The Market Monitor Minding the Nation's Business
Story and photos by Alvin I. Dacanay
Krispy Kreme is marking its 10th year in the Philippines with the reopening of its flagship store at Bonifacio High Street in Bonifacio Global City and the addition of new items to its menu that, the leading doughnut brand said, testify to how it “continues to stay relevant and committed to its customers’ evolving tastes and needs.”
In an interview during the store’s relaunch on December 1, Krispy Kreme Philippines CEO Sharon Fuentebella described the reopening as like pressing the “refresh button,” and letting people know that its new look is what the company would “be bringing to Krispy Kreme stores that are in your neighborhood, favorite mall, or community.”
Krispy Kreme said the “newly designed concept store brings a warmer and cozier ambience” that encourages its customers to not only “grab a doughnut and coffee for takeout,” but also “to lounge for a while and enjoy [their] favorite delightful treats with [their] loved ones.”
“I think the design of the store…reflects what’s current right now,” Fuentebella said.
One of the Bonifacio High Street store’s new and most prominent features is its Grab and Go takeout section, which, Krispy Kreme said, “answers the needs of its customers who are always on the go.”
“We always aim to satisfy the needs of our customers,” Fuentebella said in a statement. “There will always be something to look forward to in Krispy Kreme, like [our] signature [glazed] doughnuts and coffee we have all come to love; the cozy redesigned stores; and the new selections, like our Dougnut Holes and the new Baked Creations.”
Described as “round, bite-sized doughnuts that come in different flavors,” the Doughnut Holes are the Glazed Chocolate Cake and Glazed Vanilla Cake, which are less sweet; Matcha Green, which are unglazed Vanilla Cake Doughnut Holes dipped in matcha green tea and chocolate, and topped with almonds; unglazed Red Velvet, which are dipped in cream-cheese icing and topped with pink sanding sugar; and Churro, which are unglazed Vanilla Cake Doughnut Holes dredged in cinnamon sugar and dipped in dark compound chocolate.
The Baked Creations, on the other hand, are treats that “customers can enjoy during brunch or any time of the day.” They are the Sausage Roll, which is Schublig sausage wrapped in sweet dough; the buttered Plain Croissant, which is made the Krispy Kreme way; Ham & Cheese Croissant, also buttered; Tuna Turnover and Chicken Turnover, which are laminated puff dough filled with tasty tuna and chicken alfredo, respectively; and Corned Beef Bun, which is sweet dough filled with corned-beef hash and topped with black sesame seeds.
The reopening of its flagship store and the unveiling of its new products come as Krispy Kreme continues to grow and reinvigorate its stores, which, Fuentebella said, number around “77 to 80.”
“We are always opening stores. It’s always part of the plan. But the bulk of it is really for us to…really renovate and refresh the existing stores that are [already] there,” she said.