Krispy Kreme: Spain Expansion Strategy

PROBLEM

Krispy Kreme had no established presence in Spain. Despite a recognizable global brand, its U.S.-based positioning wasn’t connecting with Spanish consumer behavior or food culture.

INSIGHT

Spain’s food culture revolves around sharing, local traditions, and fresh, high-quality ingredients. The typical U.S. “grab-and-go” mentality needed rethinking for success in this market.

STRATEGY

Build brand love and local relevance by:

• Creating in-store experiences that invite community and connection

• Tapping into digital culture by aligning with trending Spanish social media formats

• Driving seasonal engagement by celebrating local holidays and traditions through limited-time offerings

• Earning price-conscious trust by positioning the brand competitively against popular local pastries

• Boosting product appeal by developing donut flavors inspired by traditional Spanish desserts and regional tastes

MY ROLE

I focused on the overall brand positioning, market analysis, and go-to-market strategy. I helped build the marketing plan, define the brand tone for Spain, and create ideas for localized launch campaigns.

Completed as part of a global marketing course in Barcelona, Spain.

RESULTS

Our team received top marks from faculty and guest evaluators for both creativity and feasibility. Our launch approach was praised for local insight and adaptability. The project sharpened my skills in global branding, cultural strategy, and collaborative storytelling.

WHAT I LEARNED

This project taught me how to think globally, act locally, and be flexible with strategy depending on the audience. It also showed me how to lead with curiosity — and that donuts, when done right, can absolutely be a cultural bridge.

Click below to see the Results!