As many consumers feel the pressure of rising prices, Krispy Kreme is doubling down on its most popular and affordable product—Original Glazed Doughnuts. CEO Josh Charlesworth emphasized that these doughnuts are not only the brand’s most beloved item but also a key part of its strategy to provide value to customers.
The doughnut chain plans to offer discounts for purchases of two or more dozen, aiming to attract large families and group buyers. These promotions will coincide with events like National Doughnut Day, set for June 6, to create more excitement and drive demand.
“We’re focusing on bringing value, especially to large families or gatherings that might buy more than a dozen,” Charlesworth said during the company’s Q4 earnings call. “The Original Glazed is the easiest doughnut we make. It’s the foundation of our brand and accounts for more than half of our sales. It also provides the highest margin. This product not only differentiates us from competitors but is crucial for our sustainable growth across all our channels.”
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