MOROCCO—American doughnut and coffeehouse chain Krispy Kreme has partnered with franchisee Americana to open its first shop in Morocco, part of the company’s expansion strategy into the Middle East and North Africa (MENA).
The company revealed the inaugural shop will open on August 9.
Krispy Kreme revealed that its decision to expand into the North African country was heavily influenced by its consumption habits and market potential.
According to the African Marketing Confederation, Morocco is the second largest retail market for coffee in the MENA region, with revenue generated from restaurants and bars amounting to US$744.6 million in 2023.
International coffeehouses like Boost Coffee, Costa Coffee, and Expresso Lab have already announced plans to enter or expand their presence in the Moroccan market.
Krispy Kreme has also revealed that the new shop will feature a selection of its 12 most popular doughnut flavors in the world, including the Original Glazed doughnut, together with fan favorites—fruit, chocolate, and hazelnut flavor variations.
The new shop will also feature cream-filled and jam-filled doughnuts, along with gluten-free and vegan options, to satisfy customers’ various taste preferences.
It will also feature a range of exclusive doughnuts inspired by Moroccan flavors to appeal to local tastes. The hallmark of this locally inspired doughnut range will be a special caramel doughnut that the company describes as reminiscent of churros and dulce de leche, desserts considered an important part of the country’s coffee culture.
The locally inspired doughnut range will also include a cinnamon doughnut, reflecting traditional Moroccan flavors, and a lemon dream doughnut, reflecting the frequent use of citrus in Moroccan cuisine.
The new shop’s beverage selection will feature 100% Arabica coffee, various teas, and fruit frappes.
The coffeehouse chain also revealed it will introduce the Hot Light Theatre Shop concept, where customers will watch their doughnuts glazed before being served fresh and warm. The company explained that the concept would offer an engaging experience of witnessing the doughnut preparation process in real time.
Krispy Kreme has committed to working with local suppliers for many ingredients and raw materials.
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