Krispy Kreme partners with Jafa Holding BV to launch its first Dutch store in late 2026, expanding its global franchise footprint.
Krispy Kreme, Inc. has announced a major strategic expansion into the European market with a new agreement that will bring its iconic fresh doughnut experience to the Netherlands for the first time. The company confirmed that it has partnered with Jafa Holding BV, a locally experienced franchise operator, to develop and operate Krispy Kreme shops across the country. The first store is expected to open in late 2026, marking a significant milestone in the brand’s ongoing international growth strategy.
This expansion reflects Krispy Kreme’s broader ambition to scale its global footprint through a capital-light franchise model, which relies on partnerships with established regional operators rather than heavy direct investment. The Netherlands entry is part of a larger wave of international growth, as the company continues to strengthen its presence in Europe while simultaneously entering additional global markets.
A Strategic Entry into the Netherlands
The planned launch in the Netherlands is not just a single-store opening but the beginning of a structured, phased rollout across the country. The first location will be a “Hot Light Theater Shop,” a signature Krispy Kreme format designed to showcase the brand’s freshly made doughnuts. This format is known for its transparent production process, where customers can watch doughnuts being made fresh in-store. The “Hot Light” indicator, which signals when original glazed doughnuts are coming off the production line, is a central part of the customer experience and brand identity.
The first Dutch store will serve a dual purpose. It will function both as a retail outlet for customers and as a production hub that supplies doughnuts to additional locations in the surrounding area. This hub-and-spoke model is intended to support efficient scaling, ensuring consistent product quality while expanding reach throughout the market.
Following the initial opening, Krispy Kreme expects to expand rapidly across the Netherlands, with plans to establish approximately 30 locations over the next five years. These stores will likely include a mix of full production shops and satellite locations, designed to optimize both operational efficiency and customer accessibility.
Partnership with Jafa Holding BV
A key element of this expansion is the partnership with Jafa Holding BV. The company brings local market expertise, operational experience, and franchise management capabilities that are essential for successfully launching and scaling an international food brand in a new region.
By working with established franchise partners like Jafa Holding BV, Krispy Kreme aims to reduce operational risk while accelerating market entry. This approach aligns with its capital-light strategy, which prioritizes collaboration and shared investment rather than direct ownership of infrastructure and retail networks.
Jafa Holding BV is expected to play a central role in site selection, store development, hiring, training, and day-to-day operations in the Netherlands. Their understanding of consumer preferences and regulatory frameworks in the Dutch market will be crucial in adapting Krispy Kreme’s global brand to local expectations while preserving its core identity.
The Hot Light Theater Shop Experience
At the heart of Krispy Kreme’s expansion strategy is the “Hot Light Theater Shop” concept, which will debut in the Netherlands as part of the first store opening. This format is designed to create a sensory retail experience centered on freshness, transparency, and engagement.
Customers entering the shop will be able to view the entire doughnut-making process, from dough preparation to glazing and finishing. The production line is intentionally visible, reinforcing the idea that the product is made fresh throughout the day. The “Hot Light” signal plays a key role in this experience, indicating to customers when fresh batches of doughnuts are available straight off the line.
This format has been successful in other international markets because it transforms a simple purchase into an experiential visit. Rather than just buying a product, customers are drawn into the process, creating emotional engagement with the brand.
In the Netherlands, this flagship store will also act as a production hub, supplying nearby retail points. This integrated approach is expected to improve product consistency and logistical efficiency while maintaining the freshness that Krispy Kreme is known for globally.
Long-Term Growth Plans in the Netherlands and Beyond
Krispy Kreme’s entry into the Netherlands is part of a broader international expansion strategy. The company has indicated that it expects to open at least 100 new shops globally in the coming years, supported by its growing network of franchise partners. In addition to the Netherlands, the company plans to enter three to four new international markets within the same timeframe.
This expansion reflects a strong emphasis on scalable growth through franchising, allowing the company to enter diverse markets without taking on the full burden of capital investment and operational overhead. The strategy is particularly effective for food and beverage brands, where local knowledge and operational efficiency are critical to success.
The Netherlands is seen as a strategically important market due to its strong retail infrastructure, high consumer spending power, and openness to international food brands. It also serves as a gateway to broader European expansion, given its central location and logistical connectivity.
Leadership Perspective
Commenting on the expansion, Krispy Kreme CEO Josh Charlesworth emphasized the importance of international partnerships and sustainable growth. He highlighted that working with experienced franchise operators like Jafa Holding BV enables the company to extend its reach while maintaining quality and operational discipline.
According to the leadership perspective, the Netherlands launch reinforces Krispy Kreme’s commitment to “bringing the joy” of its products to new audiences around the world. The company’s focus remains on delivering fresh, high-quality doughnuts while building a scalable global network of stores.
Industry ImplSications
The expansion into the Netherlands also reflects broader trends in the global quick-service restaurant (QSR) and bakery sector. Many brands are increasingly relying on franchise-led models to accelerate international growth while minimizing financial exposure. Krispy Kreme’s approach is consistent with this shift, emphasizing partnerships, localized execution, and standardized brand experiences.
The “Hot Light Theater Shop” concept also demonstrates the importance of experiential retail in today’s competitive food industry. Consumers are increasingly drawn to brands that offer more than just products—they seek engaging experiences, transparency, and authenticity. Krispy Kreme’s production-focused store design directly addresses these expectations.
About Krispy Kreme
Headquartered in Charlotte, NC, Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Our iconic Original Glazed® doughnut is universally recognized for its hot-off-the-line, melt-in-your-mouth experience. Krispy Kreme operates in more than 40 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing digital business. Our purpose of touching and enhancing lives through the joy that is Krispy Kreme guides how we operate every day and is reflected in the love we have for our people, our communities and the planet.
