It should have a very slight chocolate flavor (like a light milk chocolate/German chocolate flavor), and maybe a bit of tang from the buttermilk and vinegar. It's a very moist cake. It makes me cringe from all the food coloring, but aside from that the cake itself is good. I don't like chocolate very much so for me it's a very good, mild cake. It should really only have a slight chocolate flavor. A popular recipe is from Cakeman Raven. You can look it up because it's all over the internet. I use Martha Stewart's recipe which is almost identical to Cakeman's.