Creative Commons Photo by Tadson Bussey
Krispy Kreme is hoping to increase long-term loyalty by boosting its coffee and other beverage sales with a new add-on approach, according to company leadership.
In a recent call to analysts, CEO James H. Morgan said beverage sales represent the highest margins for the doughnut-heavy fast food chain. Hoping to compete with the likes of Starbucks and Dunkin’ Donuts in coffee loyalty, Krispy Kreme rolled out a “signature” coffee line nearly two years ago.
“We will continue to market and expand our beverage program with the goal of significantly increasing the percentage of transactions that include a beverage purchase,” Morgan told analysts. “We know that beverage sales are up.”
Nick Brown
Nick Brown is the editor of Daily Coffee News by Roast Magazine. Feedback and story ideas are welcome. See the "About Us" page located at the bottom of this site for contact information.
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