Sweet taste of success for doughnuts
Krispy Kreme has boomed since launching in SA
At a time when a number of international food and beverage brands are struggling to make headway in the South African market, Krispy Kreme - the "sweet treat" doughnut specialist - looks to be bucking the trend. Independent analyst Anthony Clarke says Krispy Kreme, by leveraging social media and having good locations in centres such as Rosebank, Sandton City and Mall of Africa, has established itself as a preferred brand for upper-LSM customers and seems to be doing better than other players such as Dunkin' Donuts. Dunkin' Donuts, which is operated by Grand Parade Investments in SA, contributed the most to GPI's losses in its food division in the year to June 2018. GPI said at the time that the performance of Dunkin Donuts was below target due to doughnuts still being imported for most of that financial year. But Krispy Kreme's doughnuts are locally made. Much like KFC's secret spices or the formula for Coca-Cola, the doughnut mix is proprietary and is imported from the UK. 200 doze...
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