Rocky Mountain Chocolate Factory Unveils New Store Concept

DURANGO, COLORADO (Monday, September 24, 2001) - Rocky Mountain Chocolate Factory, Inc. ("the Company") (Nasdaq: RMCF), recently unveiled a new retail store concept with the grand opening of franchised locations in Redondo Beach, California; Orange, California; Duluth, Minnesota and Tampa, Florida.
"We felt our traditional store image was somewhat dated and did not effectively reflect and merchandise the Company's high quality product offerings," stated Franklin Crail, Rocky Mountain's president and chief executive officer. "The challenge was to transition to a contemporary look that is tailored to be more effective in upscale retail environments, without losing our original appeal."

Design Forum of Dayton, Ohio supplied the creative input for the new design concept, which enhances functionality and emphasizes the Company's unique in-store candy-making operation. Design Forum's credentials include retail concepts for Cracker Barrel, Papa John's Pizza, PGA Tour Stop and Ron Jon Surf Shops. "Initial feedback on our new store design has been extremely favorable," Mr. Crail added. "The concept can best be described as 'cleaner lines, more upscale' when compared with our existing traditional-looking confection stores." The Company plans to open four additional new concept stores by the end of the year in Columbus, Ohio; Atlanta, Georgia; Valencia, California and Broomfield, Colorado.

Dovetailing with the Company's architectural face-lift, Seattle-based Hornall Anderson Design Works just completed a makeover of the Company's logo and gift line of chocolates and confections. Known for its leading-edge design and brand repositioning for such notables as Starbucks, Pepsi, Novell and Corbis, Hornall Anderson's designers used a metallic copper field, pearly metallic color accents, real copper hang tags and a "swirling chocolate" motif to redefine and add value to the retail gift packaging line. The Company expects to roll out the new packaging to all Rocky Mountain Chocolate Factory stores in time for the upcoming holiday season.

"Following eighteen months of research and focus group testing, the Company is in the process of repositioning its brand from the 'chocolate-by-the-piece' company to the 'upscale, every day' chocolate store," observed Bryan Merryman, chief operating officer of Rocky Mountain Chocolate Factory, Inc. "We believe chocolate consumers desire a high quality, trustworthy, yet affordable alternative for their 'every day' chocolate experience. Consumers are looking for a chocolatier that can provide high quality, great-tasting chocolate for their personal consumption that also offers creative solutions for their gift-giving needs. Management believes the new store design and new packaging will uniquely position Rocky Mountain Chocolate Factory to dominate this niche and expects to attract new customers and maximize sales with our existing customers, particularly in the gift category."

"With the economy slowing, the Company has experienced increased interest in its franchise concept, as more individuals strive to own and operate their own businesses," continued Merryman. "Through September 24, 2001, fifteen new franchised stores have opened this year (four of which reflect the new concept), six additional franchised stores are under construction and leases have been signed for another three locations. By the end of this fiscal year, we believe Rocky Mountain Chocolate Factory will be operating more retail chocolate stores than any other brand in the country."

Rocky Mountain Chocolate Factory, Inc., headquartered in Durango, Colorado, is an international franchiser of gourmet chocolate and confection stores and a manufacturer of an extensive line of premium chocolates and other confectionery products. The Company's common stock is listed on The Nasdaq National Market under the symbol "RMCF".

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