Krispy Kreme announces plans to open 24-hour flagship store in New York

Flagship store will feature a ‘glaze waterfall’

Krispy Kreme Times Square Flagship will open in Times Square, New York in 2020 (Krispy Kreme)

Krispy Kreme has announced plans to open a 4,500-square-foot flagship store in Times Square, New York City in 2020.

The new flagship store, which will be open 24 hours a day seven days a week, has been described by the company as being “the first-of-its-kind”.

The retail space will feature the world’s largest “Hot Light”, which will signal to the public that fresh, hot doughnuts are continually being made and served to customers.

Michael Tattersfield, CEO and president of Krispy Kreme Doughnut Corporation, explains the significance of the company opening its first flagship store.

“Our direction is to be the most loved sweet treat brand in the world,” Tattersfield says.

“In the most iconic city in the world, the Krispy Kreme Times Square Flagship will showcase our brand on the global stage and inspire customer wonder.”

In addition to providing sweet-toothed customers with a constant supply of doughnuts, the company aims for its flagship store to bring its “iconic doughnut theatre experience to life” by offering “immersive and interactive digital” experiences.

It will do this by giving customers an insight into the doughnut-making process from start to finish, allowing them to sit in the world’s largest Krispy Kreme doughnut box – a stadium-like seating area – and watch everything from the “mixing of raw ingredients to the iconic glaze waterfall”.

The Krispy Kreme Times Square flagship will also feature an exterior walk-up window, where customers can purchase products including doughnuts and coffee, and an interior grab-and-go counter.

New merchandise made exclusively for the New York-based store will also be made available at the flagship.

As can be expected, several fans of the doughnut brand expressed their excitement over the news of the opening of the flagship store.

“I am way too excited for this,” one person tweeted.

“They got me at ‘glaze waterfall’,” another wrote.

Earlier this year, it was reported that the owners of Krispy Kreme plan on donating £8.3m to an undisclosed charity over family ties to Nazi ancestors.