Krispy Kreme seeks to reach all of Mexico

Krispy Kreme, the American doughnut chain, will continue its expansion in Mexico to cover all 32 states. It will therefore focus its efforts on reaching the northwest and southeast, areas where it does not yet have any outlets.

Krispy Kreme Mexico CEO Santiago Sapiña explained that the company currently only operates in 19 states, and will therefore seek to cover the remaining 40%—13 states—such as Sonora, Sinaloa, Baja California, Baja California Sur, Oaxaca, and Guerrero.

"We're piloting the regions; the idea is to continue opening points of sale... In five years, we could be present in, if not 100% of the states in the Republic, at least 90% of them, multiplying the number of points of sale," the executive stated.

He emphasized that Mexico is one of the most important markets for the American company, and the goal is to position it as the second most important.

Currently, the United States is the largest market, followed by England; then Australia and Mexico; and finally Japan and Canada.

“We're between third and fourth in size worldwide. It's a super-important market for Krispy Kreme. There's no doubt that Mexico is a place where the brand wants to grow, and if we're not too careless, in a couple of years we could be the number two market, after the United States,” Santiago Sapiña explained.

He mentioned that their investments have remained constant. By 2025, they plan to invest 90 million pesos, of which 50 million have already been invested with the recent opening of a factory and the remodeling of a store in the State of Mexico.

The remaining funds will be allocated to opening new points of sale and remodeling some stores, which will integrate the company's new global image and digital kiosks. This strategy will continue to be implemented in 2026.

Between 2024 and 2025, they have completed 24 store openings.

With this year's investments, it is expected to create between 150 and 200 new jobs nationwide. The company currently has 2,700 employees.

Santiago Sapiña explained that the donut chain has grown by double digits in the country. In terms of store numbers and sales, the average annual growth has been 10%.