Krispy Kreme is to open a ‘doughnut theatre’ in London which will bring the firm’s Hot Light experience to the West End for the first time.
Doughnut lovers will be able to experience hot Original Glazed doughnuts when the ‘Hot Now’ sign is glowing red at the new shop from 11am to 9pm. The Oxford Street store will create over 6,600 hot Original Glazed doughnuts every day, giving visitors the chance to watch them being made, travelling down the conveyor belt before cascading under a glaze waterfall ready to taste, seconds later.
The doughnut theatre, which opens on 16 February 2024, will also feature an exclusive range of merchandise and a dedicated influencer content studio called the ‘Doughnut Room’ – a bookable area with a ‘stunning’ visual backdrop for content creation.
“I’m delighted we’re bringing the iconic Krispy Kreme Hot Light experience back into the heart of Central London for everyone to enjoy,” said Jamie Dunning, president and MD of Krispy Kreme UK & Ireland.
The new location will occupy 1,534 square feet of newly renovated prime retail space close to Tottenham Court Road Station and the popular Outernet immersive entertainment experience.
“At Krispy Kreme we’re great believers in the power of immersive retail. Give customers a truly memorable retail experience they won’t forget and that will stay with them far longer, and in more valuable ways, than you could ever achieve through the likes of advertising campaigns. That’s why we’ve put so much effort into making this new shop such a fantastic experience that really brings our brand to life,” Dunning added.
Other Hot Light shops can be found across the UK in Edinburgh, Braehead, Enfield, Leeds, Manchester, Peterborough, and New Malden.
He said the Oxford Street opening is part of the brand’s wider growth plans. At present, around one quarter of the UK buy Krispy Kreme doughnuts through the firm’s 125-plus retail estate and via branded cabinets in retail partners including Asda, Tesco, and Sainsbury’s as well as Moto and Welcome Break, but the business has its sights set on doubling that to at least 50% over the next few years.
Dunning recently elaborated on Krispy Kreme’s plans in an exclusive interview with British Baker, during which he outlined some of the ways this ambition could be achieved.