Krispy Kreme officially opens its first store in Nigeria on March 10th 2018, part of a $7m investment by the company. The new stores will be operated by Quality Foods Africa, which aims to open 20 outlets by 2023.
Krispy Kreme’s first Nigerian outlet will open on March 10th at the Ikeja City Mall in Lagos.
The new stores will be operated by Quality Foods Africa, a Mauritius-based holding company for operators of quick service restaurants (QSR). The news of its partnership with Krispy Kreme Doughnut Corporation was first made public in March 2017. Quality Foods Africa aims to open 20 Krispy Kreme outlets in Nigeria within the next five years. A second store is rumored to be in the works in Victoria Island, Lagos.
Quality Foods Africa, whose first named fast franchise is Krispy Kreme, states that its ambition is to be one of Africa’s largest and most successful QSR businesses. The company’s directors initially set up an LLP in the UK in 2013 before dissolving it.
Krispy Kreme stores in Nigeria will offer 16 different varieties of doughnuts, as well as Nigerian blended coffee. There is little direct competition in Lagos, although there are a large number of independent bakeries and cake shops offering a wide range of desserts. The closest competitors are local brands Donuts n Crumbs, and Dough Nigeria which operate a delivery service for boxes of American-style doughnuts.
Nigeria is Krispy Kreme’s second market to launch in Africa, having opened its first South African store in Rosebank, Johannesburg, in November 2015. There are currently 11 Krispy Kreme stores in South Africa. The Middle East franchise holder for Krispy Kreme, Americana, has yet to open Krispy Kreme stores in Egypt.
Dunkin’ Donuts launched in South Africa in October 2016 and also has 11 stores. The company also has 10 stores in Egypt operated by Saudi Arabia’s Alamar Foods Company, the master franchise operator for Domino’s in the Middle East. Dunkin’ Donuts has identified Nigeria, Morocco, and Tunisia as key franchise opportunities in Africa.
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