Krispy Kreme

Reinvention at Work

Turning a grab and go retailer into a sit and stay retailer

Eating a Krispy Kreme donut is an unforgettable experience. But spending time in a Krispy Kreme store was not.

In some cases, customers were taking their donuts and eating them elsewhere or bringing coffee in from somewhere else.

Krispy Kreme asked Miller Zell to create an experience that invited donut-loving families to stay, relax and engage with the Krispy Kreme brand in their physical space.

Soft chairs and plugs for computers invited customers to sit and stay. The donut machine and coffee were moved front-and- center for a more immersive experience.

Moving away from bright, cafeteria-style plastic, our design team used warm wood tones and soft lighting to make the Krispy Kreme store feel as warm and inviting as the donuts themselves.

Digital screens allowed stores to personalize content with community events and bring promotions to life.

When surveyed, more than 98% of donut-loving customers felt the new design fit with how they think of the Krispy Kreme brand and the Krispy Kreme experience

What We Did

Shopper Insights & Retail Strategy
Graphic Communications Package
Environmental Design
Exterior Building Design
Fixture Design & Development
Value Engineering
Project Management
Graphic & Fixture Production
Printing & Installation