WINSTON-SALEM, N.C.—Yesterday, Krispy Kreme opened its first comprehensive shop redesign in more than a decade. Guests at the Concord, N.C., store sampled the new doughnut-infused ice cream available in both milkshakes and scoop sandwiches, as well as took part in an array of new shop experiences, including the ability for guests to customize the iconic Original Glazed Doughnut.
Krispy Kreme’s new Concord location is one of 45 new shops it will open in both new and existing markets across the country through 2020. Krispy Kreme is also remodeling its current shop network.
In addition to the expanded menu, the new Krispy Kreme shop features a new shop design offering a “stylistic wink” to Krispy Kreme’s heritage, while capturing the brand’s fun, warm and authentic personality. Digital and interactive enhancements and a new look and feel will also enhance guests’ journey.
“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, North American president for the Krispy Kreme Doughnut Corporation.
Customers can customize doughnuts with a combination of five different glazes, 10 toppings and five drizzle flavors, available in three-packs and half-dozen options. The new shop features an enhanced doughnut theater experience, offering an end-to-end view of the doughnut making process. Additional enhancements include new lighted doughnut display cases and digital menu boards.
Guests will also experience multiple customer service enhancements, including 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.