Krispy Kreme Opens West End’s Must‑Visit Donut Paradise

Krispy Kreme Sprinkles Sweet Heat in London’s West End

London’s Oxford Street is about to get a little hotter – literally. Krispy Kreme’s brand‑new shop will open on 16 February 2024, bringing the iconic Hot Light experience straight to the heart of the West End. Doughnut enthusiasts can finally taste those steaming Original Glazed delights fresh off the line, just as the “Hot Now” sign flashes its neon glow between 11 am and 9 pm.

The “Hot Now” Experience

Live Doughnut Theatre – Watch over 6,600 original glazed doughnuts rise, cascade, and slosh into the glaze waterfall each day.
Hot Light Glow – The classic red beacon that signals the doughnuts are piping hot, a match‑made sense of temptation.
Exclusive Merchandise – Caps, umbrellas, mugs and more, all available only at this flagship Oxford Street location.
Influencer Content Studio – The “Doughnut Room” on the first floor offers a sleek backdrop for creators to produce mouth‑watering content.

Why This Matters

Twenty years after the first UK rollout in Harrods, Krispy Kreme remains a pioneer in donut innovation. Yet the Original Glazed still reigns supreme, especially when it’s served hot from the store’s heart. Jameston‐fueled smell, the instant melt‑in‑your‑mouth sensation – all part of a taste phenomenon that was unbeatable in 1937 and remains unbeatable today.

Words from the Top

Jamie Dunning, President and MD of Krispy Kreme UK & Ireland, shares the excitement: “I’m delighted we’re bringing the iconic Hot Light back to Central London. When Vernon Rudolph first sold hot Original Glazed through a hatch in 1937, the irresistible aroma and melt‑in‑your‑mouth experience set the bar high. Today, biting into a hot Original Glazed still feels like the pinnacle of sweet bliss. It’s a must‑try for everyone.”

Ready to Dive In?

Starting next month, drop by the new shop, indulge in that steaming doughnut, grab a cap or mug for the Instagram shot, and maybe book a slot in the Doughnut Room to craft your own sweet masterpiece. The West End just got a little sweeter and a lot hotter—don’t miss out!

Krispy Kreme Kicks Off a Sweet Revolution on Oxford Street

Picture this: a newly minted 1,534‑square‑foot haven of doughy delight, tucked right next to Tottenham Court Road Station and nestled beside the buzzing Outernet entertainment hub. That’s the fresh spot Krispy Kreme is bringing to the London scene.

Why It Matters

Since the Elizabeth Line opened, it’s racked up over 100 million trips. Tottenham Court Road Station is the superstar of the route – the most visited stop, no doubt. And Krispy Kreme is aiming to plug into that bustling flow.

Immersive Retail: The Sweet Spot

“We’re all about creating a memorable, immersive experience,” says Dunning. “Nothing beats a foot‑in‑door stand‑up moment that sticks in people’s heads – a way sweeter than even the best ad campaign.” That’s the philosophy behind every cookie—.

What’s in the New Store?

Hands‑on dough‑making demos – watch the magic happen.
Instant‑photo booths: capture your dough‑run moment.
Exclusive limited‑edition flavors for the first 1,000 customers.
A “crunchy” corner that doubles as a social media self‑ie spot.

Growth Goals

With a quarter of the UK already snapping up Krispy Kreme via shop partners, the target is a sweet jump to 50 % market share in the next few years. That’s a huge climb, but the team is sweet on the challenge.

Regeneration Role

“Our new shop will help revitalize Oxford Street,” Dunning says, “by adding a culinary spark near the Outernet district and the thriving Tottenham Court Road rail hub.” Footfall’s on the rise thanks to the Elizabeth Line, and Krispy Kreme is ready to ride the wave.