Krispy Kreme launches a collection of St. Patrick's Day-themed doughnuts to woo customers

Fatma Khaled
·3 min read
Krispy Kreme New York Flagship Store 2
Irene Jiang/Business Insider
  • The Luck O' The Doughnuts are available now through St. Patrick's Day.

  • The four flavors include Lucky Unicorn, Lucky Leprechaun, Lucky Gold Coins, and Lucky Sprinkles.

  • Krispy Kreme will give away a free doughnut for those wearing green on March 16 and March 17.

  • See more stories on Insider's business page.

Krispy Kreme has released St. Patrick's Day-themed doughnuts, the company's latest holiday-themed food product to attract customers.

The Luck O' The Doughnuts offer includes four different filled doughnut icings, including Lucky Unicorn, Lucky Leprechaun, Lucky Gold Coins, and Lucky Sprinkles.

The promotion, which runs through March 17, is valid for shops located in New York, New Jersey, and Canada.

The doughnut company also said on its website that it will give away free green O'riginal Glazed doughnut for those wearing green on March 16 and March 17, according to its website.

Like many food shops that struggled to keep their businesses running during the pandemic as more people stayed at home and less foot-traffic became the norm, Krispy Kreme focused on takeout and delivery options. Many options centered around holiday-themed doughnuts.

Last month, Krispy Kreme created "Dough-Notes" a custom Valentine's Day box in the shape of a post-marked letter that consisted of 12 heart-shaped doughnuts that came in four flavors.

By using Krispy Kreme's new gift delivery option, customers were able to order the Dough-Notes online and add a custom note with the order to be delivered to their Valentines.

"Valentine's Day marks another holiday that many of us will be spending apart from our loved ones, but we still want to show people how much they mean to us," said Krispy Kreme Chief Marketing Officer Dave Skena in a statement.

The doughnut company worked with DoorDash to carry out contactless deliveries from its own website, Insider previously reported.

A year into the pandemic, restaurants and food shops are rethinking the way they connect with customers who ditched in-door dining or in-store shopping.

Some restaurants have expanded their digital presence through unique partnerships. For example, a Los Angeles-based restaurant Sweetfin partnered with TikTok and Postmates to promote some food items that were viral on TikTok.

"Postmates and TikTok decided which merchants they wanted to develop a custom product for the collaboration, based on food trends that were taking place on the TikTok app," Seth Cohen, the cofounder of Sweetfin, told Insider. "It was also important to both TikTok and Postmates to work with brands that were culturally relevant and appealed to a younger demographic."

Data suggests that the demand for takeout and delivery from restaurants will remain throughout 2021, and restaurants will continue to rely on them for revenue growth, according to finance-services company Rewards Network.

Rewards Network conducted a survey that polled 432 people -- both restaurant owners and operators -- about industry trends that will change during the pandemic.

To diversify sources of revenue, 31% of respondents said that they will invest in delivery services and/or technology, while 42% said that they already launched those options to boost revenue when in-dining closed.

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