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HomeNEWSFirst Looks: Inside the VIP Krispy Kreme opening

First Looks: Inside the VIP Krispy Kreme opening

The Register was lucky enough to be invited to the VIP opening of Krispy Kreme’s first New Zealand store. The opening included a tour of the new distribution centre and even a make-your-own doughnut experience.

The Register was lucky enough to be invited to the VIP opening of Krispy Kreme’s first New Zealand store. The opening included a tour of the new distribution centre and even a make-your-own doughnut experience.

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The newest Manukau branch is the first New Zealand store and joins Krispy Kreme’s 1,004 sister sites. The Register was invited along to get the first looks at the newest location, where staff and doughnut representatives were buzzing around ready to answer questions and supply free drinks.

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The new store is located 3 Ronwood Ave, Manukau. 

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The restaurant is a decent size considering it has a pretty straightforward menu – doughnuts. The drive through will no doubt be a welcome addition – as the opened 24/7 store rolls out the goods into the early hours of the morning. 

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The fit-out is typical of your American-originated chains. Linoleum, booths, and high windows. Yet the design is easy and accommodating to the large amounts of people they had, and will most likely see again on the official opening February 28.

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Australian CEO Andrew McGuigan said to The Register earlier this month that the store was ready to open November last year, but wanted to give the establishment a buffer to work out kinks.

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“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.”

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After a few quick words by McGuigan, the estimated 70 people were split into groups that rotated around watching distribution and dispatch, learning how the decorating process is done and then, finally, getting to decorate your own doughnut (which was easier said than done).

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The doughnut decoration table.

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As you walk through the doors, one wall is completely glass that looks into the manufacturing plant. Those lining up can see the dough being fried, flipped, refried, and then sent through the genius contraption that is the glaze waterfall.

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The store is equipped to pump out over 4,000 fresh doughnuts a day. As well as including a milkshake and savoury doughnut option it has the hungry customer covered (unless you’re gluten-free).

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Barista and filtered coffee is part of the offering, and will also be included in the 24/7 drive through. The circular booths and circular signage was apparently to emulate a doughnut at all possible times. 

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Fueled by sugar and free coffee, the first view was a hit among its visitors, showing that there is still space in the New Zealand market for such an establishment.

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Kiwis are noted as not having an overly strong sweet tooth, preferring our savoury options to sweet. Big overseas brands often bring a hype with them that dies down as quickly as it started, so only time will tell if Krispy Kreme can solidify itself within our market for the long run. But judging by the reactions and excitement that was shared among the first viewers, it will be surprising if the newest restaurant doesn’t do anything but extremely well.

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