To plan events around Valentine’s Day and Mother’s Day

After tasting success through ‘Doughnut Theatre’ in India, US-headquartered chain Krispy Kreme is now looking at promotional events around Valentine’s Day and Mother’s Day.

Doughnut Theatre is a see-through in-store manufacturing space where customers can create their own doughnuts.

“Through our Doughnut Theatre, we organised events involving school children. This was a hit with 400 kids participating. Now we plan to involve a larger audience through Valentine’s Day and Mother’s Day,” Jeffrey B. Welch, President-International, Krispy Kreme Doughnut Corporation, said.

“In the West, especially in US and Europe, special promotions are created around holidays. We plan to do the same here to tap a larger customer base,” he added.

The company, in the last one year, has grown mainly through offers and promotions. “We got fans to queue up 18 hours in advance to be part of the legendary custom which we follow at the launch of the outlets across the world — rewards ranging from a year-long supply of doughnuts to a month’s supply free,” Welch said.

“These promotions have helped us create awareness and increase footfalls,” said Pankaj K Neeraj, General Manager-Food Business, Citymax Hospitality India. Citymax is the licensed franchisee of Krispy Kreme Doughnut Corporation for South and West India.

“As footfalls increased, the company opened more stores. Also we have increased the doughnut making capacity,” he added.

When company commenced its operations in Bangalore, the capacity stood at 4-5 hours at the rate of 270 dozens per hour in single shift.

“Now we are planning to increase capacity by doubling the shift as we need to cater to 8-10 stores,” Neeraj said.

He added, “The company is exploring new cities in south and west. In 2014, we will open stores in Chennai, Hyderabad and Mumbai. It will be a mix of high street and malls.”

anil.u@thehindu.co.in

(This article was published on December 23, 2013)
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