Friday, August 23, 2013

Krispy Kreme Opening Oct 12 in Singapore at TANGS Basement 1

You won't need to smuggle back boxes of these anymore from the US or neighbouring countries. Krispy Kreme is [FINALLY!!!] coming to Singapore (yes, already with local website). On October 12, 2013, you can join the queues outside the 1,200 sq ft sit-in cafe at TANGS Basement 1. Of course there are going to be queues. Yes, the doughnut craze is long gone, but this is Krispy Kreme we're talking about.

Plus on opening day, die hard fans standing in line might win Golden, Silver and Bronze Tickets that give you a whole year's unlimited supply of fried bread with sugar poured on Krispy Kreme doughnuts. Whoever wins needs a full year's gym membership as well, I am sure.

Watch out also for the "100,000 Doughnut Surprise" pre-opening tradition, where Krispy Kreme will storm offices, schools and Orchard Road (mid Sept to Oct) to put a doughnut in your hand and a smile on your face. Vote for your school or office here.

Singapore is getting 16 flavours (click above to see bigger version) of doughnuts, and also the coffee and chilled beverages.

Prices start from S$2.60 each or S$23.40 for a dozen of the popular Original Glazed doughnuts, which is what most of people like best, so I hear.

I tried my first Original Glazed one in Manila in Jan 2012 (there was no queue there at Mall of Asia, unlike the Shinjuku store). I'm not a fan of most doughnuts, but I have to say the Krispy Kreme one is something different. The easiest 200 calories to inhale. Luckily I could only handle one.

I was intrigued to learn they started in North Carolina, of all places. Off their website, the story reads:

"Vernon Rudolph bought a secret yeast-raised doughnut recipe from a New Orleans French chef, rented a building in what is now historic Old Salem in Winston-Salem, North Carolina and began selling Krispy Kreme doughnuts on July 13, 1937 to local grocery stores.

The delicious scent of cooking doughnuts drifted into the streets, and passers-by stopped to ask if they could buy hot doughnuts. So, he cut the hole in an outside wall and started selling hot Original Glazed doughnuts directly to customers on the sidewalk."

I love stories like that. Krispy Kreme is a brand steeped in old Americana. It did get a little too ubiquitous at one stage, which probably dulled its appeal. They need to keep it exclusive.

So it's good that the local franchisee Star 360 Group headed by Andy Chaw (right) will focus more on keeping the quality consistent before seeking expansion.

But there are already five or more outlets planned in next five years - perhaps at Changi Airport, Sentosa, the CBD and Shenton Way areas.

You can stay clued in on future happenings and promotions with their Singapore Facebook page, which already has more than 5,000 likes.

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