Born in 1974 in Lebanon, Patchi created the chocolate gifting concept, elevating chocolate to new dimensions. In 1977, Patchi opened in Jeddah Saudi Arabia. The brand’s second regional expansion, preceded by Amman, Jordan. The opening in the kingdom was the first step of presenting the brand into the Gulf. Today, Patchi owns a network exceeding 80 boutiques across the kingdom. In January 2020, Patchi announced the opening of its first new retail concept boutique in The Zone, Al-Riyadh Saudi Arabia. Distinguished by its modern interior, outdoor and indoor seating. The boutique in no time became a destination for all chocolate lovers, with plans to expand more in the kingdom across Riyadh and Jeddah regions. Patchi owns today a network of more than 200 boutiques spread across several countries around the globe.
The Luxury Network KSA’s editor-in-chief meets with Patchi’s board member, Hadi Choucair, who joined the institution in 1996, for an exclusive interview to learn more about the secret of the brand’s longevity, insights about its popularity, and the launch of Patchi Café in The Kingdom of Saudi Arabia.
1. Mr Choucair, how has been your journey within the brand?
The Patchi journey has been a beau- tiful and enlightening experience since I first joined in 1996 till today. This journey hasn’t stopped devel- oping since then. Starting with the retail shop, where my commercial experience was born, moving to the industry, where all the secrets of this Heartmade chocolate were taught. I have always thought Patchi should have more recognition and awareness because of how unique and special it was. We’ve always wanted Patchi to be seen the same special way we see it, and not just a chocolate shop. Since 2010, we’ve been working on the branding and marketing development because we wanted the name to connect you to a way of life and help you develop a positive relationship and heartfelt feelings. Patchi went through a major business development in order to be seen as more than a brand, but as an experience; it is a way to celebrate your life moments and milestones. Patchi was never only about the chocolates, but the representation of the brand, the experience, relation- ship, connection, and feelings.
2. How does your expertise come into play for Patchi?
I have always been interested in moving forward. I make sure I am constantly exposed to change and development that happens around the world. Whether it is a new method, idea, or product, it is im- portant for a brand to innovate. The essence of innovation is improvement: at Patchi, we are always making sure we create something better to launch it to the world. It provides us with a deeper con- nection to our customers. We find ways to create bigger opportunities and keep expanding, because everyone should have a chance to experience Patchi.
3. Can you tell us about the ethos behind the brand Patchi?
Patchi consists of a big worldwide family, from different backgrounds that create the inner meaning or acts as the heart of the company. These 50 to 60 people are the creative brains of Patchi who have helped it develop and expand into the brand it is today with their guiding beliefs and connection to it. Along with our founder Mr.Nizar Choucair, as Board Members, we come from different backgrounds, we share difference beliefs, and each one of us has expertise in specific domains where we all focus for the success of the brand. Everyone at Patchi wants to see the brandsucceed and move for- ward, because this is who we are and what we believe in. Expand- ing worldwide is a real. Challenge. Patchi has been blessed with having a family that is ready endlessly to do it. The brand has adapted to different cultures without losing its identity. Patchi’s spirit is the same worldwide because this is what we stand for and what makes the brand unique.
4. How do we go from a family business in 1974 to a global brand with hundreds of boutiques?
The challenge is developing a system without relying on the business Taste Makers family aspect or the decision and opinion of one single person. Yes, we consider Patchi a big family but the role each person has adopted for the success of the brand is what moved the brand forward. We are a big family in hearts, beliefs, and values. The relationship we have with the brand is what connects all of us together but the system we created is what helped the brand to prosper.
5. The Patchi chocolate is famous across the region, what are the se- crets behind its success?
The secret behind our success is our aim and purpose. Our aim has always been to develop Patchi into an experience, and this is when Patchi became The Chocolate Gift Destination. Our success is when people experience the pleasure behind our chocolates and devel- op a connection with the brand. We have kept the same high-quality chocolate, but we have taken it to another level with different approaches whether it is new ways of making it or distinctive flavours. We have succeeded worldwide be- cause we adapt to the culture of the country while keeping the progress and maintaining the global changes of taste.
6. What explains its popularity in Saudi Arabia specifically?
Patchi has been in Saudi Arabia since 1977. We have been part of the Saudi life since day one to a point where Saudis consider Patchi a Saudi brand and not an international one. This brings us back to our point that we have adapted globally; no matter the country or culture, our purpose is the connection between Patchi and the customers. Back in the days, our Founder introduced the new ways of celebrating milestones and happy life moments with many collections like newborns, weddings and more. We aim for experience and celebrations and so do our customers. Saudi Arabia is not simply another market for Patchi. Saudi Arabia is a country truly focused on the future with significant positive lifestyle changes and an ambitious Vision 2030 that’s full of real promise and potential. It’s rapidly progressing, and this makes this an honour and privilege to be part of this exciting present and even more exciting future. As a brand that celebrates daily instances and life’s milestone moments, we want more people to enjoy the good life.
7. Tell us about a key chapter in Patchi’s story?
A key chapter in Patchi’s story was the launch of Patchi Café. Today Patchi Café has several branches in Saudi Arabia & the region. The idea behind the café came to life as the natural extension of the Patchi experience and an opportunity for people to come together and share moments while enjoying the visual charm, mouth-watering tastes, tempting aromas, rich textures, and sound of up lifting chatter. It’s essentially the culmination of 50 years of chocolate passion and innovation. We wanted to bring new dimensions of the Patchi chocolate world experience to people by creating a café that captured the essence of the brand in a way that went beyond exquisite chocolate and stylish chocolate gifts. Since each of our cafes integrates a special retail concept, it’s an invitation to relish original flavours and dynamic modern luxury on the spot and to also take it home. It’s the Patchi you love, only different.
8. Do you note any differences from your customers across countries or regions?
Cultural differences are highly evident when expanding worldwide. It is risky and a challenge, but we pour all our heart into the work to be able to succeed. We always make sure we adapt to each culture and audience by thoroughly studying each country. At the end of the day, the message we are sending is global: It is all about the Patchi experience. Experiencing Patchi, connecting with the brand, the self-pleasure after trying our chocolates, the high-quality we offer, it is all universal and that is what helps us break cultural boundaries.
9. What sets Patchi apart in the market today?
What sets Patchi apart in the mar- ket is how unique it is to the cus- tomer. Any brand can succeed fi- nancially but it is about the relationship it develops with the customers. Patchi is, once again, an experience, not just a choco- late brand. We deliver something that the customer is looking for, something they appreciate: we de- liver value. It is a brand that keeps innovating to meet the market’s trends and changes. We maintain our young spirit and focus on the progress. Nothing stays the same except our quality and values, we keep developing. Our focus is al- ways on the shopping experience and the customer journey.
10. What is your outlook for this coming year and what is coming next for Patchi Brand?
We intend to keep delivering value and in order to do that, our focus will be on the ecommerce business for a smoother shopping experience for the customer. The customer journey is very important to Patchi, we want to identify any gap or prob- lem that they might be facing in or- der to guide them through.
Our new cafés are being worked on and constantly developed to meet customer expectations and wants; we want the Patchi experience to expand worldwide. Along with our presence in the GCC, UK, US we’re now available online in Australia, Canada and China, and we’re expanding to Europe and other promising countries; we want the Patchi message to reach world- wide.
11.What is your definition of luxury?
Luxury is a state of elegance and is tied to one person’s experience. Whether it’s simple and minimal or extreme, it should produce a state of harmony and perfection. What makes something luxurious is how unique it is, the aesthetics, quality, history, self-pleasure and expensiveness. Patchi is more than a chocolate brand. It is the experience and feelings behind it, the gatherings, the connection to home and the pleasure. It is who we are.
12. What is one piece of advice that you live by and who gave it to you?
Back when I was young and joined Patchi family, my father told me: “Set your goals high and always aim for more success… Never believe that you have reached the highest level of success already because your potential is higher than what you believe…” and we do still follow and believe in his words every day and at every milestone .