Destinations Magazine

Krispy Kreme Donuts Debuts in Moscow

By Mendeleyeev

From the Moscow Times:

The first Russian Krispy Kreme doughnut shop, a franchise managed by restauranteur Arkady Novikov, will welcome its first customers on Thursday at a location on Nikolskaya Ulitsa, within walking distance from Red Square.

(Krispy Kreme donuts)

(Krispy Kreme donuts)

“My dream has come true. I first saw Krispy Kreme about 10 years ago and I fell in love with it. I used to bring doughnuts home from overseas trips. But then I thought, why can’t I give people in Moscow an opportunity to buy Krispy Kreme doughnuts?” Novikov said.

The 250-square-meter store allows customers to watch the entire doughnut making process and boasts the company’s traditional signage in the window, which lights up when a new batch of doughnuts is prepared.

Novikov has been working on bringing a franchise to Russia for five years and said he hopes to represent the brand well. Krispy Kreme’s international president Jeff Welch said that the company “found a perfect partner in Arkady Novikov,” because he understands Russian customers and their tastes.

The Moscow shop will sell doughnut flavors not available anywhere else. “You’ll see more and more varieties catered for the local taste and using local ingredients to celebrate local Russian holidays and Russian special occasions,” Welch said.

Russia will become the 23rd country to welcome Krispy Kreme. There are five more shops scheduled to be opened in Moscow over the next few months.

Read more at the Moscow Times.

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