There are key insights around the success of Krispy Kreme South Africa which are linked to the local partnership between John and Gerry’s Brands, and franchise holding company, Fournews. The brand’s success is also a result of the support of franchisor, Krispy Kreme International.
“The success of Krispy Kreme South Africa is a showcase that not all international brands can be ‘painted with the same brush’ ”, says Gerry Thomas, Krispy Kreme South Africa MD.
John and Gerry’s Brands partnered up with the Fournews group in 2015 to introduce international brand, Krispy Kreme, into the local South African market. Fournews has a long standing history in the franchising and restaurant industry with over 21 years of experience and is famously known for its success with the News Cafe brand which celebrated its 22nd birthday this year. Krispy Kreme South Africa has largely benefited from the Fournews systems and support structures, allowing the brand to succeed in the local market.
The franchisor licensing Krispy Kreme South Africa, with the ability to localise the supply of as many proprietary products as possible, thus supporting local industry and also maximizing operating margins, has largely contributed to the brand’s success. Krispy Kreme South Africa’s shareholder managed and driven approach attributes to the success of the business, as well as the franchisor’s confidence in the local team who they hold in 'high esteem'. This allows Krispy Kreme South Africa the impetus to grow the brand with supportive partners.
Krispy Kreme South Africa compete in a unique market rather than one that is saturated by brands with a similar product offering. The success of Krispy Kreme South Africa is an example that identifying the correct gaps in the market, accompanied by thorough research, support structures, and systems in place, allows international brands to succeed in the local market.
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