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How Krispy Kreme Plans to Sell Even More Glazed Doughnuts

How Krispy Kreme Plans to Sell Even More Glazed Doughnuts
Photograph by Evan Sung

Given the slightly addictive nature of a hot glazed donut right off the Krispy Kreme conveyor belt, it’s remarkable that so many people still buy them cold, in a box, at the supermarket. Between one-half and one-quarter of the company’s revenue comes from sales to supermarkets and convenience stores. It’s looking to change that, starting with 157 more U.S. stores by 2017, up from 243 right now.

To do so, it is changing its strategy. As of now, its existing stores sell donuts retail and wholesale. Some of its new stores, which will be smaller and cheaper to build and operate, will sell only retail.