Organic sales rise at Krispy Kreme, but more stores will close


Krispy Kreme is celebrating more than its 85th birthday this year. In addition to partnership with McDonald’s in October to test donut sales under the Golden Arches, Krispy Kreme also managed to increase net sales to $377.5 million in the third quarter, a 10.1% year-on-year increase other. This brings the channel’s total net income to $1.52 billion so far in 2022.

“We delivered positive organic growth in every country around the world, despite a challenging macro environment,” Krispy Kreme Chairman and CEO Mike Tattersfield told investors on the third quarter earnings call. .

The implementation of price increases in the United States, along with reduced promotional activity after Labor Day, helped Krispy Kreme’s margins improve during the latter period of the third quarter, Tattersfield said. Hubs with spokes in the United States and Canada averaged $4.5 million in sales per hub, an 18.4% year-over-year increase, while international hub sales rose 16.3% to $10 million.

As a reminder, the chain’s “hub-and-spoke” model concentrates on the construction of poles of production centers that distribute fresh donuts daily to multiple “hotspots” or departments, which include grocery stores, gas stations, carts, food trucks, and small retail stores. Krispy Kreme defines hubs as warm-light theater stores or donut factories.

After adding 294 new access points in the third quarter, Krispy Kreme’s footprint totaled 11,700 global access points as of October 2, a 17% increase over last year. This has led to global organic revenue growth of around 12% from 2021.

The news isn’t all sweet, however. Adjusted EBITDA in the third quarter fell to $38.5 million, down approximately $3.1 million due to currency issues and the UK operating environment impacted by soaring costs energy and global inflationary pressures, Tattersfield said.

Krispy Kreme also closed eight stores in the third quarter following a review of the performance of shelfless hubs, which are warm-light theaters that do not benefit from the expansion of offsite hotspots, according to Josh Charlesworth , Krispy Kreme Global President, Chief Operating and Financial Officer. officer.

The chain plans to close two other underperforming stores and has identified 12 more stores that will be closed in the coming months, Charlesworth told investors.

“All of these stores are low revenue and have negative EBITDA margins and most are shelfless hubs, which cannot be converted to produce for DFD,” he said on the earnings call. . “We believe these 20 locations represent the overwhelming majority of potential closures.”

“During our review, we also identified additional spokeless hubs, which could either be converted to produce for DFD by closing the hall,” Charlesworth continued.

The significant reduction in promotional activity since September has helped the chain’s margins and led to improved gross margin trends, Tattersfield pointed out. Krispy Kreme turned 85 in July in offer a year of free original glasses to 8,500 customersplus a “Beat the Pump” promotion that sets the price of a dozen original glazed donuts based on the national average price of a gallon of gasoline.

“Promotional activity in the United States remained high through the first two months of the quarter, driven by our well-received Beat the Pump discount, which increased throughout Labor Day,” Charlesworth told investors.

“The last period of the quarter saw promotional price activity in the United States return to normal with no impact on sales,” he continued. “This, along with additional pricing on DFD in September, means the final period of the quarter posted significantly higher margins than the prior year.”

Krispy Kreme went public in 2018 after being owned for about five years by German investment giant JAB Holding, which owns Pret A Manger, Panera Brands and its subsidiaries Panera Bread, Caribou Coffee and Einstein Bros Bagels, and more. Krispy Kreme has acquired a majority stake in Insomnia Cookies the same year, a 200-unit cookie and milk chain popular in college towns.

In addition to the strong performance of Delivered Fresh Daily (DFD) locations, Krispy Kreme’s growth in the third quarter can also be attributed to its strong online sales, which accounted for approximately 18.5% of retail sales, up by 170 basis points compared to last year. Led by Insomnia Cookies and Krispy Kreme in the US, e-commerce mix grew a combined 370 basis points to 20.7% from 2021.

“E-commerce growth has been driven by an expanded delivery radius through partnerships with third-party aggregators, the addition of dark shops and better availability of our specialty donuts on our mobile app,” Tattersfield told investors. “While a lot of progress has been made, we continue to see significant benefits for our e-commerce platform in the years to come.”

Krispy Kreme’s development pipeline is also growing, with deals signed in seven international countries so far in 2022, including Jamaica and France. The goal is to open in at least three countries per year in the future. The chain’s franchise partner in the Middle East, Americana, recently opened a store in Jordan for the first time and achieved the highest weekly sales ever in the Middle East, Tattersfield noted.

“With a proven model, we are building a very strong pipeline for new market entries with existing and new franchise partners, as well as equity investments in certain strategic markets,” he told investors, and he expects to announce more new markets in upcoming quarterly earnings calls.

Tattersfield also expressed excitement about the donut shop’s partnership with McDonald’s, which began in late October with an operational pilot test at nine McDonald’s locations around Louisville, Kentucky.

“Obviously this is a small test of partnering with a global company. But we believe this represents the type of opportunity that shows why we remain very confident in our long-term goal of reaching more than 50,000 hotspots worldwide,” he said.

Charlesworth noted that the chain does not expect U.S. hotspots to grow in the fourth quarter, “with grocery store customers accepting minimal changes to their floor space during the holidays,” he said. declared. “However, we expect hotspots to resume strong growth in 2023.”

Additionally, six new Insomnia Cookie stores opened in the third quarter, increasing its reach to 227 locations.


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