In late January, Godiva Chocolatier announced it would be closing or selling all of its domestic chocolate stores, including the one in the Saint Louis Galleria. Not long after, another storied chocolate company, this one with local ties, Bissinger’s Handcrafted Chocolatier, snapped up the space.
It was about as logical a transfer of space as you’ll ever see. “And the fastest, “quips Dan Abel, Jr., vice president of operations for Bissinger’s and Chocolate Chocolate Chocolate Co., the St. Louis company that his father founded in 1981. “We executed the Bissinger’s lease on the last day of February, and, if the stars align, we’ll open by mid-March,” well in advance of April 4, Easter Sunday, one of the busiest times in the candy business.
Find the best food in St. Louis
Subscribe to the St. Louis Dining In and Dining Out newsletters to stay up-to-date on the local restaurant and culinary scene.
“It wasn’t that long ago that Easter was a 40-day holiday,” Abel reflects. “Recently, it’s become a 10-day holiday, which means we’re in good shape.”
Easter at Bissinger’s means filling one’s basket with decorated molasses lollies and sandwich cookies, filled eggs, carrot cake petit fours, and solid chocolate bunnies—and bunnies’ ears—in milk and dark chocolate.
Spring also marks the arrival of something a little different: individually wrapped, pastel-colored chocolate “presents” containing Bissinger’s caramel-filled milk chocolates (“Happy Birthday” presents contain only solid milk chocolate.)
When the rush of Easter-time business subsides, the Galleria location will offer the same line of Bissinger’s French confections and seasonal offerings as its 40-year-old sibling in Plaza Frontenac. A slightly larger footprint (750 square feet in the Richmond Heights mall space versus 600 in Frontenac) allows for a special merchandising section in the storefront where macaroons and strawberries will be hand-dipped in fresh chocolate daily. The Godiva store also sold premium soft-serve ice cream and milk shakes, a tradition that Abel is excited to continue.
“Bissinger’s operated a store in the Galleria from the late ’80s until 2010,” he says. “We hope the traditional products will reengage that customer and that the new offerings will attract a different one.”
In terms of staffing the store with experienced confection and ice-cream experts, the new Bissinger’s at the Galleria is also off to a good start: Abel hired the three full-time employees from the Godiva store. “I’m hoping they will teach me everything I need to know about ice cream,” he says. “All I know is I like to eat it.”
Chocolate Chocolate Chocolate Co. was founded by Dan Abel, Sr. in 1981. The Abel family purchased the Bissinger’s name, recipes, and equipment in 2019. Abel says the connection is serendipitous. “When I was leafing through some old Bissinger’s memorabilia, I came upon the death certificate of Karl Bissinger, a descendant of the founder who opened the store in St. Louis. The doctor’s signature on the certificate read Oliver Abel, Jr.—my great grandfather. I couldn’t believe that our families crossed paths 75 years ago. I guess this was all meant to be.”
