Indianising fast food: Now pure veg doughnuts from Krispy Kreme

In an effort to cater to vegetarian Indians, American chain Krispy Kreme is now offering egg-free doughnuts.

Amiteshwar Sethi, head, marketing, Bedrock Foods, Krispy Kreme’s franchisee for northern India, has told the Business Standard, “We will launch a digital campaign in a week’s time to highlight not just our eggless recipe but also the local flavours that we have on offer. North Indians love the taste of mangoes, and we have a mango cream and crunch to satiate them.”

The doughnut maker opened its first franchised outlet in Delhi last weekend. It already has five stores in Bangalore.Krispy Kreme plans to open 35 stores in in Northern India with its new franchise partner, Bedrock Foods.

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Priced in the range of Rs 50-65 for a pair, the store in south Delhi will sell 16 varieties of it including its signature ‘Original Glazed Doughnut’, and also coffee, tea and iced beverages. The storealso features Krispy Kreme’s “Doughnut Theater” viewing area where customers can watch the doughnuts being cooked, filled and topped,

[caption id=“attachment_344968” align=“alignleft” width=“380”]  Krispy Kreme has been looking to expand into emerging markets.[/caption]

Krispy Kreme Donuts joins a number of other American fast food vendors who have tweaked their products to attract Indian consumers. Yum Brands (YUM) Pizza Hut offers vegetarian pizzas, McDonald’s (MCD) dropped pork and beef products at its Indian restaurants and Starbucks offers coriander-flavoured English muffins at Starbucks.

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Last week,Dunkin Donuts said it is revamping its menu, and is gearing up to take on fast food majors such as KFC and McDonald’s. Targeted at young adults, the coffee and doughnut chain has now started offering a new series of ‘destress food’ such as yam patties, bagel buns, mutton and corn burgers. It has even revamped its coffee range.

Dunkin Donuts too sells both egg-based and egg-less doughnuts in its stores, while rival Mad over Donuts also sellsegg-less doughnuts and cupcakes at all its outlets.

India’s fast food market, is expected to reach Rs 7,000 crore, or double its current size, over the next three years.

In October, Hardcastle Restaurants (HRPL), a master franchisee for McDonald’s Restaurants for India’s west and south regions,launched the ‘McCafe’ chain in India in order to tap into the specialty coffee market. The objective behind this new offering, the company management said, is to tap the growing coffee culture among Indian consumers, thereby bringing incremental sales into its outlets.

Only last month, Burger King Worldwide, the second largest fast food hamburger chain in the world, formed a joint venture with private equity (PE) major Everstone Capital to enter India.

According to India Food Services Report 2013, the food services market in the India which is currently valued at Rs 247,680 cr ($48 bn) is projected to grow at a Compound Annual Growth Rate (CAGR) of 11 percent over the next five years to reach Rs 408,040 cr ($ 78 bn). At the same time, the growth in the organised QSR segment in the country over the next five years would be much higher compared to any other formats - be it casual dining, fine dining, caf, etc.