Over the past eight years, Krispy Kreme’s business in the UK has grown from a start-up business into a £30 million turnover enterprise. The US-based chain of doughnut stores is well-known for a distinct 50s-style American diner feel which is core to its brand and makes it instantly recognisable. To make this brand value resonate for the UK market, the retailer turned to Mood Media which it has worked with for several years.

The music programmers at Mood Media created a customised music channel for the retail chain that features traditional 50s music combined with contemporary music tracks more familiar to UK consumers.

Freshness is a key attribute of the Krispy Kreme brand and in larger stores the product is made on-site in full view of the customers. That experience is harder to capture in smaller retail outlets such as concessions in airports, coffee shops and in supermarkets. In order to ensure the experience isn’t lost, Krispy Kreme is working with Mood Media to install video screens at point-of-sale.