Behind the glaze: Sweet UX, serious infrastructure

Delivering the digital platform that keeps Krispy Kreme running hot

Our Work

From custom doughnut builders to in-store fulfilment, we helped bring Krispy Kreme’s ecommerce ecosystem together, one sprinkle-covered innovation at a time.

Krispy Kreme needed more than a pretty frontend. They needed an integrated, omnichannel commerce engine - one that could support personalised orders, dynamic pricing, real-time fulfilment, and a national fanbase that expects flawless service. GENE stepped in to rebuild the platform from scratch, turning disconnected systems into one smooth customer journey across web, mobile and in-store.

Sector

B2C

Food & Beverages

Platform

Adobe Commerce

Client Testimonial

“GENE delivered the tech to match the brand - fast, flexible and completely joined up.”

The Highlights

  • Replatformed the entire eCommerce estate to Adobe Commerce

  • Integrated web, app and in-store systems for full omnichannel delivery

  • Designed and launched an interactive custom doughnut builder

  • Enabled dynamic pricing logic for location-based offers

  • Developed an in-store tablet tool for fulfilment and loyalty redemption

  • Boosted online revenue 4x in 12 months (£1.5M → £5M)

The Highlights

  • Replatformed the entire eCommerce estate to Adobe Commerce

  • Integrated web, app and in-store systems for full omnichannel delivery

  • Designed and launched an interactive custom doughnut builder

  • Enabled dynamic pricing logic for location-based offers

  • Developed an in-store tablet tool for fulfilment and loyalty redemption

  • Boosted online revenue 4x in 12 months (£1.5M → £5M)

The Highlights

The Highlights

The Ongoing Impact

Our work gave Krispy Kreme a platform ready for modern commerce - fast enough for impulse purchases, smart enough for location pricing, and integrated enough to serve customers no matter how they order.

While the partnership has wrapped, the technology we delivered continues to power their online growth and omnichannel experience.

The Ongoing Impact

Our work gave Krispy Kreme a platform ready for modern commerce - fast enough for impulse purchases, smart enough for location pricing, and integrated enough to serve customers no matter how they order.

While the partnership has wrapped, the technology we delivered continues to power their online growth and omnichannel experience.

The Ongoing Impact

The Ongoing Impact

GENE ⬢ GENE ⬢ GENE ⬢ GENE ⬢ GENE ⬢

Let's talk!

Want to know what future-proof eCommerce looks like in a fast-moving, fan-driven brand?

Let's talk!

Want to know what future-proof eCommerce looks like in a fast-moving, fan-driven brand?

Let's talk!

Want to know what future-proof eCommerce looks like in a fast-moving, fan-driven brand?

Let's talk!

Want to know what future-proof eCommerce looks like in a fast-moving, fan-driven brand?

© 2025 Gene Commerce Ltd | 20 Middle Street, Brighton, BN1 1AL

© 2025 Gene Commerce Ltd
20 Middle Street, Brighton, BN1 1AL