A city on sweets

Friday, December 9, 2011

FINALLY! A branch with manageable lines leading to the store counter. Manageable meaning: it still is quite long, but at least you’re not 50 meters away from placing your order.

Yes, that’s right and you know it. This here’s a donut shop that needs no introduction really. Most of us were witnesses to the craze that gripped this little city when their franchise was officially launched—even to the point of some people starting to line up 18 hours prior to the store’s opening time.

Have something to report? Tell us in text, photos or videos.

But we’re going to talk about it anyway: that sweet treat that has induced a different kind of “sugar rush” among many, who have not yet even started to sink their teeth into a soft donut.

Girls and boys, we’re talking about Krispy Kreme.

And if there’s something we need to bring up first, it’s that the famed “Hotlight” exists at their factory store at Asiatown IT Park, Cebu. The store’s Hotlight concept works pretty simple: when that red logo is turned on, that signals that fresh donuts have just come out straight from the conveyor belts and onto the serving trays. These will soon find their way to your mouth too, if you prove to be fast enough.

But that’s not the only perk.

“We give out free donuts when the Hotlight is on. We do this in every factory store we have here in the country,” explains Multi-Unit manager Maykee San Pedro. He also shares that this branch at IT Park is the fifth and currently, the only factory store outside Luzon.

Just to prove how popular these deep-fried rings get, Maykee goes on claiming an estimate of how many donuts are sold in a regular day in a single Krispy Kreme branch.

“Six hundred to 700 dozen,” the manager states. No kidding, the people are in love with the sweet treats. And to think that both branches in Cebu (the other one at Ayala Center Cebu) have been operating for barely two months yet. According to Maykee, plans are in place of opening a branch at SM City Cebu come first quarter of next year.

Now less on the store and more on the donuts.

There are three variations they serve up in every branch. That would be their ring donuts, their shell donuts and their cakes. In detail, there are around 16 proprietary donuts that go on sale every single day—that includes the crowd favorite original-glazed and the New York cheesecake. Then they also come out with featured donuts around every two months or so, with flavors and concept depending on the season.

Plus, if looked upon in the essence of a “mutual relationship,” the Philippines might have contributed something special for the international brand based in Winston-Salem, North Carolina, United States.

The Baked Creations: launched just last year, and a concept birthed in the Philippines. This comes in two offerings: their Pull-Aparts—a warm, pastry treat that’s more like a croissant than a donut, coming in with popular flavors like Four Cheese, Bacon and Cheese—and the Kruffins, which are like muffins prepared their trademark way. These are definitely a must try.

Why have Krispy Kreme donuts become so immensely popular among Filipinos? Maykee offers his thoughts on this.

“Here, it’s all about offering magic moments and experiences for everyone who comes in the store. It’s not just about the coffee or donuts, but a lot also goes with regards to our service.”

Indeed, there is something to say about how a branch handles operations and visitors.

This is true especially for kids, who are pampered with paper hats and balloons upon entry.

But admit it: besides the service, there’s just something about the way those warm glazed-donuts melt in your mouth that makes you want to come back for more.

And looking at the lines these days, guess you’re not the only one.