Krispy Kreme Rolls out New Customer Loyalty App in Select Markets

Richmond, Nashville and Detroit Area Krispy Kreme Fans Get First Look at My Krispy Kreme Treats App

WINSTON-SALEM, N.C.--(BUSINESS WIRE)--Dec. 11, 2014-- Krispy Kreme (NYSE: KKD) has introduced its new My Krispy Kreme Treats customer loyalty App with an initial launch in Richmond, Nashville and greater Detroit and Grand Rapids area locations. Residents in the initial launch area can now use the ease of their iOS and Android smartphone technology to earn reward points and redeem them for free products at Krispy Kreme retail shops in these test markets. Guests also have the option to use their credit card to store value on the App to make purchases at Krispy Kreme locations in the test markets.

“The new My Krispy Kreme Treats App is designed as a complement to our existing guest engagement offerings,” says Dwayne Chambers, Chief Marketing and Innovation Officer for Krispy Kreme. “The brand currently has a 900,000-member Friends of Krispy Kreme e-club, and its Hot Light App has had over 100,000 downloads since its launch. The My Krispy Kreme Treats App not only provides our retail guests faster and more convenient service at checkout, it also enhances our connection with our most loyal fans as we celebrate them with personalized surprises and delights throughout the year, and easy-to-earn reward points redeemable for their favorite Krispy Kreme products at their convenience.”

The My Krispy Kreme Treats smartphone application works seamlessly with the brand’s existing POS technology. The App’s user-friendly functionality allows guests at shops in the initial test markets to store value and make mobile payments with a virtual gift-card, while earning reward points redeemable for free doughnuts, coffee and other beverages. App users receive a free doughnut for enrolling, a free doughnut and beverage on their birthday, and surprises and delights throughout the year.

Here is How the My Krispy Kreme Treats Program Works:

  • Step 1: Enrollment
    • Existing Krispy Kreme Hot Light App users will receive the Krispy Kreme My Treats App update once they automatically or manually update their Hot Light App.
    • For new users, the My Krispy Kreme Treats App is available for free download in Apple's iTunes and Google Play Market.
  • Step 2: Earn Points
    • Earn 5 points for every $1 spent when you pay using My Krispy Kreme Treats.
  • Step 3: Redeem Points
    • App users can accumulate points and redeem them for rewards at Krispy Kreme shops in the test markets.

Simultaneously with the initial launch of My Krispy Kreme Treats, Krispy Kreme introduced new enhancements to its Hot Light App design and functionality. Fans nationwide can download the updated Hot Light app at HotLightapp.com.

About Krispy Kreme

Krispy Kreme is an international retailer of premium-quality sweet treats, including its signature Original Glazed® doughnut. Headquartered in Winston-Salem, N.C., the Company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Krispy Kreme is proud of its Fundraising program, which for decades has helped non-profit organizations raise millions of dollars in needed funds. Today, Krispy Kreme can be found in over 875 locations in more than 20 countries around the world. Visit us at www.krispykreme.com.

Source: Krispy Kreme Doughnuts, Inc.

Krispy Kreme Doughnuts, Inc.
Lafeea Watson, 336-726-8878
PR and Media Manager
lwatson@krispykreme.com

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