Krispy Kreme reveals first look at ‘doughnut theatre’ coming to Oxford Street in 2024

Krispy Kreme has announced a brand new concept for its ‘hottest’ new shop, set to open on 16 February 2024.

The new shop will bring the brand’s ‘iconic’ Hot Light experience to the West End for the first time ever, giving doughnut lovers the chance to try hot Original Glazed doughnuts, fresh off the line. The ‘doughnut theatre’ will also feature an exclusive range of merchandise and a dedicated influencer content studio.

The Oxford street doughnut theatre will create over 6,600 hot Original Glazed doughnuts every day, giving visitors the chance to watch them being made, travelling down the conveyor belt before cascading under a glaze waterfall ready to taste, seconds later.

20 years after its UK debut in Harrods in 2003, Krispy Kreme says it remains “at the forefront of doughnut innovation” yet the Original Glazed remains the brand’s most iconic doughnut, especially when the Hot Light sign is glowing red.

UK Krispy Kreme fans will also be able to get their hands on a range of branded merchandise including caps, umbrellas and mugs, all exclusive to the Oxford Street shop. Plus influencers and content creators will be able to book the ‘Doughnut Room’ on the first floor which provides a visual backdrop for content creation.

Jamie Dunning, President and MD of Krispy Kreme UK & Ireland, commented: “I’m delighted we’re bringing the iconic Krispy Kreme Hot Light experience back into the heart of Central London for everyone to enjoy.

“When our founder, Vernon Rudolph, started selling hot Original Glazed doughnuts through a hatch in the wall in 1937, the irresistible smell and ‘melt in your mouth’ experience quickly made hot Original Glazed doughnuts a taste phenomenon.”

The new location will occupy 1,534 square feet of newly renovated prime retail space close to Tottenham Court Road Station and the popular Outernet immersive entertainment experience. More than 100 million trips have been made on the Elizabeth Line since it opened, with Tottenham Court Road Underground Station its most popular destination.

Jamie continued: “This new Oxford Street opening is part of our wider growth plans. Today, Krispy Kreme is bought by about one quarter of the UK population through our shop presence and distribution partners, but we have our sights set on doubling that to at least 50 per cent over the next few years.

“I’m also proud that we will be playing a key role in the wider regeneration of Oxford Street with our new shop situated right by the popular Outernet immersive entertainment district and Tottenham Court Road Station, which has seen a terrific rise in footfall thanks to the opening of the Elizabeth line.”

By Matthew Neville – Senior Correspondent, Bdaily

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