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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?
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If you've driven anywhere in America, you've probably seen the neon
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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
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like so much pastry dough to stand out from its competitors. Today, we're digging you through the piping hot rise of Krispy Kreme
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Back in 1937, a young man from Winston-Salem, North Carolina, named Vernon Rudolph
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acquired a secret yeast-raised dough recipe from a mysterious French chef in New Orleans
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But like most great origin stories, it doesn't totally hold up under scrutiny
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Years later, Rudolph's grandson Carver claimed the recipe came from a cook named Joseph G. LeBeouf in Louisville, Kentucky
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His initial plan was to sell freshly baked donuts to local grocery stores
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But what happened next was totally unexpected. The smell of the hot, sugary donuts drew in passerbys, who couldn't resist the delicious aroma
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He cut a hole in the side of a shop to sell the donuts directly to customers on the sidewalk
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Cutting out the middleman allowed people to experience the warm, fresh donuts immediately
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As the years went by, Rudolph continued to expand his business. In the 1950s, he introduced a standardized dry donut mix to ensure that every donut, no matter where it was made, tasted just as fresh and delicious as the first one
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He also collaborated with engineers to develop specialized equipment that automated much of the donut making process allowing him to streamline production while maintaining the same high donuts customers had come to love The 1960s were
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a significant turning point for the company. As Krispy Kreme expanded beyond North Carolina
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Rudolph standardized the store's design, featuring the iconic green tile roofs that would come to
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define the brand. Over the years, Krispy Kreme has experimented with expanding its menu beyond
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donuts. But not all attempts have been successful. Some of the most notable flops include Cool Cream
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Ice Cream, introduced to increase afternoon sales with soft serve ice cream, sundaes, and milkshakes
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but ultimately removed due to logistical challenges. The whole wheat glazed donut failed
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as a healthier alternative because it contained nearly as much sugar and fat as the original
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The company also briefly experimented with Krispy Kreme Pizza in the 1960s
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though little documentation remains, suggesting it was quickly abandoned. Other failed items include the Texas Pete hot sauce donut
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which sounds like a prank and never made it past limited testing, donut shakes, a blended donut beverage that deserved to perform better than it did
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and scoop sandwiches, donut-based ice cream sandwiches that never expanded beyond test markets
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The COVID-19 pandemic posed significant challenges for the food industry, but Krispy Kreme adapted through creative marketing
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One of its most notable initiatives was its vaccination incentive program, launched in 2021
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Customers who showed proof of COVID-19 vaccination could receive a free original glazed donut daily for the remainder of the year
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