Krispy Kreme Doughnuts, are they still around? The answer is yes, but it seems they’re only hanging on by a thread. Brought to the Canadian market riding on a publicity high in 2004 followed by a quick move into bankruptcy protection in 2005. Out of a planned 32 Canadian locations there are only 4 that are still operating in this country. The only BC location is in Delta at 7153 120th Street (Scott road) and is the only location west of Mississauga, Ontario.
So what went wrong? There are a few things that Krispy Kreme did wrong when entering the hotly contested Canadian coffee/doughnut market. Tim Horton’s and Starbucks control a staggering percentage of the coffee market sitting somewhere in the 70% range combined. When Krispy Kreme came to the party they thought selling doughnuts would be the marketing strategy that would bring Canadian success, this was most certainly not the case. Coffee sales drive both Tim Horton’s and rival Starbucks with any additional product being a spin-off of coffee sales. In Tim Horton’s case they have greatly expanded their product line in recent years but coffee remains the key metric in their business plan and without it they would sell very few doughnuts, or anything else for that matter.
Krispy Kreme sells coffee as well, but know one knows if it’s any good because that’s not what they’re there for. The doughnuts are as good as advertised though and are 50% of if you buy a dozen after 9pm. There is a red neon sign that gets lit up when there is a fresh batch of glazed original doughnuts fresh off the line but rumor has it that it doesn’t get turned on very often these days. The only thing that really sets Krispy Kreme apart from the competition is that they make their tasty treats on site, which Tim Horton’s stopped doing a few years ago, opting to truck in pre cooked frozen doughnuts and reheat them on site.
If you like sweet, airy doughnuts that are almost as addictive as crack (not scientifically relevant or proven) then head over the Alex Fraser bridge and have a doughnut, before it’s too late.