An American Doughnut Invasion of Krispy Kreme Into France

According to The New York Times, 500 local French citizens stood in a long winding queue at the grand opening of Krispy Kreme in France on Wednesday. These customers, some of whom had even camped overnight, peered through a massive window watching doughnuts being made on the retailer’s conveyor belt in anticipation of the store’s first-ever opening. When the doors were finally opened, the crowd surged in, buying boxes of doughnuts or enjoying their treats at the small cafe-style tables.

During the eventful opening, Krispy Kreme also put on a celebratory show. Dance music filled the air, a red carpet welcomed patrons, and the company’s mascot — a giant doughnut — danced joyfully with the staff, handing out a taste of what the excited crowd was waiting to experience.

Krispy Kreme’s entrance into the French market reflects a wider trend of French consumers showing an increasing love for American food. A generation ago, this would’ve seemed surreal to many. After all, France is a country known for its Michelin-starred fine dining, revered baguettes, and leisurely three-hour dinners. But today, the landscape is starting to change.

Paris, the world’s gastronomical capital, is one of the largest European markets for American fast-food giants. Younger generations and the influence of social media are reshaping the country’s dining habits. Other American chains, like Popeye’s, Wendy’s, Burger King, KFC, Starbucks, Domino’s Pizza, Chipotle, Steak ‘n Shake, Carl’s Jr., and Five Guys, are not only maintaining a presence in France but also planning to expand further.

One of the most successful invaders has been McDonald’s, with France being its second most profitable country after the United States. The country also represents the second-biggest market for Burger King.

According to Xavier Expilly, a consultant involved with the French expansions of several American chains, France is a gold mine for American fast-food brands, as consumers are looking for quick meals and unique experiences. “Habits are shifting — people are eating faster than before, and they want a different experience,” he explained. “The American chains know how to respond to that need perfectly.”

The new Krispy Kreme will make 45,000 doughnuts a day, and according to Alexandre Maizoué, the director general of Krispy Kreme France, “a dozen more sites will open in Paris in the next three months.” Dozens of French supermarkets will also start selling these doughnuts.