Doughnut Brand Heads to Morocco

Krispy Kreme Inc. (Charlotte, N.C.) has unveiled plans to open its first shop in Morocco, on Aug. 9. Created in partnership with longtime franchise partner Americana Group (Sharjah, United Arab Emirates), the company said in a news release that its move into Morocco is “motivated by its economic vitality and the consumption habits of its population, who appreciate moments of pleasure and conviviality.”

Said Krispy Kreme Chief Development Officer Raphael Duvivier, “Our decision to enter the Moroccan market is part of our broader expansion strategy [to use our hub-and-spoke model] in the Middle East and North Africa region”.

The Moroccan shop will incorporate the brand’s “Hot Light” shop concept, also known as the “Theatre Shop,” where consumers can watch doughnuts being glazed and served fresh directly from the production line.

It will also feature a selection of a dozen doughnut varieties, including the brand’s original glazed, as well as chocolate, fruit and hazelnut creations. The brand will also offer cream-filled and jam-filled doughnuts, along with gluten-free and vegan options.

Overall, Krispy Kreme has about 14,000 stores in more than 35 countries.