LinkedIn·Monday, 24 August 2026·2d ago
Krispy Kreme UK closed 19 sites last year. Its losses only got bigger. Krispy Kreme UK's locations is down to 122, from 141. The losses…
Martin Vander Ghinste
Co-founder Feedelity | AI-native Guest Feedback Management for QSR 🍔🍴🚀
Krispy Kreme UK closed 19 sites last year. Its losses only got bigger.
Krispy Kreme UK's locations is down to 122, from 141.
The losses didn't shrink with the estate. They grew. From - £6.5m to - £10.2m. EBITDA fell by more than a third.
So the sites weren't the problem.
Closing them is the fastest lever an operator has, and the one that fixes least. You remove the addresses where the numbers went bad. You keep whatever made them go bad.
Guest satisfaction doesn't show up in a P&L until it's too late. A closure is a post-mortem, not a diagnosis. You find out the site failed. You don't find out why people stopped showing up.
If you closed a site this year, can you say precisely why people stopped coming back? Or only that they stopped?
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