Krispy Kreme rolls out new digital cabinets

Doughnut retailer Krispy Kreme has launched digital cabinets and a range of mini doughnuts.

The digital cabinets will be trialled in 15 Tesco and Welcome Break stores this week before a nationwide roll-out.

Each cabinet has digital header screens with messages such as ‘Made Fresh Daily’, showcases the range inside and provides specific tailored content depending on the store, time of day or season.

Other features include digital shelf-edge labels (SELs) with full ingredient specifications, enabling customers to check for allergens.

“We are thrilled to be partnering with Tesco and Welcome Break to introduce our first technology-focused cabinet,” said Suk Nicholas, UK sales director at Krispy Kreme.

A passive infrared (PIR) motion sensor identifies when someone stands in front of the cabinet, which switches from displaying an animated ‘waterfall’ of doughnuts to fixed product information.

“We are only at the start of this journey and there are huge opportunities moving forwards to further develop the on-screen content to surprise and delight our customers at the point of purchase.”

The cabinets elevate the customer experience, while creating in-store theatre, said the company.

“Tesco is delighted to be partnering with Krispy Kreme to trial these new state-of-the art cabinets, allowing us to offer our customers more choice and bring a bit of theatre in our stores,” added Amanda Hart, senior category buyer at Tesco.

Krispy Kreme has also launched limited-edition Mini Moments, which are available now until 2 February from East Park Deli in The Spark, Solent University.

It is available in three flavours, including Original Glazed, Strawberry Sprinkles and Chocolate Sprinkles.

The retailer recently launched an autumnal range, called Duoghnuts, which swirls two flavours together in one doughnut.

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