Remember Krispy Kreme? That donut (or doughnut) fad that took off in 2003 and crashed hard in…late 2003? For a good part of that year, everyone was talking about Krispy Kremes. Workplaces stocked them as treats, families bought them by the boxful. I knew a guy who would spend an hour in the car driving out to the Krispy Kreme at Liverpool to buy six boxes at a time because he loved them that much, and there was a time when that was the most convenient location. Krispy Kreme responded to the demand by increasing the number of stores, failing to realise that fads are fads because they don’t last. Exhibit A: Krispy Kreme.
Now a shadow of its former self, KK’s Australian subsidiary went into voluntary administration in late 2010, citing poor sales as the reason. Imagine how poor the sales must have been for it to only give up the game in 2010, a full seven years after the honeymoon was over. Even more mindblowing is the fact that the brand has been around since 1937. In any case, this site is an example of a location that no longer wanted doughnuts (or donuts) and voted with its feet…literally: Ugg boots are the wares being peddled here now.
Before KK kame along to korrupt konsumers with krappy konfectionery, Cue clothing ran the shop. Cue has been around since 1968, and since forging a relationship with Myer in 1970 hadn’t had as much need for self-contained shops. This one opened in 1976, but closed during the 1990s due to declining sales. That’s a better run that Krispy Kreme had. Cue’s executive director Justin Levis said in 2008 that the shop closed because the surrounding shops had become tacky bargain stores. Now that the ugg boot shop has moved in, this location has finally found its place in that dynasty.
Very cool idea for a blog!
nowadays you can get Krispy Kreme doughnuts at 7-Eleven!
I walk past this shop daily and had wondered if the Wynyard Krispy Kreme had moved. To Craig-Lee Smith, I was in a 7-11 last year and the shop assistant was unpacking The donuts from cardboard boxes he pulled out of a storage room… Mmm preservatives!
Michael, we used to skip the afternoon double period at school to drive out to Liverpool for KK doughnuts. I have this theory that whenever a takeaway business expands from something niche to something widespread, either people become less interested in it or the quality of the product declines. Going to KK was novel and fun but when it became possible to get it in less than 10 minutes, we lost interest.
Very valid theory.