Classic combo gets a crave-worthy space
Sitting down to the classic American combo of doughnuts and a cup of joe gets a welcoming reinvention with an emphasis on the brand’s history. The hearty serving of nostalgia develops a sense of familiarity and camaraderie that also sets the company apart from its competitors.
Krispy Kreme | Clemmons, N.C.
size: 2,600 sf
completion: October 2015
photos: Nick Greenway
Miller Zell design
Reproductions of the brand’s original wood delivery crates and a display of enlarged photographs highlight the Krispy Kreme story. Other historical reminders are wood ceiling elements with metal I-beam supports referencing the brand’s beginnings in a Winston-Salem, N.C. warehouse. Building the date, 1937, into the main counter signifies the year of the company’s founding.
Adding behind-the-scenes viewing access to the doughnut production area enhances the customer experience and is in keeping with the project’s goal of creating a cheery environment that invites visitors to stay and enjoy their coffee and doughnuts.
Other features include:
- Reducing wait time for customers with an improved POS system that makes the ordering process simpler and more intuitive.
- Increasing the staff’s efficiency and accessibility to customers with a new counter layout.
- Introducing a variety of seating options to better facilitate different customer groups such as a high counter at the window, a community table, adjustable banquette seating, and upholstery/lounge-type seating.
Presenting coffee as equal in importance to doughnuts also drives increased coffee sales without negatively impacting doughnut revenue.