WINSTON-SALEM, N.C. - Krispy Kreme wants customers to think about more than doughnuts when they visit a store, the Wall Street Journal€™s Market Watch reports. The doughnut chain will begin to push coffee, with incentives given to workers for coffee sales.
This week, Krispy Kreme CEO Jim Morgan revealed the chain€™s plan to increase coffee sales three-fold by 2015. He told investors that by then coffee sales will have reached 12% of total stales at locations. Currently, coffee sales capture 4% of sales.
In August, Krispy Kreme debuted its own branded coffee with a house blend, dark roast and decaf. The brew is available by the cup or bag, and the chain is eyeing iced-coffee for warm months. Promotions are helping to drive coffee sales.
Krispy Kreme hopes its coffee push will bring in more customers, since cups of joe are purchased daily, as opposed to doughnuts. "The heavy lifting is yet to be done on this," said Ken May, Krispy Kreme€™s president and COO. "But if you walk by my office in Winston-Salem (N.C.) you€™ll see a sign on the door that says coffee coffee coffee. We are very focused on this."
The doughnut chain is also looking to foreign expansion, including a recent plan to add 19 new Japanese locations over the next five years.