Krispy Kreme's signature glazed doughnuts may be best hot, but its sales have been anything but in recent years. Now the chain is hoping that going cold - with its new soft-serve ice cream - will be the catalyst it needs.
The company has been trying to revive its sales for nearly three years, amid a health craze that made its glazed doughnuts an indulgence that many just couldn't stomach.
Now industry watchers say Krispy Kreme Doughnuts' latest turnaround plan - which includes launching the new ice cream as well as opening smaller stores and expanding overseas - still may not be enough to help the chain climb out of its hole.
"They're trying to reposition themselves as more of a treat concept" that offers consumers desserts and indulgences, said Bob Goldin, executive vice president at food industry research firm Technomic. But "it'll be hard to argue it's a growth business" given trends toward eating healthier, he said.
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Source - USATODAY
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