Krispy Kreme is expanding its branding with the rollout of a mobile donut store.
The Winston-Salem, NC-based chain is using the tour to introduce its brand in non-operating markets while offering support to its 220 outlets. The Krispy Kreme Mobile Experience features a 53-foot-long tractor-trailer that expands into a fully functional donut shop. Built to resemble an old fashioned diner, the unit features a working kitchen offering donut-making demonstrations. An accompanying merchandise truck will sell branded mugs, T-shirts, and other items.
Krispy Kreme is staffing the truck just like any other store: with a manager and 11 full-time employees. Winston-Salem-based Spevco designed the truck and handles the campaign.
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