Chocolate at the Disneyland Resort is found in nearly every retail and food location in and around the resort with it primarily being portrayed with the same innocence surrounding the founding of Disneyland and its characters (Marciodisney, 2011): yet the marketing of the chocolate that primarily uses Disney characters and images to sell its products while delightful is tainted because a theme of secrecy, sex, and exclusivity exist in and around the resort where chocolate is concerned.
Chocolate and products that contain chocolate surround most of us in our daily lives as consumers (Allen, 2010). As I contemplated what to write about in my final post on chocolate for this class I could not think of another place that I desired to explore how chocolate is used, influences, and motivates behavior than at the Disneyland Resort, a place that holds a special place in my heart. In order to fully explore the relationship between chocolate and Disneyland I traveled to California and spent two days “researching” how chocolate is used, where Disney sources the chocolate they use, and the role that marketing plays in the production and sale of chocolate at Disneyland. What I found was that chocolate, like many other foods and products at the Disneyland Resort is influenced by many factors both positive and negative. Several of the factors used to motivate and guide consumer behavior to purchase chocolate in Disneyland are enjoyment, food, and it is an outlet for consumers to entertain themselves, however it appears that some of the motivation is driven under the often subtle guise of providing a source of supplemental income for the resort at the cost of violations of morals and stereotypes that fuel and drive consumer behavior.
History of Products in Disneyland
Nestled in Anaheim California, Disneyland is advertised as the Happiest Place on Earth (Disneyland, 2014), but is more than a tourist destination, it is a beacon American capitalism generating more than 3 million dollars per day in revenue (Disneyland Resort Public Affairs, 2012). When Disneyland opened in 1955 Walt Disney proclaimed that “Disneyland is dedicated to the ideals, the dreams and the hard facts that have created America” (Disneydreamer, n.d.), with no hard facts more true that those of capitalism and marketing. Since the beginning Disneyland has incorporated products and businesses into its operational structure to offset costs and guide consumer behavior, a strategy that is still used today as evidenced through my exploration of how chocolate is used and sold in the park and how the success of the Ghirardelli Soda Fountain and Chocolate Shop
Image Source, personal photo, May 7, 2016
continues the trend of outsourcing products and brands for profit. In addition to bringing in the popular chocolate brand Ghirardelli to the resort (Disneyland Resort Public Affairs, 2012), Disneyland sells several products that capitalize on the characters and animations that they have developed and created often using these in seductive and sexually enticing ways, ways that are often copied by other companies as they attempt to capitalize on the success of Disneyland (Coe & Coe, 2013).
Exploring the Chocolate Selection at the Disneyland Resort
Throughout the Disneyland Resort several shops sell a variety of chocolate items that are both prepackaged and “made” at the resort. The items that are available include chocolate bars, prepackaged chocolate items such as nuts and non-perils, items hand created out of chocolate including dipped apples, a variety of desserts at restaurants, and other chocolate items where chocolate is used not as a main ingredient but as a decorative and supplemental additive such as when it is drizzled on fruit and used as a tool to write a message on a plate. Several products are available throughout the resort and most of the stores that sell them all have similar if not an identical selection available no matter where I shopped for chocolate.
As I was shopping throughout the resort for chocolate I noticed a striking similarity, in addition to all of the products being similar and identical in every store all of them, including the products sold exclusively at the Ghirardelli Soda and Chocolate Shop, shared the common characteristic of not being sourced as to where the chocolate originated. Additionally, the packaging on both the prepackaged and in-house packaged chocolate items (see figure 1)
Figure 1, source personal photo, May 7, 2016
made no representation as to where the chocolate originated nor where it was processed aside from where the final product was made (see figure 2).
Figure 2, source personal photo, May 7, 2016
Even upon further investigation and asking employees where the chocolate originated I was left unfulfilled in my quest to find out the source of the chocolate that the use in their products. At one register I inquired if the cashier knew where the chocolate came from and she stated that it “came from the chefs in the back” of which I asked her where the chefs get it and she said it was all made at the resort (A. Cast member, personal communication, May 7, 2016), something that I knew was not accurate because I believe that they would advertise if Disneyland was a bean to bar operation, therefore I believe that they are operating a type of chocolatier making and selling items originally and repackaged.
Disney cast members making chocolate items, source personal photos, May 6, 2016
Exploring the Originally Produced Items
A large variety of items are offered for sale throughout the resort that are produced by hand and not mass produced. Many of these items are quite unique and include a variety of chocolate covered apples, various items dipped in chocolate including nuts, peanut butter, fruit, marshmallows, and candy (see figure 3 & 4).
Various items available for sale in Disneyland, Figures 3 & 4, source personal photos, May 6, 2016
While these items were unique and quite tasty with a desirable aroma, good color, and a flavor characterization that merged into one another in a seamless manner (Presilla, 2009) based on empirical observations conducted using several taste samples, all of the chocolate products shared similar characteristics. The similarities that existed centered around three common themes, the first was chocolate items that represented Disney cartoon characters and other fictional characters such as Darth Vader and Tigger (see figure 5 & 6).
Figures 5 & 6, source personal photos, May 7, 2016
The second theme was several products were created to represent and celebrate the 60th anniversary celebration that is underway at the Disneyland Resort (see figure 7).
Figure 7, source personal photo, May 6, 2016
The third theme that was observed throughout my shopping adventures was that traditional items that are not associated with any Disney specific character or event itself were also available for purchase. In addition to the in-house made chocolate items available for sale several already packaged items were offered for sale as well that included chocolate bars, nuts, and other items all packaged and sold as products that depicted either a Disney character or promoted the Disneyland Resort itself (see figure 8)
Figure 8, source personal photo, May 7, 2016
Exploring the Prepackaged Items
The prepackaged items that were available for sale fell into two categories, those that were formal and directed toward any audience and those that attempted to use humor by portraying Disney characters or Disney quotes in an attempt to grab the consumers interest and motivate them to buy. Within the products that attempted to use humor some were funny, some were silly, and some were offensive and portrayed women in sexual ways that I thought were inappropriate. Some examples of the items that I found to be funny was a chocolate bar that portrayed Mickey Mouse as Sorcerer Mickey with the title “And now I will make this chocolate disappear”(see figure 10). A chocolate item that I thought was silly was a milk chocolate caramel item that was titled “Mood Chocolate” and stated “If you’re feeling Grumpy, it can make you Happy. But don’t be Dopey and eat too much… or you’ll have to see the Doc!” using a portrayal of the Dwarfs from Snow White (see figure 9)
Figures 9 & 10, source personal photos, May 7, 2016
The chocolate bar that I was offended by featured a picture of Jessica Rabbit from Roger Rabbit wearing a low cut dress and showing a great deal of her animated breasts with the caption “I’m not bad I’m just drawn to chocolate” (see figure 11).
Figure 11, Source http://www.IMNOTBAD.com, retrieved May 11, 2016
This chocolate item in particular is one that Disney is crossing the barrier from cute to sexism because they are using sex to sell chocolate. Despite the overarching theme of innocence in most Disney characters, having this chocolate bar puts Disney into the same category as many other chocolate manufacturers who use sex and sexual innuendo to sell products by reinforcing the dominate ideologies that classify women as sexual objects (Robertson, 2009). While the marketing is at times distasteful and offensive one cannot argue its success with the lines at the chocolate shops often stretching a dozen or more people at any given time of the day or night which not only promotes marketing of this type it reinforces it as well financially.
In addition to the creative and sometimes distasteful marketing that exists surrounding the chocolate for sale at the Disneyland Resort many other concerns exist regarding the price point of the products for sale. Because the Disneyland Resort only sells their own chocolate with the exception of the Ghirardelli Soda Fountain and Chocolate Shop they are free to set whatever price point they desire for their products. Because many consumers who visit plan to spend disposable income on food and beverage purchases a market of willing consumers pays for the privilege to buy the chocolate offered for sale with no possibility of free market competition to help regulate the price market demanded for some of their items. Because this situation exists several chocolate items are priced well above traditional pricing normally found for similar items sold outside the gates of the resort. An example of this can be found when looking at the chocolate covered apples available that are priced between $10.99 and $13.99 apiece (see figure 12).
Figure 12 & 13, source personal photos, May 6, 2016
These prices coupled with 16 ounce box of assorted chocolates being sold for over $23 and a variety of items at Ghirardelli offered for sale over $30 makes buying chocolate at the Disneyland Resort a potentially pricey scenario, all for chocolate that is not sourced, described, or explained outside of its affiliation with the Disney marketing on the packages and the availability to only purchase many of the items inside of the Disneyland Resort after admission is paid which varies but averages $100 per person per day (Disneyland, 2016).
Summary of Chocolate at the Disneyland Resort
During my two-day chocolate consuming adventure, I learned several things including the chocolate at Disneyland is geared toward an American pallet using a formula and process that is very similar to chocolate commonly found produced by mass American chocolate companies (Coe & Coe, 2013). The second thing I learned was that despite the commonality of the chocolate, where the source is kept secretly hidden and the “nothing unique” thoughts I had about its taste, I loved the presentation and the creativity that is put into the manufacturing of the items. Disney does a great job of having their employees visible to the general public as they are producing and packaging many of the chocolate items that they sell. As a consumer I found this to be delightful because I could see for myself how many of the items I purchased were being made. This added a great deal to the experience and motivated me to spend even more of purchasing items to see what they tasted like as I had just seen them being made and was curious.
Aside from the unique items produced in-house at the Disneyland Resort I found many of the prepackaged items to have a similar taste as the in-house made items despite them being produced in a factory. Overall the quality of these items was good and the only drawback that would dissuade me from purchasing more of these items would be the price. In addition to the items available for purchase in the store the restaurant original items that were themed and created were wonderful and would be a motivation for me to return to the park again with friends because the flavors that Disney used created a chocolate taste that mixed fruit, nuts, and cake to make unique flavor combinations that would be perfect to share as a way to bond and come together as we consume items that perhaps may not be the best for us nutritionally but would fill social needs (Mintz, 1985). Even though the price was high for most items, the marketing was somewhat offensive on one item, and the variety between and among brands was lacking I would still recommend sampling items available at the Disneyland Resort because it is one of the most unique chocolate adventures and tastings one will ever have.
Source personal photo, May 7, 2016
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Coe, S. D., & Coe, M. D. (2013). The true history of chocolate. New York: Thames and Hudson.
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Disneyland Resort Public Affairs (2012). The Happiest Place on Earth Just Got Happier https://publicaffairs.disneyland.com/the-happiest-place-on-earth-just-got-happier/
Marciodisney. (2011). 1955 Disneyland Opening Day [Complete ABC Broadcast]. Retrieved May 11, 2016, from https://www.youtube.com/watch?v=JuzrZET-3Ew
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Robertson, E. (2009). Chocolate, Women and Empire: A Social and Cultural History. Manchester: Manchester UP.