Krispy Kreme, the U.S. doughnut company and coffeehouse chain, plans to open 10 shops in Cambodia over the next five years, according to the company.
In a statement released Monday, Krispy Kreme said it will partner with Cambodian franchisee Express Food Group (EFG) Co. Ltd., a member of the Thai-based RMA Group, to bring the popular chain, best known for its glazed doughnut, to Cambodia.
“This agreement will further strengthen Krispy Kreme’s brand position throughout Asia and will enable us to bring our mission of touching and enhancing lives through the joy that is Krispy Kreme to the people of Cambodia,” Dan Beem, Krispy Kreme’s senior vice president, said in the statement.
Ngorn Saing, chief executive of RMA Cambodia, said in an email Tuesday the first Krispy Kreme outlet would be opened by the end of the year, but that its location had not yet been decided.
“With the change of lifestyle and eating habits, we see that Krispy Kreme can entertain Cambodians with Krispy Kreme’s signature sweet treats and the entire Krispy Kreme experience,” he said.
Channy Tea, the owner of USA Donut in Phnom Penh, said that while Krispy Kreme would see success thanks to its well-known name, the franchise might run into problems providing products to satisfy Cambodians’ fickle taste buds.
“Krispy Kreme, I just tell you, they only make glazed doughnut. If [customers] want something else—a lot of variety like apple fritter, bear claw—they don’t have it,” he said. “[A] lot of people want new things, not just one item…. That’s their problem.”
EFG, Krispy Kreme’s franchisee, also operates several casual dining and fast-food chains in Cambodia including The Pizza Company, BBQ Chicken, Dairy Queen, Costa Coffee and Swenson’s ice cream parlors.