Business

Tuesday April 14, 2009

Krispy Kreme Doughnuts to open store in Berjaya and Mega mall

By LEE KIAN SEONG


Doughnut chain plans second outlet in Mid Valley by May

KUALA LUMPUR: Krispy Kreme Doughnuts, a well-known US brand, will open its first flagship store in Berjaya Times Square on April 27.

Berjaya Krispy Kreme Doughnuts Sdn Bhd, a subsidiary of Berjaya Corp Bhd, is the operator of Krispy Kreme Doughnuts chain in Malaysia.

Krispy Kreme Doughnuts Inc international marketing manager Carlo Fajardo said the company planned to open the second outlet in Mid Valley Megamall in May.

“The investment per outlet varies from RM500,000 to RM1mil depending on the store concept and location. Our target locations are shopping malls, transportation hubs, office buildings and colleges,” he told StarBiz.

Carlo Fajardo

The 1,600-sq-ft full-service Krispy Kreme store in Berjaya Times Square will feature the “Doughnut Theatre” where customers can watch the doughnut-making process.

“The store’s doughnut-making machine can produce and glaze nearly 18,000 doughnuts a day.

“We will give away the ‘Golden Ticket’ prize to our first customer in line to purchase a dozen Krispy Kreme Original Glazed doughnuts when the door opens at 10am on April 27,” he said.

The winner will win a year’s supply of Original Glazed doughnuts.

Fajardo said the company was optimistic on the demand for its products as more potential customers were exposed to the brand.

“We are confident that our customers will find our doughnuts and coffee are able to satisfy their needs. Hence, we are bullish that we will win a fair share of sales in the doughnut category in the local market,” he said.

Krispy Kreme appealed to consumers from a wide cross-section of ages, educational background, income and lifestyles, he said.

He added: “We look forward to accelerating our growth in Malaysia. We are sampling 6,000 boxes of a dozen each of Hot Original Glazed doughnuts in the Klang Valley and nearby communities to share the Krispy Kreme experience.”

Krispy Kreme will offer 16 varieties of doughnuts and two types of coffee in Malaysia.

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