Magazine article Marketing

Krispy Kreme Plans UK Doughnut Stores Debut

Magazine article Marketing

Krispy Kreme Plans UK Doughnut Stores Debut

Article excerpt

Krispy Kreme Doughnuts, the US doughnut and coffee chain that has 279 outlets in the US, Canada and Australia, is coming to the UK and Ireland and plans to open ten stores by the end of 2005.

The company has begun recruiting staff for the UK operation, and is advertising for a head of community marketing to develop a UK-specific cause related marketing campaign.

The community marketing head will report to the managing director.

The first UK outlet is expected to open in the autumn and represents the latest stage in Krispy Kreme's aggressive expansion strategy.

During its last fiscal year, to February 2, 2003, the company opened 63 stores and two doughnut and coffee shops in 18 new markets. It also opened its first site outside the US, in Australia.

Krispy Kreme sells 2.7 billion doughnuts a year as well as a range of coffees. Its signature doughnut is the Original Hot Glazed, but it has added more than 20 varieties over the years.

Cause related marketing has been a core tenet of Krispy Kreme's philosophy and business strategy since its inception in the US in 1937, and this year its fundraising schemes will raise almost pounds 37. …

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