Belgian chocolate maker Godiva wants you to think of it when you want a breakfast sandwich, a lunch salad or an afternoon pick-me-up coffee and cookie.

The 93-year-old confectioner on Thursday opened its first cafe in the U.S. in New York’s Midtown East, featuring many firsts of their kind for a brand known for its collection of premium chocolates. For example, for the 1,200-square-foot cafe, Godiva created and even trademarked the Croiffle, or a croissant pressed into a waffle iron; designed its own signature coffee and teas, such as black tea with Godiva cocoa nibs; and created dark chocolate lava and white raspberry oatmeal cookies inspired by its chocolate flavors. READ MORE