It may be the best two words consumers will hear all day: Free doughnuts.
Krispy Kreme is celebrating the opening of its 1,000th store worldwide with a sweet treat: one free, original, glazed doughnut to the first 1,000 customers at any of its participating stores. (Not available at Krispy Kreme grocery or wholesale locations.)
There is no catch, no purchase necessary, and no quirky requirement, like dressing up in a costume or talking like a pirate, as with prior Krispy Kreme promotions. The doughnut chain simply wants to share the sugary success with its customers.
"We are looking forward to sharing this joyful occasion with the millions of fans who enjoy our products in countries around the world," CEO Tony Thompson, said in a statement.
The promotion is being held to celebrate the opening of a new Krispy Kreme location in Kansas City, which is the doughnut chain’s 1,000th location in 23 countries. While Krispy Kreme is the No. 2 doughnut retail chain, it has just 4.6 percent market share, compared to Dunkin' Donuts 57.5 percent market share, according to IBISWorld.
But wait there's more.
Krispy Kreme is offering a once-in-a-lifetime promotion in the Kansas City location: The first 100 people through the door at this Krispy Kreme outlet, will receive one dozen original glazed doughnuts each month for the next year. The first 150 folks in line get commemorative T-shirts as well.
It's like winning the glazed doughnut lottery.
Of course, this promotion comes on the heels of a less-than-sweet gaffe: Krispy Kreme's unfortunately named "KKK Wednesday" promotion in one of its United Kingdom locations.
Krispy Kreme's 'KKK' promotion was in reference to its Krispy Kreme Klub. Unfortunately, it also references the white supremacist group, the Ku Klux Klan. Krispy Kreme apologized for the snafu, which it said was unintentional.
Throwing free doughnuts at customers today, of course, should help any sour taste left in the mouths of customers.