Krispy Kreme will open its first Moroccan location on August 9 in conjunction with franchisee Americana. 

The Moroccan store features the doughnut brand’s Hot Light concept, also known as the ‘Theatre Shop’, allowing customers to observe doughnuts being glazed and served fresh and warm directly from the production line.

The shop will provide 12 standard Krispy Kreme doughnut flavours, as well as special doughnuts inspired by local flavours. 

The brand said it chose Morocco for “its economic vitality and the consumption habits of its population, who appreciate moments of pleasure and conviviality”. The sweet treat company has also collaborated with Moroccan suppliers on its ingredients and materials.

“Our decision to enter the Moroccan market is part of our broader expansion strategy in the Middle East and North Africa region,” said Raphael Duvivier, Krispy Kreme’s chief development officer. 

Krispy Kreme operates in more than 35 countries and has 14,000 stores. The company recently sold its majority stake in bakery chain Insomnia Cookies to Verlinvest and Mistral Equity Partners for $127.4 million.