Krispy Kreme to debut new store design, menu, customer services as part of expansion
Ice cream fans should be happy with Krispy Kreme’s plans for store growth.
Krispy Kreme will introduce its first comprehensive shop redesign in more than a decade on Tuesday, July 23. Krispy Kreme’s new Concord location, about 25 miles north of the brand’s global product & innovation center in Charlotte, N.C., is one of 45 stores it will open in both new and existing markets across the country through 2020.
The new store will feature a revamped menu that includes doughnut-infused ice cream available in both milkshakes and scoop sandwiches, as well as new in-store experiences, including the ability for to customize glazed doughnuts. In addition to the expanded menu, the store in Concord will feature a new design offering a “stylistic wink” to Krispy Kreme’s heritage, along with digital and interactive enhancements and a new look and feel.
New in-store features will include an enhanced “doughnut theater” experience offering an end-to-end view of the doughnut-making process, lighted doughnut display cases, and digital menu boards.
Customer service enhancements will include online ordering, delivery, in-shop self-service pickup, dedicated parking for mobile order pickup, and an expanded drive-thru with two lanes and digital order confirmation. Krispy Kreme is also remodeling its current store network.
“This new shop experience honors the heritage of Krispy Kreme while at the same time acknowledging and addressing the rising expectations of our customers,” said Andy Skehan, president, North America, Krispy Kreme Doughnut Corporation. “From our time-tested process of producing the world’s most loved doughnuts to our new original glazed doughnut infused ice cream, we’re very excited for what the future holds.”