I know it is too early to compare the two as someone from the Philippines since Krispy Kreme Doughnuts is not yet here in the country, but after seeing the launch of Krispy Kreme Doughnuts in Hong Kong and hearing the comments of the critics and tasters (and a bit of what happened when they opened in Korea), I can’t help but think that Krispy Kreme do not know the Donut/Doughnut industry in the Philippines.

Krispy Kreme Doughnuts according to the CNN Hong Kong report said that they will also launch a store here in the Philippines “to let Asians have a taste of an American Doughnut”. For those who are living in the Philippines, it isn’t news. We’ve seen a lot of donuts already and many of us grew up eating Dunkin’ Donuts and Mister Donut. But what makes Krispy Kreme Doughnuts different?

According to them, Krispy Kreme Doughnuts are sweeter, it is so sweet that many are saying “it isn’t right for the Asian taste”. A CNN reporter interviews a Krispy Kreme manager(? can’t remember), saying that when they opened in Korea, they also complained the same thing, it is too sweet. Additionally, critics were saying that Koreans (and Asians) will not buy a dozen donuts. Krispy Kreme proudly said (in that CNN interview) that the Koreans are now buying dozens of donuts and are liking the sweeter taste of Krispy Kreme Doughtnuts.

Okay. From those words, I can safely say without tasting Krispy Kreme Doughnuts that they won’t be the first in the Philippines, why? There is already a sweeter donut (and coffee) chain in the country. What’s more, this donut chain is “Asian”. I for one do not eat Dunkin’ Donuts or Mister Donuts donuts anymore because I love the sweeter donuts of this new donut store.

That store is no other than Go Nuts Donuts. A Filipino owned donut store (I heard, though unconfirmed, that it is owned by a Chinese [Filipino citizen] family). Their donuts are sweeter than Dunkin’ Donuts and Mister Donut. In fact, when they first opened their store in The Fort, Fort Bonifacio Global City (then under the Makati City territory), many people said the same thing, “it is too sweet”. But now they have 18 stores nationwide and 1 newly opened store in Kuwait. Many Filipinos, from the poor to the rich classes are buying more than a dozen donuts, they will fall-in a long line just to buy boxes of donuts for their officemates, friends, and families.

Their strength is further showed when Dunkin’ Donuts and Mister Donuts re-aired their TV advertisements and started buying advertisements from the PUVs (Public Utility Vehicles), they are feeling the impact of Go Nuts Donuts. Personally, every person I treated to their store are all coming back (and majority removed the Dunkin’ Donuts and Mister Donuts from their vocabulary [a Filipino way of expressing their loyalty to a product]). But of course, both Dunkin’ and Mister still have the largest share of the Philippine donut industry, both have been here since we were kids (I’m only 24), and secondly, both are owned by the same company (I’m not sure though who are the country franchisers for both).

So, to Krispy Kreme Doughnuts, if you really plan on opening a store in the Philippines, better do it today than tomorrow or Go Nuts Donuts will eat more and more of the donut industry. Dunkin’ Donuts and Mister Donut are still here and strong. But personally, they belong to the so-called “Asian taste” (non-sweet). Go Nuts Donuts do not have a competitor yet in the “Sweeter Category”, and just like the Koreans, Hong Kong, and Macaus, we want to taste how sweet Krispy Kreme Doughnuts is.

We will wait for you.

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