Today, Krispy Kreme announces a brand new concept for its ‘hottest’ new shop, set to open on 16th February 2024. The new shop will bring the brand’s iconic Hot Light experience to the West End for the first time ever, giving doughnut lovers the chance to try hot Original Glazed doughnuts, fresh off the line. The doughnut theatre will also feature an exclusive range of merchandise and a dedicated influencer content studio.
Doughnut lovers will be able to experience hot Original Glazed doughnuts when the ‘Hot Now’ sign is glowing red at the new shop from 11am – 9pm. The Oxford street doughnut theatre will create over 6,600 hot Original Glazed doughnuts every day, giving visitors the chance to watch them being made, travelling down the conveyor belt before cascading under a glaze waterfall ready to taste, seconds later.
Twenty years after its UK debut in Harrods in 2003, Krispy Kreme remains at the forefront of doughnut innovation yet the Original Glazed remains the brand’s most iconic doughnut, especially when the Hot Light sign is glowing red.
UK Krispy Kreme fans will also be able to get their hands on a range of branded merchandise including caps, umbrellas and mugs, all exclusive to the Oxford Street shop. Plus influencers and content creators will be able to book the ‘Doughnut Room’ on the first floor which provides a stunning visual backdrop for content creation.
Jamie Dunning, President and MD of Krispy Kreme UK & Ireland said: “I’m delighted we’re bringing the iconic Krispy Kreme Hot Light experience back into the heart of Central London for everyone to enjoy. When our founder, Vernon Rudolph, started selling hot Original Glazed doughnuts through a hatch in the wall in 1937, the irresistible smell and ‘melt in your mouth’ experience quickly made hot Original Glazed doughnuts a taste phenomenon. Today, biting into a hot Original Glazed doughnut, fresh off the line, is still the most iconic Krispy Kreme experience. It’s an unforgettable taste sensation that everyone should try at least once.”
The new location will occupy 1,534 square feet of newly renovated prime retail space close to Tottenham Court Road Station and the popular Outernet immersive entertainment experience. More than 100 million trips have been made on the Elizabeth Line since it opened, with Tottenham Court Road Underground Station its most popular destination.
Jamie Dunning continues: “At Krispy Kreme we’re great believers in the power of immersive retail. Give customers a truly memorable retail experience they won’t forget and that will stay with them far longer, and in more valuable ways, than you could ever achieve through the likes of advertising campaigns. That’s why we’ve put so much effort into making this new shop such a fantastic experience that really brings our brand to life.
This new Oxford Street opening is part of our wider growth plans. Today, Krispy Kreme is bought by about one quarter of the UK population through our shop presence and distribution partners, but we have our sights set on doubling that to at least 50% over the next few years. I’m also proud that we will be playing a key role in the wider regeneration of Oxford Street with our new shop situated right by the popular Outernet immersive entertainment district and Tottenham Court Road Station, which has seen a terrific rise in footfall thanks to the opening of the Elizabeth line.”
The Krispy Kreme shop at 27 Oxford Street is set to open at 8am on Friday 16th February 2024 with exclusive Krispy Kreme goody bags up for grabs for the first 200 people in the queue.
Doughnut lovers looking to be one of the first to taste a hot Original Glazed doughnut can check out KrispyKreme.co.uk/
