Aspiring magician, inventor and chocolatier Willy Wonka arrives at a European city to fulfill his dream of opening his chocolate shop at the Galeries Gourmet. After quickly burning through his meager savings, he decides to stay at a laundry/boarding house owned by the devious Mrs. Scrubitt and her henchman Bleacher. Despite Noodle, an orphan who stays at the house, warning him to read the fine print, the illiterate Wonka signs the contract, which forces him to pay excessive charges during his stay. A confident Wonka goes to the Galeries Gourmet to sell his "hoverchocs", which make those who eat them fly. The Galeries' three main chocolatiers – Mr. Arthur Slugworth, Mr. Prodnose, and Mr. Fickelgruber – mock Wonka's chocolates and call the Chief of Police to confiscate his earnings.