Krispy Kreme is evolving its store concept to better compete in today’s market with the “neighborhood doughnut shop,” first being introduced in the Arizona market on Oct. 9, 2008. Also, for the first time the company is opening three stores on the same day to meet Arizona market demand.
Krispy Kreme made its return to Arizona in May 2008 after a two-year absence and its signature factory store located in Mesa, Arizona, has exceeded all expectations.
“Some might ask why we’re introducing a new concept with the Mesa store being so successful, but it’s all about responding to customers needs,” says Dan Brinton, Arizona franchise partner.
The Krispy Kreme Mesa store features the company’s signature doughnut-making machine capable of producing more than 200 dozen doughnuts an hour–all within sight of customers through the glass viewing area. At this rate, it can produce about 60,000 doughnuts per day and 400,000 doughnuts per week, making it possible to service the neighborhood doughnut shops.
Each new Krispy Kreme location will have doughnuts delivered fresh multiple times throughout the day from the Mesa factory store. The new Krispy Kreme locations will offer 15 varieties of doughnuts, including Krispy Kreme’s signature Original Glazed doughnut. The stores also will feature Krispy Kreme’s Signature Coffee line that features two drip coffees – Smooth and Robust Decaf–all made from high-quality coffee beans roasted by Krispy Kreme’s own Roastmaster to exact specifications. Customers can also enjoy Krispy Kreme Chillers and Shamrock Farms milk with their doughnuts.
“We’ve had customers visiting the new store locations to check them out prior to opening and everyone is receptive to the concept. Each store is distinctly Krispy Kreme and provides consumers with what matters most–the best-tasting doughnuts around,” says Brinton.
The three new neighborhood stores officially opened to the public on Thursday, Oct. 9 with a “Glazed Treasure Hunt” planned for the community. The grand opening combines the “treasured” doughnuts with the popular family activity of geocaching. Individuals and teams have the opportunity to find one of 20 buried “glazed treasures”–featuring a year supply of doughnuts, year supply of coffee and coupons for free Shamrock Farms single-serve milk–in the Phoenix Metro Area and northern Arizona.
“Krispy Kreme is not only working hard, but working smart, to become the nation’s neighborhood doughnut shop once again. We’ve learned from past expansions and are confident in our product, our brand and our new approach to meeting consumer demand,” says Brinton.
Depending upon the success of the new store concept, Krispy Kreme Corporate plans to rollout similar style neighborhood doughnut shops in markets across the country.
