Krispy Kreme Doughnuts

During the 1990s and early 2000s, Southern glazed donut chain Krispy Kreme was on an expansion tear, multiplying restaurants rapidly across the United States from its North Carolina roots. New locations became local sensations as its famous neon “hot doughnuts now” signs and drive-thrus attracted massive lines of people – including fans from miles away, and new converts who quickly became proud advocates for the hot melt-in-mouth sugary glazed treats. A wave of blowback followed soon thereafter, as overexpansion, low-carb diets, and changing preferences began impacting sales and growth prospects.

Today, as donut styles and chains have diversified, Krispy Kreme’s name is permanently associated with overly sweet and particularly unhealthy indulgences. Going back and trying their donuts recently, we were struck by how one-note sugary and inartfully decorated everything was, down to key lime pie donuts that tasted like concentrated limeade, and beach-themed piña colada donuts that looked like they were designed by grade schoolers. Even so, no local donut place has yet replicated the experience of a still-hot original Krispy Kreme fresh off the glazing line, magically dissolving its sugars, dough, and oils on your tongue.