Krispy Kreme sweetens offering with first comprehensive store redesign in a decade

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Doughnut chain first unveils new product innovation and "enhanced guest experience" in North Carolina before remodeling its 350 US stores

Doughnut giant Krispy Kreme this week debuted its first major shop redesign in more than a decade. US customers at a new Krispy Kreme location in Concord, North Carolina, were the first to see a new shop design which, says the brand, offers a “stylistic wink” to its heritage, “while capturing the brand’s fun, warm and authentic personality”.

Digital and interactive elements in the store complement a new look and feel that will “also enhance the guests’ journey”, said a company statement. The store in Concord features an enhanced doughnut theater experience, offering an “end-to-end view of the doughnut making process” as well as new lighted doughnut display cases and digital menu boards.

Guests in Concord will also experience “multiple customer service enhancements”, which include online ordering, delivery, in-shop self-service pickup, dedicated parking for mobile order pickup, and an expanded drive-thru with two lanes and digital order confirmation facilities. The move, says the company, is all part of Krispy Kreme’s “continued initiative to give customers access to made fresh daily doughnuts whenever, wherever and however they want”.

Menu upgrades

The brand has also updated its menu offering, launching doughnut-infused ice cream, which is available in both milkshakes and scoop sandwiches, as well as an array of new retail experiences, including the option for guests to customize Krispy Kreme’s iconic Original Glazed Doughnut.

The new Concord location, approximately 25 miles north of Krispy Kreme’s Global Product & Innovation Center in Charlotte, NC, is the first of 45 new shops the brand will be opening in both new and existing markets across the US throughout 2020. Simultaneously the brand is also remodeling its current shop network of 350 stores in the US.

“This new shop experience honors the heritage of Krispy Kreme while at the same time acknowledging and addressing the rising expectations of our customers,” said Andy Skehan, president, North America, Krispy Kreme Doughnut Corporation. “From our time-tested process of producing the world’s most loved doughnuts to our new Original Glazed Doughnut infused ice cream, we’re very excited for what the future holds.”

The redesign has been announced during a period of growth for the chain, which has experienced some tough times of late, as customers have gravitated towards healthier snacking options, with missed sales and earnings biting in particular in 2015. Now it plans to open 450 more stores shops globally by the end of 2022. Of these, 45 new shops will be in the US within the next year.

The doughnut dynasties

The new makeover follows hot on the heels of Krispy Kreme’s rival Dunkin’s debut of a modernized store and revamped menu additions, such as breakfast bowls, in a bid to attract more customers. The expansion has worked for Dunkin’ with sales increasing by 2.4% in the first quarter of 2019.

Headquartered in Winston-Salem, N.C., Krispy Kreme was founded in 1937. Its doughnuts can be found in approximately 12,000 grocery, convenience and mass merchant stores in the US alone. Globally, the company has nearly 1,400 retail shops in 33 countries.

Michael Jones

Pictures: Krispy Kreme