The donut has gained significant popularity in France, becoming a key player in the dessert scene. Krispy Kreme has expanded rapidly, opening 19 stores in a year and producing thousands of donuts daily. Local entrepreneurs are also innovating with unique flavors, while supermarkets report a 17% increase in donut sales. This trend reflects a growing market for these sweet treats, blending American influence with local taste preferences.
The Donut Craze in France: A Sweet Revolution
The donut has undeniably carved out its niche in the land of the crescent moon. This ring-shaped pastry, renowned for its vibrant colors, has become a symbol of American dessert culture, though its nutritional value is often debated. With numerous manufacturers vying for attention, a fierce competition has ensued, as each brand aims to capture a slice of the growing market.
Krispy Kreme’s Rise: Hot Treats and Expanding Outlets
At 5 PM in the bustling Krispy Kreme store, freshly made donuts are ready to be enjoyed. “There’s a plethora of choices,” mentions a young woman holding her child. A man in the store adds, “It definitely makes you want to indulge,” as he samples the delights. This American chain, now firmly planted in France, knows how to entice customers—offering a warm treat even before they place their order. “It’s hot, soft, sweet,” relishes a young man, highlighting the experience of watching the donuts being made right in front of them.
In just one year, Krispy Kreme has launched 19 outlets. Once the donut dough is cut, it rests in a specialized elevator, where it roughly doubles in size due to yeast fermentation. Following this, a hot oil bath and a generous coating of sugar syrup complete the indulgent creation, with each donut being sold for €2.50. “On busy days, we can produce over 3,500 dozen, which amounts to about 40,000 donuts,” notes an employee proudly.
With plans to continue expanding in Paris and beyond, Krispy Kreme aims to double its revenue and store count, especially with competition from a leading American donut brand looming. “This is great news for us; it confirms that there’s a viable market for donuts,” remarks Alexandre Maizoué, the general director of Krispy Kreme Doughnuts France, as he emphasizes their commitment to promoting this beloved American treat.
Supermarkets are also joining the donut trend. Entrepreneur Quentin Hecquet, who runs a shop in downtown Amiens, is determined to outshine the competition by offering even larger, more decadent pastries. “My speculoos donuts are a showstopper! I fill them with speculoos cream, top them with white chocolate icing, and sprinkle crushed speculoos on top,” he shares. “It’s the ultimate comfort food after a long day,” expresses a satisfied customer.
With a price tag of €3.75 each or €18 for a box of six, Quentin’s high-end positioning is resonating with customers. He often juggles between the shop and the kitchen, preparing custom orders for events, including birthdays and weddings. Meanwhile, large retailers are also capitalizing on the donut trend, offering them at significantly lower prices. “You can get 12 for €5, while usually, a single donut costs around €2-3,” remarks a customer, acknowledging the trade-off in quality.
Notably, sales of donuts in supermarkets have surged by 17%, indicating that this sweet sensation is here to stay.