Relevant for local tastes

The global chain Krispy Kreme launched its first store in the northern region at Select Citywalk, New Delhi, with its new franchise partner - Bedrock Foods. In a candid conversation, Jeff Welch, President-International, Krispy Kreme highlighted their growth strategy.

Krispy Kreme launched its operations in India in Bangalore rather than key markets like Delhi – NCR.  Why?

It’s just a matter of coincidence, and almost a year ago, we signed a franchise agreement with our Delhi as well Bangalore franchise partners at the same time, but launched in this southern city first.

Select Citywalk is indeed the ‘right’ location to start our store in the northern region.

What is the USP of your first outlet in Delhi?

I would like to highlight the ‘Doughnut Theater’ viewing area at our outlet here, and consumers can watch the various varieties of doughnuts being prepared. We have also introduced a menu relevant to local consumers including a mango flavoured doughnut.

In addition, we are also focusing on occasion-based products for our consumers here.

How do you differentiate yourself from competition?

We do not believe in ‘beating’ the competition and we shall be focusing on great doughnuts, and not venturing into other categories. In addition, to ensure the relevance of our product range here, we have also introduced an eggless range of donuts.

What are your growth plans?

We are expecting our franchisee to set up three stores in the northern region by the end of spring ’14.

Kindly throw light on your location strategy, in terms of malls versus high streets for expansion?

We would like to maintain a right mix of malls as well as high streets for our expansion.