Whether you’re a serious chocolate lover or just looking for a thoughtful gift, knowing your options in Birmingham matters. Hotel Chocolat’s Bullring store (Hotel Chocolat) sits at the centre of a three‑way contest with Lindt’s outlet near the NEC and the legacy of Thorntons, which no longer has a physical shop. This guide compares the three brands on price, quality, and accessibility, so you can choose the right cocoa fix.

Last checked: 2026-09-14

Store location: Bullring & Grand Central, Birmingham · Phone number: 0121 643 6597 · Friday hours: 9:00 am – 8:00 pm · Saturday hours: 9:00 am – 8:00 pm · Sunday hours: 11:00 am – 5:00 pm

How we researched this

Last checked: 2026-09-14.

Sources reviewed: official shopping centre website (Bullring), official brand site (Hotel Chocolat), neutral review platform (TripAdvisor), job listing site (Indeed).

No on‑site visit, no staff interview, no independent price verification.

Hotel Chocolat Bullring – Key facts at a glance

1
  • Unit SU521, Middle Mall West, Bullring, Birmingham B5 4BU (Hotel Chocolat)

Opening hours

  • Monday–Thursday: 09:00–20:00
  • Friday: 09:00–21:00 (Bullring & Grand Central)
  • Saturday: 09:00–20:00
  • Sunday: 11:00–17:00 (Bullring & Grand Central)

Other locations

Hotel Chocolat vs Lindt vs Thorntons: Quick comparison

Brand Positioning Birmingham presence
Hotel Chocolat Luxury British chocolatier, high‑cacao focus (Hotel Chocolat) Multiple: Bullring, New Street, Merry Hill, plus others across Midlands (Chocolatier.co.uk)
Lindt Swiss heritage, widely recognised (Resorts World Birmingham) Single outlet at Resorts World Birmingham (NEC) (Resorts World)
Thorntons Traditional British brand 0 physical stores (all closed March 2021) (Secret Birmingham)
Editorial note: Hotel Chocolat’s Bullring store offers a sit‑down café experience (available at the New Street location since November 2017 Veggie Foodie). Thorntons, sadly, can no longer be visited in person.

Why this matters for Birmingham shoppers

If you’re after the widest selection of cocoa‑heavy chocolate in a city‑centre setting, Hotel Chocolat is the clear winner. Lindt offers a different experience at an outlet location, while Thorntons has moved entirely online.

Frequently asked questions

Is there a Hotel Chocolat at Bullring?

Yes – the Birmingham branch is located at Unit SU521, Middle Mall West, Bullring & Grand Central (Bullring & Grand Central).

Does Hotel Chocolat have other shops in Birmingham?

In addition to the Bullring boutique, Hotel Chocolat operates a café‑style outlet at 117 New Street (Secret Birmingham) and a store in the Merry Hill shopping centre near Dudley (Merry Hill).

How accessible is the Bullring store?

The Bullring store sits in the main shopping centre, a short walk from Birmingham New Street station.

Cocoa sourcing and quality

Hotel Chocolat positions itself as a “luxury British chocolatier and cocoa grower” (Hotel Chocolat). Thorntons, now an online‑only brand, sits at a lower price point but also uses lower cocoa percentages and more standardised recipes.

Customer feedback: Reviews on neutral platforms highlight the in‑store experience and product quality.

The pattern: Birmingham shoppers value the in‑store experience (samples, knowledgeable staff) and the quality of the chocolate itself. The Bullring store, described by the shopping centre as “a chocolate lover’s dream” (Bullring & Grand Central), reinforces that image. For a true high‑end chocolate experience in Birmingham – whether for a gift or personal indulgence – Hotel Chocolat is the definitive choice.

Alternatives to consider

If you’re not convinced by Hotel Chocolat, consider these options:

  • Lindt Chocolate Shop, Resorts World Birmingham – Unit 43, NEC, Marston Green B40 1NT. Aimed at gift shoppers with a pick‑and‑mix counter (Resorts World).
  • Thorntons (online/retail) – No physical stores remain, but you can order classic assortments from its website or pick them up at Sainsbury’s, Tesco, etc.

Our recommendation

For gift shoppers: The Bullring boutique has an extensive selection of gift boxes, personalised options, and seasonal collections. If you’re near the NEC, Lindt’s pick‑and‑mix is a fun alternative, especially for children.

For value seekers: Lindt in supermarkets gives you Swiss quality at a lower price, while Thorntons online is the cheapest choice.

Opening hours in full

Monday–Thursday 09:00–20:00, Friday 09:00–21:00, Saturday 09:00–20:00, Sunday 11:00–17:00 (Bullring & Grand Central).

Address confirmed

Yes – Unit SU521, Middle Mall West, Bullring & Grand Central, Birmingham B5 4BU (Hotel Chocolat).

Price positioning

Hotel Chocolat describes itself as a “luxury British chocolatier and cocoa grower” and its products sit at a premium price point compared with supermarket brands (Hotel Chocolat).

The brand uses higher cocoa percentages, sources directly from its own estate in Saint Lucia, and emphasises ethical production, which increases cost (Hotel Chocolat).

Sources

  • Hotel Chocolat – Birmingham store page
  • Hotel Chocolat – UK main site
  • Bullring & Grand Central – Hotel Chocolat tenant page
  • Resorts World Birmingham – Lindt store page
  • Secret Birmingham – Thorntons closure
  • Secret Birmingham – Best chocolate shops in Birmingham
  • Chocolatier.co.uk – Midlands chocolate shops
  • Merry Hill – Hotel Chocolat store listing
  • Veggie Foodie – Hotel Chocolat New Street opening