Krispy Kreme logs strong sales record-A A +A
Monday, November 4, 2013
DESPITE stiff competition in the “comfort food” category, international doughnut chain, Krispy Kreme reported strong sales in the Philippine market.
Of 44 branches nationwide, Krispy Kreme Philippines assistant marketing manager and in-charge of the local relationship for marketing in Visayas and Mindanao Nadia Lee Cien Shami said “Cebu is taking the lead.”
“Cebu is a fast growing market, given the fact that we just entered the market two years ago. It’s leading in terms of overall sales,” said Shami. She said they are planning to expand in Mactan.
Encouraged by the strong performan, The Real American Doughnut Company, the master-franchisee of Krispy Kreme in the Philippines, announced the opening of at least five more branches this year, mostly in regional areas.
The company will also open a stand-alone outlet in Cagayan de Oro City, which will be the first in Asia that offers drive-thru service.
Krispy Kreme has three branches in Cebu located in Ayala Center Cebu, Cebu IT Park and SM City Cebu.
Cebu was the company’s entry point to the Southern Philippines. After opening in Cebu in 2011, the company pursued expansions in key cities in Mindanao like Davao, General Santos and Iloilo.
“Filipinos continue to patronize our brand because we aren’t merely selling the product but also the experience,” she said. She said the Philippines won awards such as Franchise of the Year, because of its excellent performance and sales.
She said the company spends at least P500 thousand for every branch opening depending on the location and store size. Mall based outlets, on the other hand, costs roughly P10 million to P15 million.
Krispy Kreme has over 600 outlets globally.
Published in the Sun.Star Cebu newspaper on November 05, 2013.