Close
 

Krispy Kreme prepares for grand opening

  • News
  • February 1, 2018
  • Courtney Devereux
Krispy Kreme prepares for grand opening

Popular doughnut brand Krispy Kreme is preparing to open its doors to hungry New Zealanders in less than a month. We talked to Australian CEO Andrew McGuigan on what to expect for its opening days.

“We’ve got a really good team on the ground,” says McGuigan. “We’re lucky to be working with a team of young passionate people.”

“We really wanted to make sure we had the right team and the right capabilities to build the brand into another country, for us timing was as much an external factor as it was an internal factor.”

McGuigan says the store was almost ready to open in November of 2017, but gave the team extended buffer time in the original plan in order to perfect the opening, which is due February 28.

“We’ve had a very positive response so far… We’ve had our teams handing our Krispy Kreme samples of glazed doughnuts. We’ve had a very big response on Facebook as well from people who are very excited.”

Krispy Kreme announced its opening in the middle of 2016, but only announced the launch date in December 2017. The store launch is expected to draw in the crowds - the first Krispy Kreme fan through the door on the 28th will be rewarded with a year’s supply of doughnuts.

McGuigan, who has been back and forth between Australian and New Zealand while the finer details are sorted, says the brand isn’t overly concerned with competitors in the same space.

“We have a similar approach to the competition as we would overseas. And although it’s a similar space to, say, bakeries, as a category it is quite broad. Like Australians, New Zealanders see [doughnuts] as a sweet treat, not an everyday breakfast food.”

“The market here in New Zealand is large enough for us to all coexist. We’re a strong brand with a good reputation, and doing things right is really important to us. It’s a unique one of a kind brand, we make them fresh on site. I think from a product perspective it’s in a league of its own, but from a brand perspective, it’s built on community, fun and having a good time,” says McGuigan.

The Krispy Kreme Manukau differs from its smaller counterparts. Sitting on a 2.6-hectare site that's owned by the Wiri Licensing Trust, it is a retail area and a manufacturing site where doughnuts are made fresh. Accompanying that, the plant has two lines of production, meaning the processing plant can average about 2,400 doughnuts every hour.

The large site was completely designed by brand designers of the company, with the brand influence being apparent yet still unique to New Zealand.

McGuigan says fresh doughnuts are part of the Krispy Kreme experience. And as more stores are rolled out across the country, Manukau will remain the point of production.

“The site we were on was too big for just one production line, and New Zealand is not a country where you need multiple points of production… Having production onsite increases that connectivity we try to keep as a brand.”

The Manukau site has many exciting features, include a production viewing window and a drive-through, which according to McGuigan is a big part of Krispy Kreme's identity as a destination.

“We’re a bit of a late-night hang-out spot. We do a lot of our trading into the evening. And that convenience of purchase is growing more and more important to customers, and that for us is a really big draw card with the drive through.”

A large event is planned for the opening, completely run by the company. Those in on opening day will receive a free doughnut and get to join in with the day's celebrations and the chance to participate in in-store activities, giveaways and a live DJ until late.

“For us it’s about not taking life too seriously, things should still be fun.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
 
 
 
 

Better Burger engineers edible packaging

  • Design
  • April 23, 2018
  • Elly Strang
Better Burger engineers edible packaging

The circular economy is a hot concept these days, so what better way to embrace this concept than to make food packaging edible, too? Better Burger is served up burgers this Sunday (aka Earth Day) in one-off packaging made from wafer paper and edible ink.

Read more
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Icebreaker steps into sharky waters for latest ad

  • News
  • April 20, 2018
  • StopPress Team
Icebreaker steps into sharky waters for latest ad

Icebreaker has released ‘Shark Scientist’, the first of three ads for its latest 'Human Nature' campaign with Motion Sickness. The two-minute spot focuses on marine biologist and shark enthusiast Riley Elliott.

Read more
 
 

Why minimum wage rises matter

  • Opinion
  • April 20, 2018
  • Rachel Helyer Donaldson
Why minimum wage rises matter

After writing a feature for NZ Retail magazine on recent and upcoming changes to employment law, freelance writer Rachel Helyer Donaldson was struck by the ideological distance between the retailers and retail staff she spoke with.

Read more
 

Online/offline: Where is the bottom line?

  • Opinion
  • April 20, 2018
  • John Long
Online/offline: Where is the bottom line?

Whether he is pitching a new store design concept to a retailer, or forecasting retail floor space demand in a council hearing, John Long reports his sense of a very dynamic, almost chaotic, future for retail is pervasive.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}