American doughnut chain Krispy Kreme has arrived in France and opened its first shop in Paris, hoping to follow in the footsteps of other U.S fast-food franchises that have succeeded in France in recent years.
Krispy Kreme Doughnuts in France: Ambitious strategy
In France, donuts are familiar but not typically the centerpiece at bakeries and similar establishments. This landscape saw a brief entry from California's Randy's Donuts, which opened in Paris in October 2022 but shut down shortly afterward.
Aiming to thrive in its 39th international market, Krispy Kreme's French Director General, Alexandre Maizoue, has launched an ambitious strategy. Plans include initiating home delivery services early next year, establishing a production facility in Créteil's eastern suburbs by 2024, and an ambitious goal of expanding to 500 stores across the country within the next five years.
He said, "I think we have some good years ahead of us." The business has already put more than €2 million ($2.2 million) into its first store and factory.
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Krispy Kreme's Controversial 100,000 Donuts
Krispy Kreme stirred excitement in Paris with an expansive advertising push, which led to accusations of illegal advertising by the Paris City Hall and the distribution of about 100,000 doughnuts across the city.
At the grand opening of their new store in the Halles shopping center, a DJ and red carpet greeted customers. Alexandre Maizoue, the company's French manager, reported a turnout of approximately 400 people lining up at 8 am, with 3,000 visitors on the opening day.
The debut store in France showcases 13 varieties of doughnuts, featuring a transparent wall for customers to watch the doughnuts being made, a unique aspect of the brand.
Describing the launch day, Maizoué conveyed the intense excitement. "The opening day was simply overwhelming," he stated.
As the day ended, the enthusiasm peaked, with people eagerly knocking on the windows, pleading for entry. Maizoué reflected on the experience, saying, "It was truly an extraordinary event in every sense of the word."
The dynamic marketing efforts of Krispy Kreme have, however, attracted criticism from city officials. Deputy Mayor Emmanuel Grégoire, in a statement last month, expressed disapproval over the company's use of fly-posters, describing them as a source of litter on the streets.
Grégoire criticized placing posters on properties without the owners' consent, labeling it "unlawful, environmentally damaging, and expensive for the community." His comments highlight the concerns regarding the impact of such promotional tactics on the city's environment and resources.
French Roots and American Flavors Unite
Meanwhile, Krispy Kreme's connection with France returns to the start of 1937. The founder bought the original donut recipe from a French chef in New Orleans. It shows the brand's long-standing link with French cooking.
Also, Krispy Kreme isn't the first American food company to be liked in France. France is known for its fancy meals and pastries, but people there also welcome American fast food. It shows that French people enjoy trying different kinds of food.
French devotees like 33-year-old accountant David Mitrani love Krispy Kreme despite these stereotypes. After seeing the brand abroad, Mitrani attended the Paris store's launch. "The surprise for me wasn't their arrival in France but rather the delay in their coming," he remarked.
Food Service Vision's François Blouin sees a growing French interest in American food. "France, known for its culinary excellence, is also welcoming of American-style food chains," said he.
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