A Selfridges in Birmingham, U.K. opened up a DIY donut booth where shoppers can decide on toppings, fillings and decorations for their treats, helping to drive more foot traffic into the Bullring & Grand Central shopping center

Krispy Kreme‘s first DIY donut station has seen its debut in a Birmingham, U.K. shopping mall. Shoppers can now satisfy their cravings in every way imaginable, from bringing back old flavors to mixing their favorite combinations.

To start off, people can choose what donut they want as a base for their decorations: plain, jelly-filled, chocolate-filled or creme-filled. Then customers finish off by adding toppings of their choice, and enjoy their custom treat.

Krispy Kreme’s special attraction fits in with the wide-ranging trend around letting consumers customize their own products as well as participate in their production, some of the strategies for successful brands that PSFK outlined in the recent CX Playbook. Even more, the DIY donut bar gives customers more incentive to shop brick-and-mortar, as the opportunity is available there only, and functions as a strategy to help redirect traffic into malls and shopping centers.

Krispy Kreme


Lead image: Bullring & Grand Central via Twitter

Krispy Kreme‘s first DIY donut station has seen its debut in a Birmingham, U.K. shopping mall. Shoppers can now satisfy their cravings in every way imaginable, from bringing back old flavors to mixing their favorite combinations.

To start off, people can choose what donut they want as a base for their decorations: plain, jelly-filled, chocolate-filled or creme-filled. Then customers finish off by adding toppings of their choice, and enjoy their custom treat.

Krispy Kreme’s special attraction fits in with the wide-ranging trend around letting consumers customize their own products as well as participate in their production, some of the strategies for successful brands that PSFK outlined in the recent CX Playbook. Even more, the DIY donut bar gives customers more incentive to shop brick-and-mortar, as the opportunity is available there only, and functions as a strategy to help redirect traffic into malls and shopping centers.