Ice Kreme Cult?

Krispy Kreme used to be a cult.

A doughnut cult phenomenon. We lined up for hours before a store opening. We wore hats. We bought dozens and dozens of those hot, glazed, gorgeous donuts.

Then, something changed. It wasn't so special anymore. We stopped going and Krispy Kreme did little to change.

Now they have a solution.

Ice Kreme.

Ice Kreme?

Instead of taking advantage of the ever growing breakfast business......you're selling Ice Kreme? I thought the problem was that people thought your doughnuts were full of fat? Oooooh so instead of changing your products to be healthy and offer more variety you plan to expand to the dessert business! Makes sense to me.

Here is a perfect example of another restaurant scrambling to define themselves in the ever changing market. The solution is to focus on what you know best, not waddle into a brand new product offering.

While it might not make sense for Krispy Kreme, that Doughnut Sundae does look good....