In a spur-of-the-moment decision, two BYU–Idaho students opened Guilty Pleasure, a hot cocoa business operating out of a trailer.

"We decided right then and there to drive to City Hall and get the permits, and we were good to go," said Elijah Jones, a biomedical science major.

Jones and his business partner, Hyrum Robinson, a business management major, first opened their business in November 2025 and have enjoyed seeing their business grow since then.

"It's been difficult in a lot of ways, but also warmly received in other ways, and we've seen a lot of success," Jones said.

In front of the Guilty Pleasure trailer, Robinson and Jones set a up a sign that customers can write their guilty pleasures on when they stop by to buy hot cocoa. Responses on the Guilty Pleasure sign from customers varied from ice cream and nerd clusters to dopamine purchases and burning couches.

"It's been a lot of fun to put together," Jones said.

Currently, Guilty Pleasure only sells hot cocoa, but Robinson and Jones are already discussing plans for the summer, including a potential menu and location change.

"This summer will definitely have something different," Robinson said.

Jones shares his hopes of expanding Guilty Pleasure into more than just an afterthought for unplanned dates.

"We want to create a culture and an opportunity that is a complete date," Jones said. "If we went and set up at Porter Park and organize games and events, and then catered them with whatever confectionary delight we choose to give, we think that's the kind of culture we are trying to build."

Deals and discounts can be found on the Guilty Pleasure Instagram page, including news of upcoming partnerships with other businesses.

"We also do date discounts," Jones said. "So if you are with a date, we do a buy one get one half off, which drops it down to basically just two dollars a cup."

Usually the Guilty Pleasure trailer can be found in the parking lot across from Cafe Rio, but may move if there is a big event happening.

They are open Wednesday through Saturday from 7 - 10 p.m. and Tuesday from 11 a.m. - 1 p.m.