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Krispy Kreme's New Plan: Smaller Stores and Soft-Serve

Krispy Kreme's New Plan: Smaller Stores and Soft-Serve


After three years of floundering sales, Krispy Kreme has unveiled a new business plan. The doughnut chain famous for its hot-off-the-line, melt-in-your-mouth glazed doughnuts will roll out its own brand of soft-serve ice cream, Kool Kreme. The company also plans to open smaller-sized stores and expand its overseas market share.

Later this year the Winston-Salem, NC-based company plans to open smaller, less costly stores. Shops continue to open, with new franchises outside the United States, in Puerto Rico and Australia.

Kool Kreme has already been tested in markets such as such as Tacoma, WA, and will feature flavors such as Very Vanilla and Deep Chocolate, along with a toppings bar. Krispy Kreme is clearly trying to capitalize on the growing trend of frozen yogurt stores such as Pinkberry and Tasti-D-Lite, but I can't help but think that this move comes a year or two too late, as big cities have already become oversaturated with frozen dessert options. Will you try the latest offering from Krispy Kreme?

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