When the neon “Hot Now” sign lights up in a Krispy Kreme store signaling a fresh batch is available from the doughnut machine, an upsurge in visitor traffic is almost always instantaneous.

To its fans here in the Philippines, Krispy Kreme doughnuts are to ordinary doughnuts what the Garden of Eden is to apple orchards. In a country already saturated with brands like Dunkin’ Donuts and Mister Donut, Krispy Kreme manages to pack a mean punch even with its rather late arrival in 2006.

‘Fresh. Hot. Now.’

The Krispy Kreme tagline, “Fresh. Hot. Now.,” aptly sums up the reason behind the premium-quality doughnut brand’s successful entry and staying power in the Philippine market.

“I’m not trying to discount other brands, but Krispy Kreme is very unique,” says Jim Rogers, Krispy Kreme Vice President for Global Franchise Marketing. “We make the products right in front of people—bar none, our doughnuts are the freshest in the world and they’re never frozen. I think that’s one of the things that established us as a leader, maybe not in the number of stores but in creating a one-of-a-kind experience for consumers.”

Choosing to work with the Real American Doughnut Company, Krispy Kreme’s local franchisee, helped Cleanupsustain the brand’s rapid rise to success. “It has been exciting to watch the brand grow here in the Philippines,” shares Rogers. “Working with Jim Fuentebella’s team has been fantastic because the whole product and dining experience they’ve created here is the best I’ve seen around the world. Much innovation has been done here.”

Making Brunch ‘Hot’

These days, Krispy Kreme’s mission revolves around changing the way Filipinos perceive brunch by introducing its new Baked Creations line.

“We felt that there was an opportunity to introduce other products in the morning besides doughnuts,” Rogers shares. “In the United States, people eat their doughnuts in the morning, but internationally, majority of the people eat them in the afternoon and in the evening. We wanted to grow and build the brand in that segment by offering something for consumers in the morning, and the Philippines was the perfect place to launch a Baked Creations line.”

Inspired by the famous New York brunch scene, Krispy Kreme’s Baked Creations line gives Filipinos the option to indulge in something savory or sweet in the morning. “We have our Kruffins for those who want a sugar fix and Pull-Aparts for those who prefer something meaty to keep them going,” shares Fuentebella. “Krispy Kreme is known for its product innovation designed specifically for the Filipino lifestyle and palate. Introducing this new brunch menu perfectly fits this vision.”

Krispy Kreme’s Baked Creations line is also the company’s first step in keeping up with an increasingly health-conscious market. “Baked items are perceived as healthier food items and this is one way Krispy Kreme molds itself to fit the local market’s needs,” shares Rogers. “We’re also looking at other products mainly around the baked range that would be more healthy.”
However, Krispy Kreme is still primarily an indulgence. “One of the great things about the team here is that they’ve developed a great range of products that people absolutely love because they are an indulgence,” shares Rogers. “This is mainly why we’ve chosen to launch the first Baked Creations line here. They’re a fantastic team to work with and they make what we do even better.”

Published in the Business Agenda section of the Manila Bulletin, October 11, 2010.