Digital ordering is increasing in popularity and shifting competition between competing stores, with brands continually finding innovative ways to draw more attention to online stores.
Krispy Kreme has unveiled the idea of a having a beacon light up, guiding customers to the website, similar to hot-lights outside their physical stores. The chain’s Doughnut Delivery beacon targets giving customers the opportunity to get their orders delivered to their door free of charge.
When illuminated at any time, the Delivery Light serves to notify customers on the Krispy Kreme website and through live social events. Known for its digital innovation, in the past the brand brought forward the idea of virtual ‘lickable’ doughnut ads in 2015 for their “Decadent Desserts” range. Krispy Kreme aims to build on its delivery capabilities to keep up with increasing demand as digital ordering grows.
Factoring in both increasing reach and designing its stores to improve service for customer and courier collections, Krispy Kreme aims to capitalise on opportunities presented through online delivery fully. This relatively new element to food service is a critical consideration in the brand's plans for store expansion, new locations and design.
In Australia, Krispy Kreme has introduced digital menu boards across stores, allowing the brand to showcase the best offering the chain has at particular times.
Krispy Kreme aims to continue to invest in coming up with the ultimate customer experience while expanding consumer reach with new stores, formats, and delivery capabilities.
