Filipinos called on to help Krispy Kreme expand

Krispy Kreme’s global president Dan Beem (left) , Steve Avery, vice president for Asia Pacific and Sharon Fuentebella, CEO of Krispy Kreme Philippines, lead the ceremonial turnover of Krispy Kreme’s 1,000 doughnut check to the Philippine Red Cross. CONTRIBUTED PHOTO

MANILA, Philippines–As Krispy Kreme looks forward to opening more stores in the Asia-Pacific, don’t be surprised to find Filipino faces manning the training of the local  crew in other parts of Asia.

The warmth of the Filipino  crew is a badge of honor for  Sharon Fuentebella, CEO of Krispy Kreme Philippines.

She narrates that the mother company headquartered in Winston Salem, North Carolina, sends new people from Thailand and India to train on Philippine soil.

In return, they deploy an all-Filipino team to set up shop in Thailand, Singapore, India and Taiwan.

She narrates that they send a team composed of six individuals to these countries to train the local crew with their signature brand of hospitality and quality service. The crew remains there for three to six months until the store is fully operational.

“The Pinoy Krispy Kreme crew see it as a great opportunity to expose their talents and to travel as well,” she adds.

“Every store that we go into, the smile on the customer’s face says it all. The way that they are touching the people’s lives is a whole different story,” Dan Beem, global president for Krispy Kreme, said when asked what sets the Filipino staff apart from the rest.

He also underscores the “passionate and heartwarming service” that their Filipino crew uniquely possesses. “There is an insatiable energy here. An aura that comes out of their bodies. It is their zest for life which makes them special,” Beem said.

“The Philippines is such a great market for Krispy Kreme. Not only are there tremendous growth opportunities, there is also a very welcoming and exciting vibe among our loyal customers,” Beem said.

In it’s 77th year, Krispy Kreme continues to nurture the global sugar rush they’ve created with a roster of premium donuts. The well-loved brand recently launched their 1000th store in Kansas City, Missouri.

Every donut is stamped with their own signature of freshness and unique flavors. But according to Steve Avery, Krispy Kreme’s newly appointed vice president for the Asia Pacific region, identifies innovation among their challenges.

“We need to carve out new flavors, keep [the brand] fresh. We challenge ourselves to be more clever and be more creative,” he said.

The maker of the original glazed doughnuts first opened their doors to Filipinos in 2006 in their flagship store in Bonifacio Global City. And today, they have grown to over 60 stores nationwide.

Beem also commends Max’s group for growing Krispy Kreme organically here. “It was a tremendous job for them to grow Krispy Kreme in a strategic way … [they have the] patience to grow in the right way. I think what happens a lot of times is companies will find great success and then try to grow quickly versus growing in a manner that the public is going to accept or embrace it,” Beem said.

However, Fuentebella notes that the goal is to bring the premium donuts “closer to the customers.”

With the traffic the Metro is experiencing on a daily basis, they want to touch base with their customers in strategic locations. This 2015, Krispy Kreme intends to open 13 more stores.

“Competition-wise, it’s still all about consistency and quality. We’re here to provide them with good donuts and good coffee,” she said.

While busying themselves with thinking outside the box, the international retailer of premium quality sweet treats takes into consideration the growing lifestyle shift toward healthy living in the Philippines.

Avery said that people walk into their stores to treat themselves and to take a break from their diets.

In addition, Krispy Kreme is a brand which offers indulgence to their customers. The mouth-watering goodness each donut offers an invitation to forget the calories for a while.

And for those who are out for a treat sans the calories, Krispy Kreme has a lineup of baked donuts for the health-conscious.

In 2015, Avery wants to take business to the next level by getting more people to walk into their stores. With Asia Pacific accounting for 50 percent of the global business, expansion to China is also on Krispy Kreme’s to-do-list.

Beem adds that they want to establish more emotional connections with their customers. The beverage menu is up for an overhaul as they plan to add more choices.

Krispy Kreme recently hired Amy Harp as the new vice president for global beverage. Harp is the brains behind the success of Illy Coffee. Beem notes that Harp knows the beverage platform like no one else.

“It is part of broadening the core menu to expand our market share across all regions,” Beem said.