Krispy Kreme Doughnuts is making quite a splash in the UK, turning in a 26 percent jump in revenues this year.
According to the Guardian, the 46 units and 400 branded cabinets in service stations and supermarkets sold more than 50 million doughnuts and 1 million cups of coffee in 2011.
For one grand opening, in Cardiff, Wales, more than 1,000 people stood in line for two hours.
The company is responding to this demand with plans for expansion throughout the country. Joint managing director Richard Cheshire said Krispy Kreme plans to double its outlets to 100 by 2015, while also adding new flavors and improving existing stores.
New outdoor marketing push
Also, earlier this week, Krispy Kreme launched a new outdoor campaign targeting office workers and including the tagline "Think inside the box."
According to CampaignLive, the message will be featured throughout April. It includes a series of digital and poster outdoor ads that show a box of 12 Krispy Kreme Doughnuts coupled with sayings such as:
- "Want to leave at 3? Start at 12;"
- "May the workforce be with you;" and
- "12 steps to a promotion"
The campaign first rolled out in London and Manchester, targeting mainline stations. It is also being supported across Facebook and Twitter.