Introduction to Krispy Kreme in Mexico
Krispy Kreme, the renowned American doughnut chain, is set to expand its reach across Mexico, targeting the inclusion of all 32 states in its network. Currently, the company operates in only 19 Mexican entities, so it plans to cover the remaining 40% – equivalent to 13 states – including Sonora, Sinaloa, Baja California, Baja California Sur, Oaxaca, and Guerrero.
Key Mexican Markets for Krispy Kreme
According to Santiago Sapiña, CEO of Krispy Kreme Mexico, the company aims to establish a presence in these underserved regions. Sapiña stated, “We are testing the regions; the idea is to keep opening stores… In five years, we could be, if not in the 100%, at least in the 90% of the states in the Republic, multiplying the points of sale.”
He emphasized that Mexico is one of the most crucial markets for Krispy Kreme, positioned as either the second or third largest market globally, following the United States and England. Australia, Mexico, Japan, and Canada follow closely behind.
Investment and Growth Plans
Sapiña highlighted that Krispy Kreme is committed to consistent investments in Mexico. By 2025, the company plans to allocate 90 million pesos, with 50 million already invested in a new factory and the renovation of a store in the State of Mexico.
The remaining funds will be directed towards opening new stores and remodeling existing ones, integrating the global brand image and digital kiosks. This strategy will continue to be implemented in 2026.
Between 2024 and 2025, Krispy Kreme has successfully opened 24 new stores.
Job Creation and Current Employment
These investments are expected to generate between 150 and 200 new jobs nationwide. Currently, Krispy Kreme employs 2,700 people in Mexico.
Sapiña mentioned that the doughnut chain has experienced double-digit growth in Mexico, with a 10% increase on average annually, both in terms of store numbers and sales.
Key Questions and Answers
- What is Krispy Kreme’s expansion plan in Mexico? The company aims to expand its presence across all 32 Mexican states, focusing on the northernwest and southeastern regions where it currently has no stores.
- Why is Mexico significant for Krispy Kreme? Mexico is one of the most crucial markets for Krispy Kreme, ranked either as the second or third largest globally after the United States and England.
- What are Krispy Kreme’s investment plans for Mexico? The company intends to invest 90 million pesos by 2025, with 50 million already allocated to a new factory and store renovation. The rest will go towards opening new stores, remodeling existing ones, and integrating digital kiosks.
- How many jobs will Krispy Kreme create in Mexico? The investments are expected to generate between 150 and 200 new jobs nationwide.
- What is the growth rate of Krispy Kreme in Mexico? The doughnut chain has experienced an average annual growth of 10% in terms of store numbers and sales.
