'Racist' Krispy Kreme violating NZ law - Philippines Ambassador

The Philippines Ambassador to New Zealand warns Krispy Kreme has broken the law by engaging in "racial profiling".

Ambassador Jesus Domingo says the doughnut chain has violated the Human Rights Act after turning away a Filipina woman on its opening day.

"There is a violation of New Zealand law, the Human Rights Act," he told RadioLIVE on Thursday.

"Generally, public establishments cannot discriminate on the basis of nationality, residency or race."

On Wednesday, Krispy Kreme launched a competition at its new south Auckland store where the first 100 people were given a free box of doughnuts.

But the woman was turned away from the line because she wasn't a New Zealand citizen - and only Kiwis were eligible to win prizes.

Ambassador Domingo has compared Krispy Kreme to the KKK, and says the case is "heartbreaking".

"How did they determine who is eligible?" he asks.

"Did they look at the IDs or credentials of everybody else? No. Only the Filipina and three other people apparently were singled out.

"The question is, why only them? Because they really didn't look Kiwi?"

Krispy Kreme Australia and New Zealand CEO Andrew McGuigan has apologised to the woman.

"We are disappointed to have caused any upset with our New Zealand Grand Opening competition. We would like to apologise to the individuals involved," he says.

"We understand New Zealand has a wonderful and diverse population. In hindsight, it was a lapse in judgement to apply our standard T&Cs."

Ambassador Domingo says he wants Krispy Kreme to take "appropriate action and restitution", and he hopes this never happens again.