International chain of coffee shops Krispy Kreme, celebrating its 82nd anniversary in July, is preparing to present its flagship retail concept in Times Square in New York.
The first of its kind flagship Krispy Kreme Times Square will be located at the intersection of Broadway with 48th Street and will operate 24 hours a day. The official opening of the institution, unique in its scale, will take place in the first quarter of 2020.
The flagship will receive the world's largest media screen with a height of about 4.6m, which will indicate around the clock that fresh donuts are being prepared and served in the coffee shop. Thus, fans of Krispy Kreme will have the opportunity to watch in real time on a huge screen all the stages of making donuts - from mixing raw ingredients to coating them with colored glaze.
“This is a big deal. This is the essence of the brand,” commented Mike Tattersfield, CEO and President of Krispy Kreme Donuts, about the upcoming New York opening.
The trade area of the flagship cafe will be about 420 sq.m. Inside will be the world's largest donation box, Krispy Kreme: a stadium-style seating area that can accommodate up to 25 people.
In addition to the hot donuts coming off the production line, guests will be able to get their favorite product through the outside window, where dozens of hot donuts and coffee will be prepackaged. Desserts will also be offered at the internal grab-and-go checkout. The flagship will offer customers the possibility of a mobile order, which began to be implemented in American coffee shops since the beginning of 2019.
Krispy Kreme Times Square Flagman is also expected to provide a variety of interactive content to engage audiences both inside and outside the store, as well as a collection of New York-style drinking apparel and accessories.
“When you talk about one of the biggest chains in the world where consumers are used to taking a piece of New York home with them, they will be visiting the flagship Krispy Kreme and would like to see the association with actually being there,” commented Tattersfield.
The Times Square flagship coffee shop plans to serve more guests than any other chain in the world, making its mark on one of the world's most iconic shopping streets and solidifying its position as one of the top purveyors of sweets in the United States.