From ‘Krispy Kreme fans start queuing for doughnuts’, 11 Oct 2013, article by Mohd Azhar Aziz, Today
It seemed a promising start for the American doughnut giant with the queue for Krispy Kreme doughnuts starting from as early as 11.42am today (Oct 11), ahead of the store opening tomorrow. Yet, at about 10.30pm, there were only eight people in the queue at Tangs Orchard – after one person dropped out – with several curious onlookers.
“It is heartwarming to see fans of Krispy Kreme queuing up. We are expecting more to come to the place. But the night is still early,” said a Krispy Kreme spokesperson.
The opening of Krispy Kreme’s first store in Singapore, at Tangs Orchard Basement, has been a widely-anticipated affair with free doughnuts offered to the first three customers and goodie bags for the first 500 customers.
The first customer will win a one-year supply of the Original Glazed Doughnuts — a dozen doughnuts every week for an entire year. The runner up will be awarded with a dozen Krispy Kreme doughnuts every week for the next six months, while the third in line will get 12 doughnuts every week for the next three months.
When Singapore’s own Donut factory was established in 2007, thereby kickstarting the doughnut craze, this was how people queued at Raffles City Basement before the shop opened. A familiar sight whether it’s for a new HnM store, Hello Kitty, iPads of Bak Kwa.
If Donut Factory hadn’t set up shop within the mall premises, you would have had Singaporeans pitching tents overnight like how we do today. A promising start, but foiled by the likes of J Co, Vinco (later Dippin’ Donuts), Munchy Donut, and eventually Dunkin’ Donuts penetrating the market. The ‘donut craze’ of 2007-2008 filled a gaping hole in our appetite for deep-fried confectionery. In its hey-day, carrying a box of dozen around was a status symbol like flashing Lim Chee Guan bak kwa during CNY, and it was only a matter of time before the sugar-high and novelty began to wear off and we glazed over anything ‘Donut’. Even the cops couldn’t save it from near extinction then.
By 2011, Donut Factory realised they couldn’t just sell donuts anymore, no matter how ‘artisan’ or exotically flavoured they made them. They experimented with ‘bon-bons’ or mini-donuts for the calorie-conscious. Then burgers, cakes, patisserie before going bust in June this year just after starting an online delivery service. Enter Krispy Kreme, which until today has been the stuff of gastronomical legend and described by Singaporeans who tried it overseas as if it were manna from heaven or rare 1000 year old honey, a must-eat holy grail and the MOTHER OF ALL DOUGHNUTS , like the Haj for sweet-tooths. It’s also the only doughnut shop around that spells its products as ‘DOUGHNUTS’ and not ‘DONUTS’, though the deliberate misspelling of ‘Crispy Cream’ looks more to me like the name of a circus clown rapper than a donut joint (‘Yo give it up for MC Krispy Kreme!’).
Donut or doughnut, this sickly sweet snack is the comeback kid of food fads. In 1983, Dunkin Donuts landed in Singapore, and Mister Donut was scheduled to follow in June 1984, though I’m not sure if that actually opened shop here. DD disappeared for more than a decade and made a comeback at Ion Orchard in 2009, though even that flagship store has since closed down. With KK making its ‘Charlie and the Chocolate Factory’-style appearance to bring out the greedy kid in all of us, rival DD has its work cut out. As it is, they’re already diversifying with sandwiches, bagels and wraps, looking more like a Subway ripoff than a donut shop. In August this year, they came up with a bizarre star ‘donut’ to celebrate Ramadan, which will appeal to anyone below the age of 5. Things do not bode well if you make your donuts anything but ROUND.
At $2.60 for an original glazed, KK’s doughnuts are the most expensive to date, though you do get your money’s worth of calories (200), fat (12g) and sodium(95mg) for ONE doughnut. A Snickers bar, in comparison, has 250 calories, the same amount of fat, and 120mg of sodium, and in my opinion more satisfying and value-for-money than chewing on air wrapped in deep fried dough. A KK doughnut also has SIX TIMES the amount of fat you get from one Goreng Pisang. A ‘Golden Ticket’ thus entitles you to a dozen doughnuts a week, or 144 g of fat, equivalent to 12 bars of snickers, or 72 freakin’ pieces of goreng pisangs. A Golden Ticket to a cardiac arrest, more like it. Does it come with a free bypass surgery, I wonder.
Getting fat isn’t the only thing you need to worry about if you overindulge in KK. An original glazed is made up of more than 50 INGREDIENTS, making it the McNugget of Donuts, including ‘dough conditioners’, corn maltodextrin and locust bean gum. It also has a seemingly innocuous preservative called BHT, or butylated hydroxytoulene, the same chemical we use in cosmetics, jet fuel and EMBALMING FLUID. If you leave a KK doughnut in a closed jar, it would probably remain intact and edible until the craze wears off once more. If this is the food of the Gods, then we must have been praying to very evil gods indeed.
I’m no doughnut market analyst, but I think we were all addicted and fell for Krispy Kreme BECAUSE it was relatively inaccessible and was ‘forbidden fruit (tastes the sweetest)’ prior to its launch here. When it starts popping up all over the island, it’ll be like hearing your favourite song on repeat airplay for at least a few months. They have successfully regressed us all into slobbering babies with their Golden ticket gimmick, and it’s only a matter of time before we wean off it. Does ‘Beard Papa’ (probably the best cream puff in the world) ring a bell? Anyone?
Filed under: 1980s, 2013, Fast food, Local food, Long Queues | Tagged: Fast food, local food, Long Queues | 3 Comments »