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Fit-Out: Krispy Kreme

Doughnut lovers definitely got a treat when Krispy Kreme announced its plans to open an Auckland restaurant and distribution centre last year. The joy has continued to spread as the chain officially opened its first New Zealand store at the end of February.

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.

Andrew McGuigan, CEO of Krispy Kreme Australia, 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 was February 28.

“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.”

Krispy Kreme announced its opening in the middle of 2016, but only announced the launch date in December 2017.

The 780-square metre site was designed by BSW Architects, who designed the building shell in conjunction with the Wiri Licensing Trust. All the internal design related to the dining and retail counter elements was done by Otto Design Interiors Sydney. Back of house design was styled by Richmond and Ross in conjunction with Krispy Kreme retail and marketing departments.

The original artist’s rendition showed the signature Krispy Kreme green and red hues all over the site, standing out amongst the industrial area that is Ronwood Avenue in Manukau. The real-life version of the restaurant doesn’t disappoint with its symbolic colours, sticking out noticeably from the roadside.

Inside, the 200-square metre restaurant part is light and spacious, with high polished cabinets loaded with the chain’s sweet treats. The space has a distinctive diner feel about it with its coloured booths and checked laminate flooring. A bold yellow lenticular wall shows an old fashioned photo of Krispy Kreme in its founding stages, a new feature which is being rolled out with all new stores. All inner design graphics were done by Signaction.

Almost more interesting than the doughnuts perfectly stacked within the cabinets is the viewing window that looks into the manufacturing kitchen and distribution warehouse. With two production lines, rather than the standard one, double the number of doughnuts are pumped out fresh daily. Customers can stand and watch fresh dough circle around on the conveyor belt, then head under the glazed waterfall as they wait in line to order. 

Russell Schulman, marketing director for Australia and New Zealand, says although the design may be the same to its international counterparts, each new store caters more specifically to its geographical location.

“The Manukau store is known as a factory store and is one of only a few in the world that operates with two production lines. Factory stores always allow customers to view the famous hot Original Glazed™ [doughnuts] hot on the line a key feature of Krispy Kreme’s store theatre.”

The factory part of the restaurant takes up the biggest section, with 580-square metres dedicated to the making and decorating of fresh doughnuts.

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.”

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.

“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,” says McGuigan.

The Manukau site has features including a production viewing window and a drive-through, which snakes around the side of the building and back onto Manukau road, a good plan for what will most likely become the chains busiest part. The New Zealand Krispy Kreme location officially joins its 1,004 global sister sites.

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Courtney Devereux is a Communication Consultant at Clear Hayes and freelance business writer.