Krispy Kreme expands into Tesco and Circle K
All doughnuts are made in Krispy Kreme's flagship Blanchardstown store and delivered directly to each store every day
Print13 April 2021
From this week onwards, Krispy Kreme fans will be able to get their hands on the brand’s fresh doughnuts in a selected number of Tesco Ireland stores and Circle K’s Kill North store on the N7. The move forms part of a wider expansion plan for the iconic American brand here.
The first phase of Krispy Kreme’s introduction to retail stores includes 20 locations including Tesco Extra stores in Clarehall, Naas, Maynooth and Balbriggan and Tesco superstores in Tallaght, Stillorgan, Bloomfields, Bray and Ballybrack along with Circle K Kill North.
All Krispy Kreme doughnuts are made in its flagship Blanchardstown store and delivered directly to each store every day – which the brand says “ensures the fresh, melt in the mouth doughnuts that Krispy Kreme are famous for!”
Customers can choose from favourites including Original Glazed, Chocolate Dreamcake, Lotus Biscoff and Nutty Chocolatta.
Shoppers can also choose their own dozen from the range of single doughnuts along with Bites and Minis from Krispy Kreme’s state-of-the-art digital display cabinets. The cabinets (which were rolled out in the UK last year) include digital screens with the brand’s ‘Made in Ireland’ tagline and can include bespoke messaging throughout the year. Motion-activated digital shelf edge labels offer product information – including full ingredient specifications, which allow customers to check for allergens.
This summer will also see the introduction of a selection of new Krispy Kreme stand-alone stores (to be announced) including the much-anticipated flagship ‘Hot Now Experience’ store in Dublin’s iconic Central Plaza, Dame Street. The Hot Now experience means Krispy Kreme will be serving piping hot, freshly made glazed doughnuts fresh off the line which customers can view being made with their own eyes.
Overall in 2021, Krispy Kreme states it is on a mission to “create 5m smiles in Ireland”, via its limited-edition Doughnuts for seasonal occasions including St. Patrick’s Day, Easter, Christmas, and Halloween, Hot Now experience and quality customer service.
“The investment required in these cabinets represents a significant capital expenditure for our business and helps deliver a magical brand experience,” said Declan Foley, Krispy Kreme country manager for Ireland. “In addition to the cabinets our new ‘Hot Now’ store in Central Plaza will be a fully immersive experience for Krispy Kreme fans as they get too see the product from start to finish! We look forward to continuing to bring even more joy to our customers and creating smiles with these new developments, which also demonstrates our commitment to investing in the Irish market for the long-term.”
Whilst the impact of Covid-19 on business operations has been significant, the company says it has established working practices that ensure doughnuts and drinks “can be provided safely and in line with the different levels of restrictions in Ireland, with the ability to remain flexible and ready to adapt services and processes as needed”.
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