Krispy Kreme’s New Times Square Store Will Have Branded Merchandise

By Joseph Myers

Thanks to Krispy Kreme, there will be no summer news slump, as the doughnut company and coffeehouse chain announced yesterday that it will open a gargantuan Times Square flagship store, with a branded merchandise selection that's nearly as appetizing as a fresh hot original glazed.

Breaking news! We’re opening our new #TimesSquare Flagship in 2020! Who’s excited for hot and fresh #OriginalGlazed doughnuts?! 🍎🍩 https://t.co/pA6yiiddGh pic.twitter.com/eFo84SmrjX

— Krispy Kreme (@krispykreme) June 10, 2019

Totally going against the stance from Roman playwright Plautus that moderation in all things is the best policy, Krispy Kreme will give doughnut devotees an always-open destination to cater to their cravings. Through 4,500 square feet, the location, which Forbes and Delish have said will open in the first half of 2020, is promising a continuation of the experiential marketing trend that we have been getting a kick out of covering. Through what Forbes calls Krispy Kreme’s “iconic doughnut theater experience,” patrons can watch as doughnuts are made and will take to the space’s stadium-style seating section in what Forbes is dubbing “the world’s largest Krispy Kreme doughnut box.”

Day or night, rain or shine… We’ll be there! Our new #TimesSquare Flagship will be open 24/7! Hot and fresh #OriginalGlazed Doughnuts, all-new doughnut experiences, and exclusive merch, we can’t wait to meet you in 2020! 🍩🗽🍎 #KrispyKreme #NYC pic.twitter.com/NGtYWJvVpr

— Krispy Kreme (@krispykreme) June 11, 2019

The doughnuts alone would be enough cause for many customers to visit what will become Krispy Kreme’s lone Manhattan-situated standalone spot, but since those folks are likely not going to be in the majority—and because brand awareness involves more than just offering a desired good—the store is going to tout its home city and, well, itself through branded items. Both news sources mention a grab-and-go station with merchandise, but only Delish goes into specifics, noting that Krispy Kreme branded merchandise like hats, mugs, T-shirts and totes will be onsite.

Given that the publications also state that the Times Square hotspot stands to be the busiest Krispy Kreme in the world, we can understand that its doors might not be open until perhaps this time next year, but we dearly hope that the overseers offer enough standout merchandise to draw droves and increase membership in the Friends of Krispy Kreme loyalty club. We are also curious to see which company might take the experiential marketing leap next. Which places would you like to see be wise enough to do so?