Kiosks of Krispy Kreme doughnuts have been popping up in malls throughout the United Kingdom, with a unique twist.
Recent pictures of the new kiosks show the newest locations have been constructed in the shape of a Krispy Kreme doughnut box, according to Trend Hunter. Various companies have been experimenting with innovative kiosks, and a giant box of doughnuts will certainly attract people’s attention more than a typical food stand.
The back of the kiosk in shaped like the lid of the box, which wraps around in the front to create plenty of counter space. The middle of the stand has a clear display case where the doughnuts are prominently displayed. Customers could order several doughnuts, which are placed inside a doughnut box, which is located inside…a doughnut box.
Although one would think the doughnut chain does not need to engage in creative tactics to convince customers to buy its tasty products, it appears that Krispy Kreme’s overseas locations lag a bit compared to their U.S. counterparts. The doughnut chain’s revenue increased 3 percent in the second quarter of 2016, but mostly due to sales throughout the United States, according to The Wall Street Journal.
"In its U.S. business, revenue at company stores—the largest contributor to the top line—rose 3.6% and domestic franchise revenue increased 12%.," the article explained. "Sales at established stores in the U.S. rose 0.7%, reflecting a decline of 0.7% at company-owned shops that was offset by growth of 1.6% at franchise stores. International comparable sales dropped 7.3% excluding currency effects."
Nevertheless, U.S. fans are still happy to wait for the red light in order to enjoy freshly-prepared glazed doughnuts. At a new location in downtown Denver, hundreds of fans waited in line in order to be one of the first customers at the new 16th Street Mall location, as reported by The Denver Post.
Sean McElroy, who lined up at 11:15 p.m. the night before opening night, was awarded free doughnuts for a year. The following 99 customers received a free dozen every month for a year. The remaining customers, some of whom had been waiting in line since 4:10 a.m., received a coupon for a free doughnut.
"They should have been here earlier," said MaeLani Lee, one of the first in line. "When it’s free, it tastes so much better."