Krispy Kreme, an American Doughnut Company with an established franchise footprint across South Africa, set the challenge to elevate their in-store customer experience. The strategy was to enhance the coffee offering with the introduction of a casual seating area, enticing the customer to linger longer while making their visit more enjoyable with an attention to detail and comfort. The high level ambition was to appeal to a wider customer base and ultimately increase overall sales growth.
The introduction of various seating typologies meant that Krispy Kreme could cater for a multitude of customer needs; be it a large family on a pit stop between stores which would require a larger communal table, a business person getting their morning coffee fix and working on their emails needing high counter seating with integrated plug points, friends catching up after a long week enjoying a longer dwell time in the lounge area.
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