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The local franchisee of Krispy Kreme launched its first store in the country only in 2006, but mere four years since then, the company has already been the recipient of multiple awards from the American brand of doughnuts.

Just this year, the Fuentebella family-owned The Real American Doughnuts Company, the Philippine franchisee of Krispy Kreme, was awarded Franchise of the Year and was recognized for its Marketing Excellence by the parent company.

While the experience of the Fuentebella family in managing the family-owned business Max’s Fried Chicken may have a lot to do with the success of the Philippine franchise of Krispy Kreme, a lot of innovations and inherent factors are seen by the global brand to have contributed  to this success.

Jim Rogers, Krispy Kreme vice president for global franchise and marketing, shared with Entrepreneur.com.ph the four reasons why the Philippine franchise of Krispy Kreme stands out from all other franchises:

 

1.    Smiling crew

“It must be inherent to every Filipino to have a very positive aura. What strikes me most is when the service crew smiles with their eyes while they perform their tasks,” Rogers said.

2.    Most accommodating

“In the Philippine franchise, they have created a customer relations group which attends or preempts the needs of a customer while queuing. It is unique to the Philippines and is also a good marketing strategy,” Rogers said.

3.    Processing theater

Like in most restaurants in the country, Krispy Kreme has also put up what Rogers would call as the “Processing Theater.”

“It shows the people the process of creating the original glazed doughnut and it is served to them hot,” Rogers said.

4.    Chocolate Carnival

Unknown to most Filipinos, the Philippine franchise of Krispy Kreme was the first to tie up with Hersheys and KitKat for the special edition doughnuts, according to Rogers. "This only shows how Filipinos can innovate so well to further promote a product," he added.