WINSTON SALEM, N.C. ? Krispy Kreme Doughnuts has launched three new signature coffees along with a new promotional campaign, Nation?s Restaurant News reports.
?I have little doubt that we can significantly increase our coffee sales,? said Krispy Kreme chief executive Jim Morgan earlier this summer when revealing the chain would venture into coffee. Currently, total beverage sales at Krispy Kreme grab 12 percent of sales, with coffee capturing 4 percent of sales by itself.
The marketing campaign featuring the tagline, ?Worthy of our doughnuts,? starts September 2. The coffee varieties will be house blend, dark roast and house decaf.
Coffee can add market share to retailers wishing to increase their part of breakfast, said Dennis Lombardi, executive vice president of foodservice strategies for WD Partners. ?In terms of a tactic and strategy, coffee is such an important part of the decision-making process for the consumer,? he said. ?When was the last time that someone said he went to dinner because of the coffee? But it?s just the opposite for breakfast. People go to breakfast where they give a good cup of coffee.?
However, Darren Tristano, executive vice president of Technomic, said the chain might have missed its opportunity to make an impact in the coffee arena. ?They are late to the market with pushing coffee,? he said. ?Coffee tends to be a driver for routine visits to restaurants. I don?t know why it took so long to move coffee up at Krispy Kreme.?
News of the new coffees and marketing campaign comes on the heels of an announcement from Krispy Kreme about its planned expansion in Japan.
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