Swan Chocolates Stirring Up Creativity, But With It Comes Change

Swan Chocolates co-owner Michael Anderson doesn't like standing still.

“We could continue doing exactly the same thing we're doing right now, but we jut won't be relevant that way,” Anderson said during an interview in the chocolate shop's upstairs cake lounge on Wednesday afternoon.

Swan Chocolates was closed Wednesday, a surprise to customers who tried to enter the locked shop throughout the day. However, the chocolatier's Facebook fans learned earlier that morning via a letter posted on the page, that some major changes are in the works for the heavily-traveled sweet shop in the center of town. (Read the letter here)

Perhaps the most shocking news was that the seven-day-a-week business that sells homemade chocolate, pastries, and gelato as well as coffee and espresso drinks and more, would be closing to the public Sunday through Wednesday.

It was met with mixed reaction from regulars who ranged from comments like Brian Salerno who said “Really bummed about the change in hours, because Sunday trips to Swan has become somewhat of a family tradition for us,” to Allison Wood Gwinn who saw a silver lining saying, “I don't think being closed Sunday through Wed. is such a bad thing....We will appreciate you more when you are open. My only concern would be will you extend the schedule around the holidays?”

Others questioned if it was a good business move (Anderson firmly believes it is) while even more wondered where they'd get their sweets and coffee the first few days of the week.

The good news, Anderson said Wednesday, is that it's not a permanent change. In fact, to answer Gwinn's question about holidays, he said they would absolutely be open extended hours at the holidays and, in fact, he hopes to re-open at least some of the now-closed weekdays before then.

“I know we're putting a lot on the line,” Anderson said. “But there are a lot of people who've said to us, 'It's a great move, I really hope it works.' ”

He also knew there would be backlash. For the moment, at least, it's been pretty minimal.

“It's inconvenient to folks who like to come here throughout the week, but that's not the intention,” he said.

Indeed, the reason behind the partial-week closure is to innovate, to have the opportunity to be more creative and to make that forward progress Anderson craves.

“We want to make sure we aren't compromising Monday, Tuesday and Wednesday, just to get to Thursday, Friday and Saturday,” Anderson said.

A new and improved Swan Chocolates

Anderson and his wife Theresa, who live right here in Merrimack, opened the shop nine years ago. They wanted then, and still want today, to run a shop that can be a destination. So they are planning regular events in the cake lounge to include free chocolate tastings and wine tastings, cake tastings and the like. In addition, Michael Anderson said they'll have regular events like Bring a Friend Friday where lattes are buy one, get one free, and on Saturdays, their chocolate fountain, which is a hit on tours and at privately-catered events, will be running upstairs in the lounge they opened early in 2012.

Downstairs in the shop, employees will dip chocolates behind the counter, where customers can watch the process and place special orders and a new Truffle Boutique is bound to captivate truffle-lovers with newly-created and experimental flavors.

In addition to new chocolates, Anderson said they plan to roll out one of their biggest requests for gluten-free cupcakes. Most of the shop's chocolates are naturally-gluten free and they are able to bake gluten-free on request, but they have plans to rollout cupcakes in the display case for those who are intolerant or allergic to gluten. Ideally, Anderson said, they would have a gluten-free option for all of their regular cake flavors.

Their second most-requested dietary restriction is vegan, and while he'd like to meet that request, that's where more innovation comes in, because the self-described perfectionist won't settle for putting out a product he doesn't think tastes as good as a non-restricted version.

“It sounds like we're crazy,” Anderson said, “But everyone agreed it's the best thing for what we want the company to be. Any time you make a choice like this, you never know what will happen, but we think it will be great.”

For Anderson, the idea of closing half the week was a big decision, even if only temporarily, but he said he wouldn't do it if he didn't think it could help them improve the shop.

“It's not about making money, in fact, it's never been about the money,” he said.

About the third year in to their business venture, Michael and Theresa, who'd never dipped chocolate before drumming up the idea to learn to do it and open their own business, were offered a buyout. Words like franchise and offers to sell their products in department stores were put on the table, but it would have meant producing chocolates at a lower price point, which meant inferior ingredients.

“They would have been buying our name and reputation, but wouldn't be selling what we were making. We didn't want to sell out,” he said.

Anderson promised the shop would remain the same store their clientele have grown to love, but better. And he hopes people will bear with them through this period of fewer customer-facing hours.

“A lot of companies like us get to this point where they lose steam and stop innovating,”Anderson said. “I don't want that to be us.”

In addition to the in-store changes, Swan's is upgrading its website to include more information and better shopping and shipping options. And according to the letter there will be a new special order/customer service hotline starting Sept. 12. The new hours will be Thursday and Friday from 7 a.m.-8 p.m. and Saturday from 9 a.m.-8 p.m.