Krispy Kreme Doughnuts is looking to Europe and Asia for new store locations
even as it pursues an aggressive expansion campaign in the United States.
The Winston-Salem-based chain opened 36 stores last fiscal year, bringing its
total to 175 in 28 states.
Don Henshall, president of international development, was hired in December
to develop the firm's first expansion plans overseas.
Krispy Kreme aims to better field inquiries from potential franchisees in
Guam, Korea, Poland and some 53 other countries that have contacted the company,
Henshall said.
Henshall, who grew up in New Zealand, said Krispy Kreme is moving cautiously
to avoid mistakes.
The company is considering everything from potential customs issues regarding
the importing of ingredients, to democratic stability of foreign countries and
regional customer preferences
"The English drink tea," said Henshall. "If we don't offer hot
tea we're going to turn off greater than 50 percent of the people who come in
the door. In Japan, they're physically not all the same size, so our T-shirts
are going to have to be smaller."
Henshall the company's plans can't be rushed.
"The reaction we get once we're out there will dictate the pace of what
where we go," Henshall said. "You never know about anything until you
physically open a store."