the American donut multinational Krispy Kreme is making its mark

The American chain specializing in donuts has just opened its very first store in the heart of Paris, in the Les Halles shopping center. It focuses on the dietary changes of the French.

“What causes a queue of 500 people at dawn on a winter morning in the center of Paris”the New York Times. The answer lies in the donuts of the Krispy Kreme brand, an American donut chain, which opened its very first store on Wednesday, December 6, in France. In the heart of Paris, in the Les Halles shopping center, it has just launched an advertising campaign with a slightly provocative slogan: “Resignation Macaroon”.

Krispy Kreme calls on the French to “change diet”, by swapping their traditional croissants for its famous donuts. The brand hopes for 3,000 checkouts every day in its new premises, where it will be possible to supply up to 42,000 items per day. A first step for the chain, which announces its intention to expand throughout France, with the opening of around ten points of sale in 2024, as well as the arrival of the brand’s Donuts in large and medium-sized stores.

France, an El Dorado for American fast food restaurants

For the opening of the new Parisian store, some customers spent the night outside, a scene which, as noted by New York Timess, “might have seemed surreal” not long ago, in the land of starred restaurants and gastronomy. It’s quite a symbol, as France has become an Eldorado for American fast-food chains, the second most important market for the MacDonalds company behind the United States!

There is therefore no reason why the donut should not succeed in making its mark in the eating habits of the French. Moreover, if there is no real consensus on its origins. Some say that the donut was born in Europe, in Holland more precisely, in the form of a large ball. It was in the 19th century that, according to legend, a ship captain first drilled a hole in the center so that the donut would cook evenly throughout.

Immortalized on the big and small screen since then, Homer Simpson’s guilty pleasure and social media star, the donut now even has its national day in the United States. But this story almost makes us forget that the donut, often sold by the dozen, has become a symbol of poor nutrition and the diseases it causes. “Junk food” is currently responsible for one in five deaths in the world.