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THE local franchise of Krispy Kreme remains unaffected by high
inflation and worldwide economic crunch besetting many food
companies, according to Christian Joseph, senior director for
Asia-Pacific franchise operations of the doughnut chain.
“Krispy Kreme is fortunate that we are a
snack, that even if the [Philippine] economy is struggling, people
still need to snack,” Joseph said.
Sales are “over target” as of the first half
of this year, added Carolyn Salud, Krispy Kreme Philippines’
managing director.
While Joseph admitted that the supply side of
the franchise has been slightly affected by the unpredictable
business climate, he said planning and forecasting have kept Krispy
Kreme in the country on course.
He said: “We can forecast futures of
commodities…like flour, which is an important ingredient. So we
… buy flour in advance, when it’s more reasonably priced. We
just can’t react [to economic uncertainties], but we must be
pro-active.”
Salud added it also helped that the company has
been efficiently using its existing resources.
Krispy Kreme, whose traditional glazed doughnut
is considered a favorite among many of its customers, currently has
seven stores in upscale locations and shopping malls in Metro
Manila, and would soon open a second and bigger drive-thru branch at
the Mall of Asia.
The chain’s Greenhills store is the first
donut drive-thru in Asia.
The local Krispy Kreme franchise is also
studying putting up branches in upcoming business hubs outside
Manila, such as Cebu and Clark, Salud said.
-- Ben Arnold O. De Vera
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