Krispy Kreme opens SM branch

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Sunday, May 20, 2012

BANKING on Cebuano loyalty, doughnut chain Krispy Kreme opened its third branch in Cebu, less than seven months since it opened its first store in the region.

Marketing manager Mark Gamboa said that after earning a good following from the Cebuanos, they were able to open their third store at the SM City Cebu.

Gamboa noted that the doughnut brand has become so popular in Cebu and he could not give concrete figures as to foot traffic for its Cebu stores. “They come in thousands.


Every day,” he said.

One factor in the success of its Cebu stores is its location. The outlets are in malls and at the Cebu IT Park, which are mostly crowded.

Despite Cebu having a reputation for being a difficult market to penetrate, Gamboa said they had no reservations about opening in Cebu.

“It’s a different territory than Manila. Cebu has its own lifestyle, its own discipline. And we found a unique opportunity to gear our brand here in the Visayas.”

He added that it was mostly Cebuanos who gave them the idea of opening branches here because they were the ones who first started bringing boxes of doughnuts from Manila to Cebu.

Gamboa said the Filipinos’ need to share things they like by way of pasalubong is what made Krispy Kreme click in the country, as balikbayans from the US were first to bring boxes of the doughnuts for their families.

He also pointed out that Krispy Kreme Philippines pioneered the packaging of boxes that are meant for takeout gifts, saying it is only here that such packaging is used.

Strategic location

They believe the location of their third store is strategic, as it allows passengers who go through the Cebu International Port and nearby terminals to drop by and grab a box of doughnuts before leaving Cebu.

Asked if they plan to add more stores, Gamboa said they are eyeing branches in two SM malls slated to open in Cebu. And with visitors from Mindanao lining up at their stores to bring home boxes of doughnuts, Gamboa also announced they will soon open at the SM Annex in Davao City.

The Davao branch will be the first of its kind in Mindanao, being a drive-thru coffee and doughnut branch. It is the third of its kind in Asia, the first two having opened
in Manila.

75th year

Krispy Kreme is also celebrating its 75th year since opening its first store in the US in 1937.

During the store opening last Friday, they gave away a golden ticket to the first customer, which meant free coffee and doughnuts for a year. The second customer got six months’ supply while the third would have received three months’ supply. The fourth until the 75th customer received a month’s supply of coffee and doughnuts.

“Few brands last this long. This is a milestone for us, so we will be celebrating the whole year. Our opening here in SM City Cebu is part of that milestone.”

They also hope to share the celebration with 12 charities through their Share the Gift of Joy campaign. Customers who purchase the 75th birthday tin cans from the store contribute P20 for the cause.

Published in the Sun.Star Cebu newspaper on May 20, 2012.


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