Krispy Kreme is making a Canadian comeback.
The renowned American donut chain has announced its intention to open 50 new stores in Ontario and Quebec over the next five years.
It’s a bold move for the company given its largely unsuccessful attempt to infiltrate TimHortonsland in 2001 when Krispy Kreme opened its first international location in Toronto. Bankruptcy followed just four years later.
Canadians moved on well, with donuts of an artisanal variety becoming increasingly popular to the point of trend food. Recognizing that shift, Krispy Kreme will add a touch of boutique to its new Canadian stores.
One location that’s already opened, in Toronto, is described as a café-style shop, which also serves up specialty coffees, frozen drinks and a variety of baked goods, such as bagels and muffins.
The biggest challenge will be getting Canadians to increase their donut intake. “We’re not consuming the same amount of deep-fried, fatty foods as they do in the U.S,” said Robert Carter of Toronto-based market research company NPD Group in discussing Krispy Kreme’s original failure.
“For Krispy Kreme to come in on a platform of doughnuts and expect that they’re going to experience growth is very shortsighted.”
Anyway, we probably don’t need more deep-fried diabetes rings.