Krispy Kreme, an international doughnut company and coffeehouse chain, celebrating its 82nd anniversary in July, is preparing to present its flagship retail concept in Times Square in New York. The first of its kind flagship Krispy Kreme Times Square will be located at the intersection of Broadway with 48th Street and will operate 24 hours a day. The official opening of a unique institution will take place in the first quarter of 2020.
The flagship will receive massive media screen with a height of about 15 foot (4.6 m), which will indicate around the clock that fresh donuts are being prepared and served in a coffee shop. Thus, Krispy Kreme fans will be able to observe all stages of donation preparation on a wide screen in real-time mode – from mixing raw ingredients to covering them with colored glaze.
“This is a big deal. This is the essence of the brand,” commented Mike Tattersfield, CEO and President of Krispy Kreme Donuts, on the future opening in New York.
The sales area of the flagship store will be about 420 sq.m. Inside will be a giant box for donations Krispy Kreme: a recreation area in the style of the stadium arena, which can accommodate about 25 people. In addition to the hot donations coming from the production line, guests can get their favorite product through the exterior window facing the street, where dozens of hot donuts and coffee will be served. Desserts will also be offered at the grab-and-go internal box office. The flagship will provide customers with the option of an online order, which has begun to be introduced in American coffee houses since the beginning of 2019.
Krispy Kreme Times Square Flagman is also expected to provide a variety of interactive content to involve the audience both inside and outside the store, as well as present a collection of New York-style clothing and accessories for drinking.
“When you talk about one of the largest networks in the world, where consumers are used to taking a piece of New York to their homes, they will visit the flagship Krispy Kreme, and would like to see an association with the fact that they were there,” commented Tattersfield.
The flagship coffee house in Times Square plans to serve more guests than any other chain establishment in the world, leaving its mark on one of the most iconic shopping streets in the world and strengthening its status as one of the leading suppliers of sweets in the United States.
