Krispy Kreme - The Rise and Fall...And Rise Again

Everyone seems to love Krispy Kreme doughnuts, yet they've still had their struggles. A quick rise in the early 2000's was followed by a quick fall. A fall so significant, it could have easily ended the company all together. Although they've yet to return to their former heights, they have made an impressive recovery. This video tries to make sense of all of it.

Company Declines:
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[djohns]

Krispy Kreme is the best. I used to live in Hawaii. The only one is on Maui. People would fly from Oahu to Maui, buy a bunch of donuts, and then try to flip them on the street in Oahu.

[pkkingcrimsonrequiem]

I think the decline of GameStop would be an interesting video.

[Montyandrew]

As I have learned from my classes for my Marketing Degree, one of the biggest reasons Krispy Kreme's started to fail was they forgot who they were. Not only the huge expansion across the country in a short time, but the in store boxed up donuts. As you stated in your video, their key seller is the hot and fresh donuts in the store. By making their products appear in grocery stores, gas stations and mini marts, they lost the sense of wonder and a lot of their taste. The recipe was made to be hot and fresh from their stores, not from the grocery store

[Andyjpro]

Seeing the Krispy Kreme machinery as a little kid probably is the 1# reason I became an engineer.

[filmgirlLisa]

I shouldn't have watched this one. Now I want a Krispy Kreme with no way to easily get one.

[JustinY.]

Well, their donuts are pretty damn delicious.
But also, could you please do a video on the decline of yahoo? It'd be cool to see their immense rise and subsequent downfall.

[irvanmm]

If you’ve never had a fresh, warm KK donut obtained when the light is on, you’ve never had a donut.

[thundageon]

I remember every Saturday, me and my dad went to morning prayer at 5AM. We once stayed at the mosque for a while to read the Quran. Later then we left and got Krispy Kreme donuts at 6AM. One of the best memories period .

[jagejg]

I’m drooling just watching this. I took my friend from Finland to In-n-out and then Krispy-Kreme. He cried and couldn’t stop smiling while eating the donuts!

[jackkelly]

When Krispy Kreme opened up in Ireland everybody went mad, they had to close the 24 hour drive-thru because they kept waking people up, it took like an hour to get one

[Fenryk]

Rise...Fall...Rise...that's just how yeast works, yo.

[thekid]

I think the problem is that not that many Americans want a donut everyday. Where as Dunkin’ Donuts also serves coffee which is a massive boost in sales and while the coffee drinkers are swinging by they grab a doughnut or breakfast sandwich. Krispy crème seems to have very limited attraction because of the very small menu

[peterbaskind]

Fresh Krispy Kreme is the food of the gods. The experience is beyond description. They literally melt in your mouth. You have eaten a half dozen before you even notice.

Pre-made, grocery store Krispy Kreme? Worthy only of a garbage disposal. THEY MUST BE FRESH.

[johnfrantz]

I think the reason dunkin is much more popular than Krispy Kreme is the fact that dunkin puts a bigger focus on coffee, more people drink coffee than eat donuts.

[TahtahmesDiary]

I went in Krispy Kreme once as a kid and it was for sure an experience. The air is sweet and thick, watching the donuts be made on the machine was captivating, and the donuts were so hot and buttery and sweet. Definitely a good experience for someone who loves sweets or donuts.

[ahmadking]

Being that i work there its a very complicated process to make them being your measuring yeast water and instant yeast. But once you learn the process youll love how much work you put into it also it becomes a code being only certain people know how to make them

[CoolChris]

They're fantastic when you get them at a location. If you buy them from a store in a box the flavor isn't the same. What happens when you buy them in boxes is the lack of oxygen inside the box. This prevents the glaze from drying and making the product soggy. At a store location the glaze dries over the donut which creates a barrier to prevent air from drying the dough. Keeping it from getting soggy and preserving that nice fluffy dough texture. If you're going to try a Krispy Kreme donut for the first time do not get it from a box. Go to a location.

[kevmack]

They opened up 6 locations in the Greater Toronto area after the 1st location did so well then ended up closing all 6 within 2 years. Still, only one location left.

[andyminaya]

You depicted my experience with Krispy Kreme so well. They’re always at the supermarket so I pass up on going to their locations, but then I also tend to not get it at the supermarket cause it’s not as appetizing once I’m there lol you can’t get Dunkin’ Donuts outside of their locations, so you gotta go there for that. That would help sales I believe

[theunemployedyouth]

I’ve had both Krispy Kreme and Dunkin’ Donuts. You go to Dunkin’ Donuts to have a quick, okay breakfast, but you go to Krispy Kreme to have some damn good donuts. The donuts at DD are not as good. They may have more variety for what they offer. But something about KK, the experience, the donuts being glazed, the friendly workers(at least at mine), the 50s aesthetic, the memories I’ve had there with my family. All that combined makes me like KK more, and yes I may be biased, but they offer a unique experience, with a unique product, no other place makes donuts like that. Now I was excited when we got a DD, but it’s honestly not as good as everyone said it was, at least in my opinion, I was disappointed. Any store or shop can make donuts, but most taste the same, if you want a unique experience with great donuts, I’d recommend KK, hands down.