How Krispy Kreme Went From Half-Baked To Hot Now

Overview

If you’ve driven anywhere in America, you’ve probably seen the neon “Hot Now!” signs hanging in the window of every Krispy Kreme. The chain is famous for its hot glazed donuts, a niche it rolled out for itself like so much pastry dough to stand out from its competitors. How did the once-struggling chain rise up to challenge Dunkin?