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Krispy Kreme, the American doughnut and coffee chain has appointed The Drury Tea & Coffee Company to supply its coffee and coffee equipment.
KRISPY KREME
Krispy Kreme has been making fresh, hot doughnuts of the highest quality since 1937. Started in Winston, Salem, the company now has over 300 stores across the United States, and launched in the United Kingdom in Harrods, October 2003. Already the company has 19 outlets in this country and is set to continue growing at the same rate over the coming years. Krispy Kreme has always known that nothing goes better than coffee and a doughnut, and wants to ensure that every cup of coffee is made to the same exacting standards as the doughnuts. This was the rationale behind the recent appointment of Drury.
The Drury Tea and Coffee Company is a London-based coffee roaster and tea blender, family-owned since its formation in 1936. Drury worked with Krispy Kreme to develop a blend of espresso coffee beans exclusively available under their own label. The coffee was chosen following blind tastings amongst customers who selected it above coffees from seven other manufacturers. Drury also supplies Krispy Kreme with Rancilio Classe 8 Tall traditional espresso machines, sourced through its associate company, The Coffee Machine Company- the exclusive UK importer of Rancilio equipment. The "Tall" version is specifically marketed as a coffee shop machine and, amongst other features, has the facility to serve 20 fl oz cups using a 3-shot spout controlled by fully automatic push-button programming.
Krispy Kreme originally launched in the UK with bean-to-cup machines, but changed to traditional machines for improved quality and to introduce some "theatre" to coffee making, similar to its philosophy on doughnut making.
COFFEE AUDIT
Having decided on traditional machines, both companies knew they had to instigate a strict quality control programme. Barista training was introduced and staff now also regularly attend fortnightly refresher courses held at Drury’s central London showroom. To ensure that what they learn is put into practice, a monthly quality audit has been put in place. Unannounced, a Drury coffee consultant calls at each branch and checks on the quality of coffee and the condition of the machines. The checklist covers all the different aspects of coffee service from milk frothing and texturing to espresso production, pour times and correct tamping. Staff are also required to fill in a daily log of coffee activity and all items in the audit are graded, giving a league table of branch proficiency in coffee service.
As an inaugural incentive to staff, Krispy Kreme has offered the prize of a weekend trip to Italy which includes a factory visit to Rancilio at Parabiagio on the outskirts of Milan. Watford and Holborn showed the biggest increase in coffee sales over the period in their respective categories and each will send four of their key coffee "drivers" to Italy.
Vice President of Operations for Krispy Kreme, Richard Cheshire, is quick to emphasise the benefits of such a scheme: "We believe that our team members are our greatest asset; and their motivation for our coffee experience is the key to our success. Through providing a fabulous coffee experience we wanted to educate our customers in realising that our coffee is as good as our doughnuts. The effect on coffee sales has been tremendous, almost doubling in the four months since we initiated our coffee program and appointed Drury".
Last changed: Tuesday, 9th February, 2010 at 12:13 PM
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Comments
| Interesting | By Unknown on Monday, 19th October, 2009 at 11:44 PM |
| I have been working for Krispy Kreme for 3 years now and being a UK retail-beverage-drive thru trainer for 2 years, and still can learn new things about our coffee, and the manufacturer company. Also can find interesting although disappointing things too, like our incentive to win a trip to Milan by increasing coffee sales... Well nobody from our store (Enfield) knew about it. So thank you management team, and well done Watford and Holborn! Probably 4 managers are not enough to communicate to us. |
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