A bouquet you can bite into
While having an array of flavors is a major selling point for doughnut brands, playing with shapes, textures, and presentation can also be an effective way to stir curiosity and attract consumers. And for Krispy Kreme Philippines, holidays and special occasions are always a good time to be more creative and go outside the box.
For this Valentine season, Krispy Kreme unveiled a new line of its annual offering of heart-shaped doughnuts. But for the first time, they come neatly arranged in pink window box packaging—like doughnut bouquets, if you will.
“We try to be mindful not only of flavor profiles, but also of different ways to consume and experience the products,” brand COO Christopher Tiong told Lifestyle.
Called “Hearts in Bloom,” this new limited-edition collection comes in three flavors and dainty designs with floral flourishes: “Love You Bunches” is chocolate-filled and coated with glossy red chocolate; “Blooming Heart” is filled with and dipped in strawberry; and “You Are My Sunshine” is dipped in dark chocolate and filled with cookies and cream.
If you wish to get actual flowers to go with the doughnuts, buying a Hearts in Bloom bouquet box gives customers a 25-percent off and free shipping promo code for FlowerStore.ph.
“Innovation drives overall purchase considerations. There are many players in the sweet treats space, so we have to keep things fresh and exciting, so we can capture key occasions like Valentine’s Day,” Tiong said.
Krispy Kreme has also introduced new upgrades to its loyalty and rewards program. Aside from its classic perks—like the free six Original Glazed doughnut for every dozen purchase Original Glazed doughnuts—OG Card holders can now collect points (1 point for every P50 spent in store), and exchange them for different products and menu items. (Visit bit.ly/OGCardPerks.)
“The program, which has been in place since 2019, has helped us build a solid following. Right now, through our OG Card, we have an active customer base of close to 200,000,” Tiong said. “The program has really helped us engage with our customers more and understand them better.”
