Thorntons has shelved plans to roll out its new concept store after chief executive Mike Davies admitted the timing of the trial during a recession had not been "ideal".
The chocolate retailer launched the format last August in a bid to modernise its image and said it would be rolled out to all stores if successful.
The pilot stores in Kingston, Reading, Bluewater, Nottingham and Edinburgh feature large deli-style counters that display products such as ice creams as well as hand-made chocolates produced in-store.
The new stores also have a raspberry red and mint green colour scheme.
However, in an exclusive interview, Davies said improvements were still needed. He admitted "one or two things" hadn't worked, such as the layout, which did not encourage shoppers to visit all parts of the store. The grouping of products and the decor had, however, been successful and were being rolled out, he said.
"We are helping customers understand that these are the products for gifts, these are the products you might want to share with friends and these are the products to indulge in."
This week Thorntons announced pre-tax profits had fallen 4.5% to £8.1m in the 12 months to 27 June on sales up 3.2% to £214.8m.
The chocolate retailer launched the format last August in a bid to modernise its image and said it would be rolled out to all stores if successful.
The pilot stores in Kingston, Reading, Bluewater, Nottingham and Edinburgh feature large deli-style counters that display products such as ice creams as well as hand-made chocolates produced in-store.
The new stores also have a raspberry red and mint green colour scheme.
However, in an exclusive interview, Davies said improvements were still needed. He admitted "one or two things" hadn't worked, such as the layout, which did not encourage shoppers to visit all parts of the store. The grouping of products and the decor had, however, been successful and were being rolled out, he said.
"We are helping customers understand that these are the products for gifts, these are the products you might want to share with friends and these are the products to indulge in."
This week Thorntons announced pre-tax profits had fallen 4.5% to £8.1m in the 12 months to 27 June on sales up 3.2% to £214.8m.
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