The American chain, which is celebrating its first anniversary, announced on Wednesday the opening of twenty new stores in the Île-de-france in 2025.
At the entrance to the Châtelet-Les Halles shopping center, a unique smell, straight from the United States, attracts passers-by. A year ago, the donut brand Krispy kreme opened its first French store, its flagship, before expanding to the Île-de-France during 2024.Today the American brand has 19 stores in the capital and its region.His strong point: making donuts “costs”also produced in the Châtelet shop, with up to 42,000 sweet donuts produced every day.
Next year, Krispy Kreme intends to change gear and open, starting in March, a new production center in créteil, which will benefit from the same capabilities as the one established in Paris. More than 80,000 donuts could thus be produced in Île-de-France, enough to strengthen its French presence and win over new consumers. The number of employees will double, going from 102 employees on the day of the brand’s launch in France to over 200 in 2025.
In addition to the twenty new openings in Île-de-France planned for next year, Krispy Kreme will also be available in major retail outlets. If no brands have been filtered yet, “the arrival from March will initially be reserved for a single retailer”said Alexandre Maizoué, general manager of Krispy Kreme Donuts France. Prices will be “almost aligned” with those of the shops, adding the costs of “wardrobes” which will be implemented across brands.
12 million euros in turnover
When it launched last year in the French capital, “some had said it would be unachievable to beat the famous French croissants and chocolate pain”smiles the general manager. In one year, the brand thus achieved a turnover of 12 million euros in France, of which 5 million were generated exclusively by its store in Châtelet-Les Halles. in total, 5 million donuts were sold in France, with 40% of sales attributed«Original enamelled»topped with powdered sugar and contains 195 calories.
Made popular by The Simpsons series, Krispy Kreme has launched six limited edition collections in France in 2024, including one linked to Barbie and another to the Grinch character. With flavors designed specifically for these occasions, the brand does double duty with numerous impacts on social media and with customers who go to stores to discover them. On instagram, the brand’s global account is followed by more than two million subscribers. “It is important to regularly renew our offer”underlines Alexandre Maizoué.
The limited “Grinch” donut collection.
Krispy Creme
It is also important for the brand to form strategic partnerships. In the United States, it has joined forces with fast food chain McDonald’s to sell its donuts in 16,000 outlets across the country. “It opens the field of possibilities in France”smiles the general manager. In Île-de-France, the brand’s products are already distributed with delivery via the Uber Eats and Deliveroo platforms, which represent 8% of this year’s turnover. In 2026 Krispy Kreme could invest in the rest of France by creating new production centers and distribution networks. A reflection is underway in particular in the north and south-east of France.
**What strategies is Krispy Kreme using to cater to French consumer preferences?**
Interview Title: Expanding Sweet Horizons: Krispy Kreme’s Journey in France
Interviewer: Welcome to Time.news, where we bring you the latest insights on global brands making waves. Today, we have the pleasure of speaking with Dr. Emily hawkins,an expert in international retail expansion and consumer trends. Emily,thank you for joining us!
dr. Hawkins: Thank you for having me! I’m excited to discuss Krispy Kreme’s remarkable journey in France.
Interviewer: Just one year in the French market and already expanding with twenty new store openings planned for 2025! What do you think are the key factors driving Krispy Kreme’s success in the Île-de-France region?
Dr. Hawkins: It’s quite an achievement! Several factors contribute to this success. Firstly, their ability to localize their product offerings while maintaining the classic American appeal plays a huge role. The inviting scent of fresh donuts at their flagship store in Châtelet-Les Halles certainly entices potential customers. Additionally, the focus on local production—42,000 donuts made daily in Paris—is a major draw, as it ensures freshness.
Interviewer: That’s engaging! Local production seems essential for them. With a new production center set to open in Créteil next year, how do you anticipate this will impact their operations?
Dr. Hawkins: Establishing a second production center is a strategic move that aligns with their growth ambitions. It will not only enhance their production capabilities but also reduce logistical challenges and costs associated with distributing donuts across the region. This level of efficiency could enable them to keep up with customer demand and respond more flexibly to market changes.
Interviewer: Speaking of demand, the opening of 19 stores in just one year indicates a robust interest in their products. How vital is location in retail expansion, especially for a brand like krispy Kreme?
Dr.Hawkins: Location is crucial, particularly in urban settings like Paris. High-traffic areas, such as shopping centers, can significantly elevate visibility and accessibility to new customers. Furthermore, their choice of locations indicates a strategic understanding of consumer behavior – people enjoy grabbing a sweet treat while shopping or commuting. It’s about meeting customers where they are.
Interviewer: As they continue to expand, what challenges do you think Krispy Kreme may face in the French market?
Dr. Hawkins: Expansion always comes with hurdles. Competition in the food retail space is fierce, especially from local bakeries and cafes that are deeply embedded in the culture. Maintaining product quality while scaling production is another challenge. They also need to continuously innovate their offerings to keep customers engaged beyond the novelty factor.
Interviewer: Great points! And where do you see Krispy Kreme in the French market five years down the line?
Dr. Hawkins: If they manage their expansion wisely, I can envision them becoming a beloved staple in the French dessert landscape. They could potentially diversify their product line to incorporate local flavors, which would further resonate with the French palate. Their ongoing success will largely depend on how well they adapt to the market’s unique preferences.
Interviewer: Thank you, Dr. Hawkins, for sharing your valuable insights on Krispy Kreme’s expansion in France. It’s fascinating to see how American brands are navigating international markets.
Dr. Hawkins: It was a pleasure to discuss this exciting topic with you!
Interviewer: And thank you to our readers for tuning into Time.news. Stay tuned for more updates on global brands and trends!