An interaction with Jeff Welch, President (International), Krispy Kreme.
In an interview with Restaurant India, Jeff Welch talks about trends that will rule Indian food business, the consumer experience strategy and the brands expansion plan in the country.
Krispy Kreme was started in 1937 in North Carolina and today it has presence in 21 countries around the world. What are the other countries you are looking at to expand in near future?
Since 2006, Krispy Kreme has started sharing the joy of hot, melt-in-mouth doughnuts with consumers in 24 countries around the globe. The brand plans to add five to six countries to the portfolio each year in the foreseeable future. We are planning to launch in countries like South America, Latin America and Europe by 2014.
What are the new marketing strategies you are counting for the New Year?
We are planning investing in a social media strategy to connect with our consumers in India. We will be launching campaigns to bond with our consumers too.
How you are going to add the extra topping on delivering better consumer experience?
At Krispy Kreme, consumer satisfaction is our top priority. The brand is all about the joy of sharing a box of delicious melt-in-your-mouth doughnuts with friends and family on various occasions and gatherings. We have a warm and friendly ambience where consumers can feel right at home and enjoy their time together with their loved ones.
What is the reason that foreign brands are looking at Indian market?
The Indian market has vast opportunities for any brand to flourish. Indian consumers are ready to experience and that gives a chance to foreign brands to explore the Indian market.
What all aspects have you considered while opening your store at Select CityWalk, New Delhi?
We worked closely with our franchisee partners to understand the best location to launch our first store in north India. After extensive research we concluded that number of footfalls and the wide recognition in Delhi, Select Citywalk was the best option to launch our first store in the city. We took into account factors like- location, retail environment and the experience of our franchisee.
How difficult is it to open a restaurant in a foreign nation?
Every country has its own unique challenges and opportunities. At Krispy Kreme, we comply with all local and national laws to ensure we have a smooth entry in the market.
Why did you choose to go through the franchise route?
We believe that local franchisees always understand the market better. We wanted to work with a franchisee who understood the local as well as the national scenario to help us cater to the needs of the consumers in India. We are delighted to associate with Bedrock Foods Pvt Ltd in Delhi as they are in sync with consumer expectations.