TRAFFIC police were sent to a drive-thru doughnut shop yesterday (fri) in a bid to prevent a third day of traffic chaos.
The opening of the Krispy Kreme store on the outskirts of Edinburgh has seen motorists queueing for up to an hour to buy the sugary snacks.
Yesterday the traffic got so bad Lothian and Borders Police urged drivers to avoid the western side of the city altogether.
Two patrol cars were despatched to the Hermiston Gait retail park in a bid to stop Krispy Kreme customers causing a total traffic meltdown.
The store opened on Wednesday and has been inundated ever since with customers happy to pay £10 for a box of 12 doughnuts.
But the opening has caused problems for other shops on the park and for transport bosses as the tailbacks reached the busy city bypass and M8.
A Lothian and Borders police spokesman said yesterday: “We have been made aware of the traffic congestion here and are going to see if there is anything we can do to alleviate it.
“We will be working closely with local businesses in the area with a view to alleviate the traffic.”
The spokesman later added: “The traffic is getting very busy and we are advising motorists to avoid that side of town on their journeys.”
The officers sent to Hermiston Gait managed to mix the serious business of keeping traffic moving with a little pleasure.
One employee of the store rewarded the officers for their hard work with a box of doughnuts. An officer was spotted enjoying a bite before putting the box in the back of his van.
On social media, customers could not hide their excitement.
William Main tweeted: “Just got my Krispy Kreme doughnuts at the new Edinburgh store #lovinglife”
Another fan, Lauren Glynn, tweeted the prices: “£10 for 12 to pick your own or £14.95 or 12 glazed and 12 assorted :)”
Financier Peter Robinson tweeted: “First Krispy Kreme donut from the new Edinburgh store. Mmmm.”
Some customers are even trekking from Glasgow to get their hands on Krispy Kreme doughnuts.
The store, which is the American chains first in Scotland, took a whopping £60,000 in its first day – three times as much as its previous UK record.
But health campaigners have said they are “appalled” at the number of Scots prepared to wait in their cars to buy the snacks.
Tam Fry, for the National Obesity Forum, said the situation in “appalled” him.
He said: “I am actually speechless. If Edinburgh is overweight today then it will certainly be obese by tomorrow.
“I thought after the deep friend mars bar that I had seen the worst, but this is actually unbelievable – that people would go to such lengths to buy doughnuts.”
One serving of a Chocolate Kreme doughnut contains 372 calories and 20g of fat.
UK Nutrition expert Dr Chris Fenn, who consultant on BBC’s Good Food Guide, said the hype surrounding Krispy Kreme doughnuts was “disgusting”.
She said: “I’ll start by admitting I tried one myself when I was in LA airport years ago – but it wasn’t for me.
“You need to remember it’s not just financially expensive, there’s a real cost to your health.
“They are loaded with sugar so about 15 minutes after you eat one you get a phenomenal sugar rush that gets you excited.
“It’s like getting a left-hook from Mike Tyson – you get nauseous, headaches and think ‘I need some sugar to fight this, oh wait, I’ll just get another doughnut’ – and the cycle repeats itself.”
Judith Denby, chief marketing officer at Krispy Kreme, commented: “We’re overwhelmed by the fantastic reception we’ve had to the opening of our first Scottish store in Herminston Gait today and are delighted that customers have braved the cold weather to come out and visit us.
“We have made Edinburgh Police aware of the traffic congestion caused by queuing to park and will continue to monitor it. We’re looking forward to welcoming more customers in for doughnut and coffees tomorrow.”