106 Miles to Chicago

Overexposed Donut

Jason over at Signal vs. Noise talks about how Krispy Kreme has become a dud lately and it's more than just Atkins.

I think that's a big part of it. By putting their prepackaged donuts in supermarkets, airports, and convenience stores, they've really hurt their brand. They're unable to control the experience anymore. Anyone who's been to a KK store knows the magic is in the hot donut. But, when they are prepackaged and left to sit on a supermarket display they just lose their luster. And that definitely hurts their brand. The "DAMN these are good donuts" response turns to "Umm, I remember these being better." And that's not the response you want.