EXCLUSIVE: Krispy Kreme recruiting shops to act as doughnut ‘dark sites’
Parcelly is recruiting independent convenience stores to use their stock rooms as Krispy Kreme dark sites on online delivery platforms.
Independent convenience stores are being approached by Parcelly for a secret UK-wide rollout of Krispy Kreme doughnut ‘dark sites’.
Five shops in the UK are currently providing the service according the the parcel firm. The Krispy Kreme doughnut boxes are held in stock rooms and a tablet notifies store staff when orders come in across Uber Eats, Deliveroo and Just Eat.
The orders are then picked up over the counter by delivery drivers. It is strictly forbidden for sites to sell the boxes in store, with sources confirming the doughnut giant ‘audits’ stock levels.
Shops receive the standard Parcelly parcel rate of 60p per box of doughnuts sold. Parcelly claimed a Dublin store taking part in the scheme is making £1,200 per month and the average monthly commission is £500. The click and collect firm said it is now rolling out Krispy Kreme ‘dark sites’ UK-wide with ‘new sites being added every week.’
Stores must have a food hygeine rating of three or above. Preference is given to those open beyond 10pm in order to serve its key student demographic.
A spokesperson for Krispy Kreme said it was aiming to make its products “more accessible” and confirmed: “One way we are exploring this is by accelerating our on-demand delivery, working with some key delivery partners such as Just Eat, Deliveroo and Uber.
To increase our reach we are therefore trialling a small number of ‘dark stores’ as a service to facilitate better accessibility and convenience to customers.”
The profiles of convenience stores acting as Krispy Kreme dark sites on Uber Eats state the doughnuts are “hand decorated and made fresh daily.” On Just Eat the cheapest line – 12 glazed doughnuts, is priced at £14.95 and the most expensive – 60 mixed doughnuts, is priced at £69.80.
The rollout in independent convenience stores will supplement official Krispy Kreme stores that are already partnered with the online delivery firms. Despite independent sites being blocked from ranging the doughnuts on their shelves, Krispy Kreme has deals with major multiples including Tesco, Morrisons and Sainsbury’s that allow its lines to be sold it branded cabinets.
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