Krispy Kreme aka KK has been an American institution for many, many years. I remember it being featured on an episode of The Simpsons, way back when. I even remember having a KK doughnut and coffee at Heathrow airport in the UK.
In Australia, there are dozens of KK outlets in the Eastern States. KK doughnuts can be purchased at petrol stations and at 7-Eleven convenience stores, where the doughnuts are delivered there fresh every day. It’s part of a normal way of life over there.
It’s a different story here in Western Australia. But before I go into details, here’s a potted history of KK in Australia.
The first Australian KK opened up in Penrith near Sydney in the early noughties, followed swiftly by a staggering 53 other outlets on the eastern seaboard (and NONE in Western Australia). However, the company may have misjudged its niche as it became a matter of too much, too soon. In 2010 KK Australia went into voluntary administration and pared its number of outlets right down. Luckily for us sugar addicts, KK managed to return triumphantly from the brink. Most Australians are used to buying 1 or 2 doughnuts at a time, not by the dozen…and that fact may have needed time to digest, literally.
Here is an interesting blog about why KK Australia failed in 2010.
Western Australia, often regarded as the “poor brother” of the Eastern States, has until very recently relied on an informal and quirky system to get its supplies of KK. Many families in WA have FIFO (Fly-In-Fly-Out) workers in the burgeoning mining services industry. These men and women often use airports in the Eastern States that have KK outlets, Brisbane airport being one example. Yours truly has a husband that used to FIFO to and from Brisbane airport, and that is how I was getting my sugar fix until recently. For years it has been a very common sight to see workers in their yellow/orange high visibility jackets emerging from Perth’s domestic terminal lugging boxes of KK doughnuts along with their luggage.
In my last place of employment in Perth we could place special orders for KK doughnuts twice a year. Yes, really. Someone in Melbourne would place the order at the airport’s KK outlet, then make sure all the boxes were loaded onto the right flight, and then someone else at our side would drive over to Perth airport with a van, to collect the doughnuts. No, as silly as this may sound, this was actually a way of life here.
For years West Australians had been clamouring for KK to go west. But for some reason (I haven’t been able to find out what) KK outlets have never made it to these shores. Until 26th November 2014, when Perth got its very first KK outlet at Whitford City shopping centre.
I heard there were queues forming outside the store already days before it opened its doors. The store operates a 24/7 drive-thru, with a limit of 2 dozen doughnuts per vehicle. During the first few days the drive-thru often had queues of up to 100 cars at any time. There were so many people queuing up outside that the KK management had to employ crowd control people and set up a separate marquee to contain the outside queues. Once inside, there was yet another queue that snaked around to where you could watch the doughnuts being made, as entertainment while you waited.
Yesterday the Kid and I decided to go and see what all this fuss was all about. And so here are some photos of our “WA KK Experience:
The queue in the marquee before the queue in the KK store.
First step into Perth KK.
Look at that conveyor belt with all those doughnuts!
Trays of goodies mmmmm!
The Loop. The queue takes you to a big glass window through which you can watch doughnuts in production.
Cleaning the equipment, getting ready to switch to making a different doughnut. These had glazed doughnuts before, so the worker is washing off any traces of sugar glazing.
Busy hands behind the counter. All hands on deck!
So we got 2 dozen doughnuts (a dozen glazed and a dozen assorted). And a choc milkshake + 2 doughnuts each, as our “lunch”. I know, I know, I’m a terrible mother! ;)
The reason our doughnuts were packed in 4 boxes of 6 instead of 2 boxes of 12 – so they could fit in my bike’s basket!
So, why did I queue up for 45 minutes just for some doughnuts? I can see parallels between this queue and the one I saw for the iPhone 6 just a few months ago. Yes, it’s all completely bonkers and utterly unneccessary. I could never justify blowing $1000 on 1 iGadget. But $50 for 2 dozen doughnuts, 2 yummy chocolate milkshakes and 4 extra doughnuts, a sit-down in the KK store, plus a good friendly natter with some total strangers in the queue, and the look of bliss on my kid’s face as he nibbled his choc doughnut? And also giving away 2 glazed doughnuts to a friendly pregnant woman and her boyfriend that we chatted with at the bus stop? Priceless.
Was it worth a 7 hour round trip, and a bike ride + train + bus, and the same for the return journey? Hell yeah, and I’m (dough)nuts. 😆