Krispy Kreme doughnut phenomenon...

What's the big deal about Kripsy Kreme Doughnuts? I was out to find out all about it since well before the opening in 2017 there was a lot of publicity both positive and negative about the American based company spreading it's wings to Down Under and way past Australia who already has the company well under it's wings.

In fact, on the day of the opening, it boasted huge crowds and lines, with parking hard to find around the store. There were also news articles about how Manukau already had an obesity and diabetes problem (highest stats in the nation) with it's population and this was going to add exponentially to that figure.

So a couple of times I cruised over to view and could see lines and and full car parking so thought to get a dessert alternative instead until I spoke to another mother friend who told me that there were two lines: the quick pre-packed line which was only a 15 min wait or the 1 hour wait to go into 'dine' in the 'restaurant'. The 15 min line was the fast moving one whilst the other stood still.

Well of course I opted for the 15 min one waiting along with a lot of the younger generation and then I realised that the marketing strategy had worked in that a lot of younger people who didn't mind waiting around and spending around $38 for 2 dozen (1 boxed glazed and 1 box assorted) which seemed to be the best buy were quite happy to take that time.

When I took it home and had a taste, I realised what all the buzz was about. It has to do with the 'light' texture of the doughnuts unlike 'Dunkin' Doughnuts' which seems to have a heavier texture and a lot more 'doughy', Krispy Kreme's doughnuts are processed in such a way that they seem 'lighter.'

And then add that to the fact that there is a lot of American celebrity endorsement taking photos with the doughnuts i.e. former US President Barack Obama, Victoria secrets models, Rev Jesse Jackson, Jay Leno etc. It seems NZ will also be adding to that with lots of photos being taken by people lining up and going 'live' to show that they were in the 'Krispy Kremes' line.

I remember being in the States (US) in Oregon in the 1980s when I witnessed this phenomenon in wondering what was the big deal in having a stand alone doughnut shop that served doughnuts for breakfast, lunch and dinner as there had been nothing of the sort at the time. I'm not a big doughnut fan but in tasting the then doughnuts, I realised that with the marketing and being set up as a fast foods outlet that it was easy to access for a quick 'pick me up'.

And now it's Manukau's turn to enter into the food phenomenon of what is fast foods doughnuts. If only it didn't come with all the calories and diabetes sugar warnings...