My responsibly-written point of view on bleisure, branding, career, corporate communications, entertainment, journalism, leadership, management, public relations, social media

REDISCOVER sweetness


kk-gateway_111408-2761Krispy Kreme awards the earliest customers of the Gateway opening. Present in the ceremony were (from left) Mr. Jim Rogers (Krispy Kreme VP Global Marketing); Ms. Weng Adornado (Krispy Kreme Gateway General Manager); customer no. 1 Kristine Marie Mateo, winner of one year’s supply of Original Glazed Doughnuts; customer no. 2 King David Savares, winner of six months supply, and customer no. 3 Camela F. Cabanero, winner of three months supply. They are joined by Mr. Ronnie Esteban (Krispy Kreme General Manager) and Mr. Jim Fuentebella (Chairperson, Krispy Kreme Philippines)

SHE endured over 72 hours to bag what seems to be the sweetest prize to boot – a year’s supply of Krispy Kreme original glazed doughnuts!

Twenty-year-old Kristine Marie Mateo was reportedly waited for such long as Krispy Kreme opened its ninth branch in Gateway Mall in Cubao, Quezon City. Fellow doughnut fans like Kristine also endured the long line like her, the second early bird winning six months supply of the doughnut chain’s original glazed flavor; the third three months supply, and the fourth to 200th customer won a month’s supply. A quick math – that’s a dozen of doughnuts a week or 52 dozens in one year!

The doughnut chain, which franchise started in the Philippines in November 2006, holds the Asian record for the earliest customer to fall-in line for an opening day – with Michael Testa, 13, camping out in the Mall of Asia branch for over three days.

Such fun activity is what Krispy Kreme offers its Filipino patrons every store opening, shares Jim Fuentebella, chairperson of the Real American Doughnut Co. (the Philippine franchisee – the same key people behind Max’s group of restaurants). And those doughnut lovers will expect more as Krispy Kreme will open it’s 10th store in Glorietta 4 this December (setting up in the formerly Paul Smith store).

So, two years and 10 stores, how is Krispy Kreme continues to stay sweet in the business? Fuentebella shares why the doughnut chain is so far, doing good in the country:

They set up in prime locations. The Gateway store, which formally opened November 14, is located in the now lifestyle and entertainment hub of Quezon City, with Gateway accessible to Araneta Coliseum and has direct connections to major transit systems MRT3 and LRT2.

They stick to the target. Fuentebella shares the ballpark agreement was for Krispy Kreme franchisee to open 30 stores in five years – but partly attributing to the slowing global economy, the franchiser or the Krispy Kreme US partner had became more flexible and agreed to downscale the target from 30 to 24 stores to open in half a decade. With Krispy Kreme Philippines’ performance in terms of opening stores, it is so far, right on the track.

They balance. As aligned with its store openings, Fuentebella says it is also important they make a balance – not because they see a prime location they would open a big store on that spot. Depending on foot traffic, market profile (with families remaining their loyal customers, especially on weekends), among several related factors, the doughnut chain strategizes what size of store should they open on a particular location – as long as they can serve the doughnut fans out there, it doesn’t really matter whether they buy their fresh box of doughnuts from a Krispy Kreme small, medium, or big store (with The Fort outlet – their first in the country – still the biggest at about 350 sq.m.).

They deliver quality. True, their doughnuts are pricier as compared with other doughnut chains, but Fuentebella prides that Krispy Kreme here offers the cheapest price in the world, not to mention the doughnuts they make here are closest in flavors to the ones made in the U.S. And yes (as of November 14), Fuentebella says they have not increased their prices since 2006, so that adds more to the sweetness of enjoying a doughnut and a brewed cup of coffee.


Written by Lynda C. Corpuz

December 26, 2008 at 11:42 pm

Posted in Food

%d bloggers like this: