Krispy Kreme May Expand Overseas
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WINSTON-SALEM, N.C. (AP) _ 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.″