MAPLE GROVE, MN: When customers started showing up almost a full day before the scheduled grand opening of Minnesota's first Krispy Kreme, Seth Pederson, an SAE at Bloomington-based Colle & McVoy, made a last-minute amendment to his PR strategy."We hadn't really anticipated making the first guys in line an actual story,
explained Pederson. "We thought they'd show up at night, and we wouldn't be able to leverage it."
That assumption was proven wrong after two would-be patrons arrived at 11am on the morning before the launch.
"We started making calls. Three TV stations and two radio stations came out to cover it,
he said. The state's leading daily newspaper, the Star Tribune, also dispatched four reporters to cover the growing spectacle.
"That added a whole evening of Krispy Kreme coverage we hadn't planned on."
Pederson reported back to the store at 1am. "There were 50 people there,
he recalled. "We had people saying, 'I live in St. Cloud, but I saw it on the news and had to come down.'"
Krispy Kreme's inaugural Seattle-area outlet tallied $450,000 in its first week - a total Pederson believed his client could better. "We've heard that in the first few hours,
he said, "the restaurant was already on pace to break sales records."