Krispy Kreme wastes no time to Indianise

A digital campaign will soon follow Krispy Kreme's expansion, highlighting the localisation of flavours for India

Krispy Kreme, which had entered earlier this year, is intent on striking a chord with the Indian audience. The US-based doughnut chain which has five stores in Bangalore, entered the north of India (Delhi) last weekend. It is now highlighting the egg-free recipe that is being used for its doughnuts, one developed only for India.

Amiteshwar Sethi, head, marketing, Bedrock Foods, Krispy Kreme's franchisee for northern India, says, "We will launch a digital campaign in a week's time to highlight not just our eggless recipe but also the local flavours that we have on offer. North Indians love the taste of mangoes, and we have a mango cream and crunch to satiate them."

Krispy Kreme's new line of localised marketing follows the footsteps of international fast-food chains who have had to Indianise their menus to suit local palates with food such as beef- and pork-free burgers from McDonald's, pizzas with vegetarian toppings from Pizza Hut and coriander-flavoured English muffins at Starbucks.

Quick-service restaurants account for about 15 per cent of the $100-billion (Rs 6 lakh crore) food services market in India. Analysts estimate the segment would account for 20-25 per cent of the overall market in the next seven-eight years, driven by rising disposable incomes, working women and nuclear families.

After pizzas and burgers, the Western imports that stormed fast food in India, doughnuts seem to be attracting international chains to India. The other two major players in the category are Singapore-based Mad over Donuts (MoD) and US-headquartered Dunkin Donuts, franchised by Jubilant Foodworks, which is also operates Domino's in India.

Dunkin Donuts has taken its store count to 19 from 10 in three months, and MoD, after adding four more, has 50 in Mumbai, Delhi, Bangalore and Pune. Dunkin Donuts, on the other hand, has started off by strengthening its brand in the north (Delhi-NCR, Chandigarh, Uttarakhand and Punjab). Peter King, vice-president (Asia-Pacific), Krispy Kreme Doughnut Corporation had said earlier, "Asia-Pacific is a key market for us, with over 200 stores out of Krispy Kreme's 700-odd outlets in this region. Our search is on to add a partner for eastern India as well." Its partner for north, Bedrock Food, also operates Subway. Krispy Kreme partners with Landmark Group for western and southern India. In the next financial year, Krispy Kreme is looking to open eight stores.

Its eggless recipe will also be applied to its original glazed doughnuts, the signature variety of any doughnut chain, in order to appease vegetarians, found in greater numbers in the north and west.

The classic original glazed doughnuts are priced at Rs 50 at Krispy Kreme. Dunkin Donuts sells them for Rs 52 and MoD for Rs 45. The assorted range, which has variations on the classic with added flavours is priced higher - Rs 65 per piece at Krispy Kreme, Rs 59 at Dunkin Donuts and Rs 55 at MoD.

Interestingly, MoD also sells eggless doughnuts and cupcakes at all its outlets in India, while Dunkin Donuts has both egg-based and eggless doughnuts in its stores.