The store will be located in the Arribat Centre in the country’s capital, Rabat. Credit: grandbrothers/ Shutterstock.

American doughnut and coffeehouse chain Krispy Kreme will enter the Moroccan market with the launch of its first store in the country on 9 August 2024.

The store will be located in the Arribat Centre in the country’s capital, Rabat.

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The expansion is the result of a partnership with franchisee Americana.

The move is part of the company’s strategic growth plan to extend its global reach through a capital-efficient hub and spoke model.

 The Moroccan store will feature a selection of 12 doughnuts, including the signature Original Glazed, alongside chocolate, fruit, hazelnut, cream and jam-filled options and gluten-free and vegan varieties.

Krispy Kreme has developed exclusive doughnuts inspired by Moroccan flavours. These include a caramel doughnut, evoking the popular dulce de leche and churros, and a cinnamon doughnut that mirrors traditional Moroccan spices. A lemon dream doughnut has also been developed, celebrating the prevalent use of citrus in the local cuisine.

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The store will also provide 100% Arabica coffee, cappuccinos, lattes, teas and fruit frappés.

Krispy Kreme’s Moroccan outlet will feature the Hot Light shop concept, also known as the Theatre Shop. This allows patrons to observe the doughnuts being glazed and served fresh from the production line.

Krispy Kreme chief development officer Raphael Duvivier said: “Our decision to enter the Moroccan market is part of our broader expansion strategy in the Middle East and North Africa region.

“We know our iconic doughnuts and coffee will add an extra touch of joy to Moroccan consumers and bolster our presence in this crucial market.”

In August 2024, Krispy Kreme teamed up with Gleseadas Originales in a joint venture to break into the Spanish market – a key move in its strategy for international expansion.