 euros. Whether anyone will pay for this remains to be seen.
Wine expert Natascha didn’t buy her table for private enjoyment either. It offers wine pairings, ie combinations of foods such as cheese or chocolate with the right wine. “I want to be the first to do this with Dubai chocolate,” she says. To do this, she stood in front of the shop at 7:15 am
But then there are also people who buy chocolate privately. “I stood in line with my son so he wouldn’t go to school,” says Elli, laughing out loud. “Just kidding, if he didn’t have permission, he’d be dead.” The eighth grader really likes chocolate. «We know the original Dubai“Because we like to travel there,” she says. The first taste of the Lindt version did not convince her. The original is much thicker and creamier, she says. Lindt is much greener. “I prefer softer,” says Elli.
By 11:30 am the 100 bars were sold out. Employees hand out discount vouchers to those waiting and who came out empty-handed. They can also register on a waiting list for the Dubai chocolate sale online.
Elif is one of the first to come away empty. “I’m disappointed. I waited two and a half hours for nothing,” she says. She criticizes the organization of the event. “I thought the first 100 people would get their chocolate at 10 am. But it all took forever.”
Chocolate – because you can’t get enough of it!
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Chocolate – because you can’t get enough of it!
All images: Shutterstock
We tried the Dubai chocolate from Switzerland
Video: watson
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Interview Between Time.news Editor and Chocolate Market Expert
Editor: Welcome, everyone, to this special segment of Time.news where we dive into the fascinating world of luxury foods. Today, we have with us a chocolate market expert who can shed light on a recent phenomenon in Berlin—people lining up for hours to buy a bar of Lindt chocolate selling for 15 euros! Thank you for joining us!
Expert: Thank you for having me! It’s great to be here to discuss this quirky yet intriguing situation.
Editor: So, let’s get right to it. Why do you think people are willing to stand in the cold for hours for a chocolate bar?
Expert: Well, this particular chocolate is part of a limited edition release from Lindt, inspired by the popular original Dubai version. Limited releases often create a sense of urgency and exclusivity, which prompts people to wait in long lines. It’s not just about the chocolate; it’s also about being part of an experience and trend.
Editor: That’s very insightful! It seems like the hype really kicked off on social media. How much do you think social media plays into this type of consumer behavior?
Expert: Social media is a huge factor. It drives trends and creates excitement about certain products. In this case, images and testimonials of the original Dubai chocolate generated a lot of buzz. When a product is framed as ‘exclusive,’ people want to be part of that story. The desire for social currency—the need to share unique experiences—drives people to take such measures, just like our friend, Natascha, who is seeking to pair this chocolate with wine.
Editor: Speaking of Natascha, she stood in line for hours to be the first to incorporate this chocolate into her wine pairings. Do you think this trend signifies a shift in gourmet food experiences?
Expert: Absolutely! It’s wonderful to see consumers evolving towards more curated and experiential dining. Pairing a luxurious product like this chocolate with fine wine not only enhances personal enjoyment but also elevates the entire meal experience. This trend might push more chocolatiers and chefs to explore innovative pairings and take part in this gourmet renaissance.
Editor: It’s fascinating how something as simple as a chocolate bar can ignite such passion! However, the reality is that not everyone ends up getting what they queue for. We heard accounts of individuals leaving empty-handed. How does that impact customer satisfaction and brand loyalty?
Expert: That’s a crucial point. When events are poorly organized, as some complained about, it can actually turn customers away. In this case, while enthusiasts like Natascha may remain loyal, others who left disappointed might feel deterred from future purchases or events. It’s a delicate balance between creating excitement and managing expectations. Brands need to learn from events like this to enhance the shopping experience and ensure that loyal customers feel valued and satisfied.
Editor: Great insights! Lastly, given the potential resale market where these limited bars are listed from 120 to 400 euros, what’s your take on the secondary market for luxury foods?
Expert: The secondary market for luxury foods is definitely on the rise, spearheaded by the thrill of exclusivity. It shows how some consumers are not just interested in the product for personal enjoyment but also for potential profit. However, this can lead to inflation and access issues for genuine consumers who just want to indulge. The challenge lies in retaining the premium nature of the original product while also addressing the needs of genuine fans.
Editor: Thank you for your valuable perspectives today! It’s clear that chocolate, especially in this current context, is more than just a treat; it’s a complex interplay of consumer behavior, market dynamics, and cultural trends. We appreciate your insights and look forward to seeing how the chocolate market continues to evolve.
Expert: Thank you for having me! It’s been a pleasure to share my thoughts on such a sweet topic!