Our Work
Behind the glaze: Sweet UX, serious infrastructure
Delivering the digital platform that keeps Krispy Kreme running hot
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
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 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.
