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Ovation: Krispy Kreme Doughnuts Adds Coffee and Healthy Items To New Menu.

06/27/2011

krispy-kreme-donutsFor almost 75 years, Krispy Kreme Doughnuts has gained a fanatical following with one signature product … a sinfully sugar-glazed doughnut that is served warm.

In 1937, the company’s founder bought a yeast-raised doughnut recipe from a New Orleans chef and opened a factory in North Carolina.  Soon thereafter, doughnuts were sold in “factory stores” where customers could watch the hot treats bounce along conveyor belts.  The business thrived and, in the 1980s, the company began to open stores across the southern United States.  By the late 1990s, the Krispy Kreme doughnut had become a bit of a cultural icon.  Unfortunately, overly enthusiastic expansion, the growing popularity of carbohydrate-free diets and an internal accounting scandal  forced the company to close half of its then 390 stores.  In 2008, under new management, the company began to thrive once again as they moved away from their traditional factory stores and into smaller, more accessible, stores.  These smaller stores, many with drive-thru windows, could be located in busy traffic areas, shopping centers and college campuses.

Krispy Kreme has been very generous in offering their doughnuts to non-profit and other groups at a reduced price, which are then resold for full retail price (or slightly higher) as fundraisers for many groups within the communities that they serve.  Selling fresh doughnuts or gift certificates in high-traffic areas such as shopping centers or community festivals can generate significant amounts of money for any cause.

In September, Krispy Kreme will be making several changes to their product line in an effort to keep pace with their competition.  The new menu will include healthy items like yogurt and fruit juice as well as specialty coffees, which are much more profitable than donuts, beginning with signature blends and eventually to include  espressos and lattes.  Hopefully, this will make the Krispy Kreme brand more competitive with the likes of Duncan Donuts and Starbucks.  We’ll have to wait and see.

I certainly hope that their experiment with more healthy foods doesn’t in any way diminish the quality of their signature donoughts.  There’s nothing else like them!

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From → Ovations

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