Any announcement from the donut dons at Krispy Kreme is obviously exciting. Though attempting to stuff every sweet ingredient under the sun into pastry occasionally has its drawbacks, their continued dominance just goes to show that they have more hits than misses. Now however, for the first time in their history, the gods of glaze are venturing into totally uncharted territory, ditching donuts for dairy. Fasten your seatbelts. This summer just stepped up.
According to an official company release, Krispy Kreme’s first fully redesigned store in over a decade is set to open in Concord, North Carolina. The new operation will supplement the brand’s staple donuts, offering customers a selection of treats ranging from milkshakes to Krispy Kreme ice cream sandwiches, all inside a state-of-the-art restaurant setting. It’s enough to set any mouth watering.
In an official statement, Krispy Kreme's North American president, Andy Skehan, said that, “This new shop experience honors the heritage of Krispy Kreme while at the same time acknowledging and addressing the rising expectations of our customers," adding, "From our time-tested process of producing the world's most loved doughnuts to our new Original Glazed Doughnut infused ice cream, we're very excited for what the future holds."
Items featured on the newly expanded menu include shakes topped with mini ringed donuts, customisable donut creations and the option for online ordering, pick-up, delivery and special parking. It certainly a far cry from the sticky street stalls that are in many areas synonymous with arguably the world’s most famous donut producer.
While the new North Carolina store is undoubtedly an exciting innovation, it’s actually part of a much wider strategy for the business. Business Insider report that the company are planning to “remodel” locations across the country, as well as open an additional 45 new shops in the United States alone by the end of 2020. Even if the idea of Krispy Kreme ice cream sandwiches inexplicably don’t float your boat, it’s hard to not get even a little excited at the prospect of so many new donuts on the high street.