The former consumer divisional marketing manager for beauty brand Dermologica has joined the company in a bid to support Krispy Kreme UK's growth strategy to double its UK estate in the next three years. She will oversee new store openings and the overall customer experience.
Reeves said: "I am thrilled to be given the opportunity to work for such a fun and iconic brand like Krispy Kreme UK. I’m joining the company at a really exciting time as it continues to expand its retail offering and look forward to the challenges that lie ahead."
Judith Denby, chief marketing officer at Kripsy Kreme UK, said: "With a wealth of experience behind her and a passion for the brand, we know Alison will make a great addition to the Krispy Kreme UK family. Her dedication to understanding customer needs and ambition to develop the brand, embody Krispy Kreme UK’s key values."
A company spokesperson told British Baker that Krispy Kreme UK is on track with its store openings for this year, with its 50th outlet opening in Gateshead, Newcastle next Thursday (6 September). Around three more store openings before the end of the year.
They could not confirm whether plans to move into Scotland, where the company currently does not have a footprint, was on the cards but said it was on the company's radar due to the amount of interest consumers from the region have shown on social media platforms such as Facebook.
The firm has also been conducting a nationwide Summer Road Trip campaign to celebrate the 75th anniversary of its signature original glazed doughnut. More than 1,000 locals in Glasgow have queued up today (31 August) to take home a free sweet baked treat.
Krispy Kreme UK is giving away 300,000 doughnuts in total in over 40 UK locations during a nine-week period as part of the campaign.