Expanding US doughnut chain Krispy Kreme has revealed that its first European store will be located inside upmarket London department store Harrods.
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As of October, the outlet will serve customers at Harrods, no doubt finding a captive audience of existing fans among the many US visitors who flow through Harrods’ doors each day.
The store will include Krispy Kreme’s doughnut-making theatre, allowing customers to see the doughnuts being made from start to finish. The store will also feature Krispy Kreme’s traditional “Hot Doughnuts Now” sign, which, when illuminated, announces to customers that Krispy Kreme’s signature Hot Original Glazed doughnuts are being made. The outlet will also offer 15 additional varieties of doughnuts, including iced, filled and cake doughnuts, as well as coffee.
Krispy Kreme will have its own designated street access enabling early morning purchases and plans to begin serving doughnuts at 7am each morning.
Krispy Kreme announced last year that it was moving into the UK and Ireland via a partnership with Cheshire and Kent Ltd. And Donald Henshall, who was previously president of international development at Krispy Kreme.
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By GlobalData
