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Fort Myers Lines Up in the Masses for Krispy Kreme, So What’s the Hype?

1:14 PM, Oct 17, 2018

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Terrace Myles

If you were driving down US 41 between Colonial Blvd. and Fowler St. in the past two days, you might have noticed flashing police lights and a long line of cars in the right lane. People were lined up for the brand new Krispy Kreme Doughnut shop that opened on Tuesday.

“For 15 years I’ve been waiting for them to come to this coast,” Bill Macrides who was one of the hundreds of people who were waiting in line.

Brand Loyalty for Krispy Kreme

“For 15 years I’ve been waiting for them to come to this coast,” Bill Macrides who was one of the hundreds of people who were waiting in line.

Krispy Kreme joins the ranks of several brands that draws an excited crowd. Take Wawa for example. When the Pennsylvania-based convenience store/gas station chain came to Southwest Florida, people lined up in the masses, and they were super excited.

And it’s not just food and gas that gets people motivated to leave the comfort of their warm beds to wait in line to be one of the firsts. Whenever Apple announces that they have a new product coming people camp out for hours, and sometimes days before the product hits store shelves.

"There’s no question that a lot of brands have a cult following,” said chain restaurant consultant Juelene Beck.

Juelene said people are devoted to particular brands because they’ve always been able to “absolutely count on the product.”

However, not everyone is quick to jump on the bandwagon in the beginning. “Every once in a while there are people in that brand loyalty that haven’t tried it before but who want to be a part of something new and different,” Juelene explained.

Several studies have been done explaining why some products have such an effect on people. In 2014, Kit Yarrow, a consumer Psychologist, told Time Magazine that “It’s about human connection.”

So depending on who you are, it could be about the brand, the following or just being part of something big.

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