Krispy Kreme sweets have been available in Avec stores in French-speaking Switzerland for a few weeks, marking the beginning of a pilot project. Currently, these treats can be found in locations across the cantons of Geneva and Vaud, with the intention of expanding nationwide if the trial proves successful.
Nicolas Duleroy, the driving force behind the project, has shared his vision with the Aargauer Zeitung, stating that Krispy Kreme donuts have recently been introduced to five Avec stores. If the initiative performs well, the goal is to expand the partnership across all of Switzerland.
The arrival of Krispy Kreme in Switzerland follows a period of decline for Dunkin’ Donuts, which has closed several branches in the country. While Dunkin’ Donuts scales back, Krispy Kreme is making a push to establish a stronger presence, having opened its first Swiss location in Lausanne earlier this summer, according to Aargauer Zeitung.
However, the journey has not been without challenges. Initially, Krispy Kreme had announced plans to open 15 standalone stores in Switzerland, but as of now, only one location in Lausanne exists, with a few pop-up stores operating sporadically.
The difficulty in securing suitable locations is a challenge shared by Krispy Kreme’s competitors. Dunkin’ Donuts faced similar issues, with multiple Swiss locations, including those in Winterthur, Lausanne, and Baden, unexpectedly closing. Despite these closures, Dunkin’ Donuts continues to promise future expansion, though its stores often remained empty despite fully stocked displays, according to local reports.
As for Krispy Kreme, Duleroy remains optimistic about the future. While the search for ideal store locations continues, he assures that the company is committed to its goals. “Finding the right locations takes time,” Duleroy told Aargauer Zeitung, emphasizing the long-term vision for the brand’s growth in Switzerland.
It remains to be seen if Krispy Kreme’s new offering will be embraced by Swiss customers, but the company’s measured approach suggests it is taking the time needed to build a strong foundation for its expansion.
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