The chocolatier will host 45-minute tasting workshops in selected Hotel Chocolat stores after closing hours in the coming months.
Small VIP groups will be given a glass of Prosecco on arrival with a short introduction about the brand, followed by a chocolate tasting where a Hotel Chocolat host will talk guests through the flavour profile of that week’s chosen focus.
Guests will be given a 'Secret Card', entitling them to £10 off any purchases on the night. They will also receive a mystery envelope containing anything from a free hot chocolate to further discount vouchers.
The events are designed for adults but children are also welcome. The ticket price is £10.
The Lock-Ins form part of the brand's experiential strategy, which is aiming to build an emotional connection with customers and to increase brand loyalty.
More: Another retail brand that often creates events to drive people into stores is Ikea, which launched a pop-up DIY restaurant last year. Check it out here: Event TV: The Dining Club by Ikea
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