Krispy Kreme Spreads Its Deliciousness around the World(b)

Krispy Kreme Spreads Its Deliciousness around the World

by Brian Foden

From humble beginnings and the purchase of a secret recipe nearly 80 years ago, Krispy Kreme has become an international doughnut empire.

　　Emerging from its financial problems of the last decade, Krispy Kreme Doughnuts, Inc. has roughly 850 stores in 24 countries. Its first store outside of the United States was opened near the end of 2001 near Toronto, Canada. A rapid period of expansion began in 2004, and there are ambitious plans to greatly increase the number of stores, especially in countries such as Japan and Mexico. Krispy Kreme's first Indian Store was established in January 2013. In September of that same year, the company announced that five stores in Columbia would be opened up within five years, the first time Krispy Kreme ventured into a South American country.

　　Here in Taiwan, the company opened its first store in the Xinyi District in December 2013 in cooperation with its franchise partner, Huan Hsin Co., Ltd. As with many international businesses that have opened up in Taipei over the years, the Krispy Kreme restaurant brought with it a frenzy of excitement and long lines around the block. Taiwanese could be seen carrying several bags bulging with dozens of doughnuts walking around the Vieshow Cinema Complex. Huan Hsin has stated that it will open 10 stores in Taiwan over the next five years. This includes one now serving customers at Taipei Main Station.

　　Through such expansion plans and the creation of new doughnut flavors, Krispy Kreme remains a vibrant business. Part of its strategy is to introduce limited-edition flavors, such as key lime pie and caramel Dutch apple pie, which are only sold for a short time. For doughnut fans here in Taiwan and abroad, Krispy Kreme manages to keep hitting the spot.

色彩缤纷『甜』旋风

卡卡圈坊初创时很不起眼，几近八十年前买下了一份食谱秘方，它现在已成为国际性甜甜圈企业王国。

　　卡卡圈坊甜甜圈公司脱离了过去十年的财务问题，如今在二十四个国家里有大约八百五十家店。2001 年接近尾声时，它在美国境外的第一家门市于加拿大多伦多开幕。该公司于 2004 年开始迅速扩张，他们有雄心勃勃的计划来大幅增加门市的数量，尤其是在日本和墨西哥等国家。卡卡圈坊的第一家印度门市成立于 2013 年一月。同年九月，该公司宣布五年内将在哥伦比亚设立五家门市，这是卡卡圈坊首次进军南美洲国家。

　　在台湾，该公司于 2013 年十二月与它的特许经营伙伴奂鑫股份有限公司合作在信义区开了第一家门市。就如同多年来陆续在台北进驻的许多家国际企业，卡卡圈坊餐厅也带来了一股热潮与街道上的大排长龙。在威秀影城区，可以看到台湾人拎着大包小包装满了数十个甜甜圈的提袋闲晃。奂鑫表示该公司在未来五年内将会在台湾开设十家门市。这包括了目前在台北车站为顾客服务的一家门市。

　　透过这样的扩点计划以及创造新的甜甜圈口味，卡卡圈坊一直是一个充满活力的企业。它的部份策略是推出限量版口味，象是柠檬派和荷兰焦糖苹果派的口味，而这些口味只在很短的时间内销售。对于国内外的甜甜圈迷来说，卡卡圈坊总是有办法满足他们的味蕾。