After ill-advised over-expansion and a really ill-advised accounting scandal, Krispy Kreme is rebounding. Business Week reports that last month, the donut purveyor posted its best quarterly profit since 2004. Now it's got its sights on the likes of Starbucks and Dunkin Donuts.
How's it going to go after those who would monopolize American morning food and beverage consumption? It's offering healthier fare like oatmeal, yogurt, and fruit juice! Um, it's about time?
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I may be wrong, but I've always gone under the assumption that the person who craves Krispy Kreme would not be the same person who goes there and ultimately decides, “No, I'm going to get the oatmeal instead.” But then, perhaps there really are people who read Playboy for the articles.
Also planned in the coming year: the addition of premium coffee and lattes, which makes more sense. They're also growing again. This time they're eschewing the old “factory” store models for smaller neighborhood shops about half the size and located in strategic high-traffic locations like shopping centers and college campuses. On the latter, they would not be ill-advised to ramp up donut production after midnight, if you know what I mean.
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Before becoming an award-winning restaurant critic for OC Weekly in 2007, Edwin Goei went by the alias “elmomonster” on his blog Monster Munching, in which he once wrote a whole review in haiku.