Krispy Kreme to Continue Expansion in Nigeria

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Collaborating with Quality Foods Africa, Krispy Kreme plans to open 20 new stores in Nigeria in the next five years.

In Ikeja City Mall, the first mall of its kind on the Mainland of Metropolitan Lagos, Krispy Kreme opened its first store in Nigeria in March of this year. Already home to a number of mainly Nigerian food chain restaurants, Ikeja Mall expanded its food court with the well known American doughnut and coffee franchise.

The move came three years after Krispy Kreme announced its first venture into Africa, opening its first store in South Africa. The opening of Krispy Kreme in Ikeja Mall was shortly followed by the opening of the second store in Victoria Island; making it the second of what is planned to be a total of 20 Krispy Kreme stores opening in Nigeria over the next five years.

In 2017 it was announced that Krispy Kreme would be partnering with Quality Foods Africa as part of the company’s attempt to expand its brand globally after being acquired by a subsidiary of private holding company JAB. In the US and increasingly so in the UK, Krispy Kreme has become a staple as both a doughnut company and a coffee chain – an industry which is beginning to grow in Africa.

Speaking on introducing Krispy Kreme to Nigeria, Michael McGill the International Vice-President of Krispy Kreme explained that “The joy of a Krispy Kreme doughnut and coffee is beloved all over the world, and we cannot wait to introduce that joy to the people of Nigeria over the next several years”.

In the twenty-first century, consumer markets in Africa, with regards to food, have seen a gradual change as food chains begin to compete with agriculture. One of the main focuses of Quality Foods Africa is to “provide global standards of dining experience, hygiene and service quality to Africa’s consumers”, and so this partnership perceivably will further this goal.

Expressing his enthusiasm towards the new openings, Chief Executive of Quality Foods Africa, Edmond Sassine stated that “Nigeria is a huge market and we are truly excited about bringing the world’s best doughnuts to one of Africa’s biggest economies”.

The opening of the stores in both Ikeja City Mall and Victoria were both arguably successful and were received well by the Nigerian public, many of which took to Twitter and blogs, to express their approval.

Not long after it opened its doors, however, Nigeria’s Krispy Kreme store in Victoria Island was closed after the discovery that the store had been extending the expiry date of its doughnut mix and fillings. The Consumer Protection Council and the National Agency for Food and Drug Administration and Control closed the store in response to this. This was soon resolved upon further inspection, and the outlet has since reopened, and has reaffirmed its commitment to maintaining the international standards.

Earlier this month, U.S Ambassador W. Stuart Symington visited the store in Victoria Island, offering encouragement to its staff, but it is clear that even without approval from its western counterparts, based on its current success, it is safe to assume that the future of the Krispy Kreme franchise will continue in this trajectory and go from strength to strength.