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Why Krispy Kreme is focused on increasing penetration over driving frequency
Krispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.
As Krispy Kreme celebrates 20 years since launching in the UK, the doughnut brand’s ultimate goal is to get more people to buy the brand in more moments.
The sweet treat company first arrived in Harrods back in 2003 and has grown to operate in over 120 locations across the UK. Its CMO Emma Colquhoun believes the brand is still too reliant on its traditional purchase times, such as an office celebration or Halloween, and wants to stretch into more occasions.
