The introduction of customizable doughnuts is one of many changes in the brand’s first major redesign in 10 years.
In January, CNBC reported that Krispy Kreme would be opening a 4,500-square-foot flagship location in Times Square featuring a behind-the-scenes “doughnut theater” complete with doughnut-glaze waterfall and stadium seating. For anyone else who has been awake at 3 a.m. scrolling YouTube, you’ve observed the mesmerizing process of making a Krispy Kreme doughnut. While the Times Square store is not yet open, it appears that the brand is making a move towards a more interactive and entertaining guest experience at other locations, including the recently opened store in Concord, North Carolina.
According to QSR Magazine, the Concord store will allow guests to see further into the open kitchen, offer interactive tabletop games, digital menu boards and be the first store to serve ice cream as well as customizable, glazed-to-order doughnuts. Customers choose from five different glazes, 10 toppings and five drizzle flavors which are hand-glazed in front of them by employees.
Customizability is a driving force for innovation in the QSR and fast casual segments, and Krispy Kreme is the latest brand to hop on the trend. Chief marketing officer Dave Skena said to QSR, “You see [customization] in other segments of the industry so there’s a clear desire for it. Why shouldn't we be able to do that? It's fun for everyone. [All of the elements] just help generations connect over an experience.”
Moving forward, this new store will be the prototype for all future Krispy Kreme locations. The brand is targeted to open 45 new stores by the end of 2020.
Read the full story in QSR here.