Азбука родителей
Luxury ice cream latest hot fad for Indonesian middle-class
- Подробности
- Категория: Читаем на английском
- Опубликовано 01.05.2011 22:00
- Автор: ВинМама
- Просмотров: 364
Jakartans love new things, and the rapidly growing middle classes of Indonesia's capital always fight to be first -- whether watching the latest Hollywood blockbuster, owning the newest gadget, or being seen in a trendy bar.
But even the most avid trendspotters have been surprised by the craze for Magnum ice cream that has swept the city since the February opening in central Jakarta of the Magnum Cafe, months after the brand was relaunched in Indonesia by parent company and consumer goods giant Unilever.
The success of the cafe, which features the iconic chocolate-coated ice cream on a stick, is a tribute to the rising power of the middle-class, empowered by robust demand and growing investment in the far-flung archipelago.
The queues snake longer each day as ice cream lovers come in droves, waiting for several hours at peak times. “It's the Belgian chocolate that makes it different to other ice creams”, said Githa, a teacher in Jakarta.
Ads by Google
“The chocolate is amazing. The cafe offers different ways of enjoying Magnums, from dipping into sauces to Magnum appetizers, main courses, desserts and mocktails. The menu, created by an Italian chef, includes Waffle de Aristocrat, Goblet of Chocolate, Crown Jewel and Truffle Royale. Since its opening day, the cafe has received great enthusiasm from ice cream lovers in Jakarta”, said Meila Putri Handayani, a senior brand manager at Unilever Indonesia.
During peak time, it takes approximately 2.5 to 3 hours. Handayani declined to give the exact number of Magnums sold but said the cafe sells hundreds each day, with numbers ramping up at the weekend.
http://www.indianexpress.com/news/luxury-ice-cream-latest-hot-fad-for-indonesian-middleclass/776610/