A new Atlanta-based restaurant chain, HOTTIES, has been launched to compete directly with Krispy Kreme and Starbucks for a share of the hot doughnuts, coffees and desserts market.
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HOTTIES claims to offer “the hottest products in food service”, a rolling stock and wide variety of hot doughnuts and coffees. It also offers a daily choice of 60 desserts, which it claims will “enable restaurants to generate bakery sales all day”.
As part of its brand identity, HOTTIES claims to have a heart: “Each restaurant will be involved in many civic and charitable activities. Local police and firefighters are always served complimentary donuts and coffee. And a number of the HOTTIES doughnuts feature a heart instead of a hole.”
CEO Bill Windsor said: “We are very enthusiastic about HOTTIES’ national launch. Of course, Krispy Kreme and Starbucks paved the way for us with their tremendous success […] but there are many unique aspects to what we’re doing.”
HOTTIES will soon launch its franchise programme.
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By GlobalData
