Krispy Kreme enjoying growth and ghosts this fall season

Krispy Kreme enjoying growth and ghosts this fall season

Krispy Kreme came to the brink of dissolution in 2009, and many analysts predicted the donut shop was headed for a bitter ending. The franchise has since righted itself, increasing annual revenues by 8 times the money made in 2009, according to Yahoo! Finance. The donut industry has also rebounded in general, as more Americans are spending their extra cash on tasty treats and sweet snacks. In fact, the American Institute of Baking reports that the top 10 donut brands recovered $60 million in lost annual revenue in 2011 alone. Krispy Kreme has been a huge beneficiary of the second coming of the donut, and the franchise hopes to leverage that momentum going forward.

A positive quarter
The Wall Street Journal reports that Krispy Kreme had a productive second quarter in 2014, enjoying a quarterly earnings increase of over 20 percent. The franchise also made a larger profit ($5.8 million) compared to last year ($4.7 million) over the same time period. Another notable statistic to mention is the fact that revenues in stores open longer than 18 months increased by nearly 3 percent, demonstrating growth potential for Krispy Kreme's current units. Much of this growth was driven by new efforts to capitalize on the Krispy Kreme brand, including a new bottled iced coffee product sold at Wal-Mart. Krispy Kreme CEO Anthony Thompson promises that the new coffee beverages "only scratched the surface" of ways that the donut shop can leverage its brand to boost sales.

Potential for growth
Krispy Kreme has recently focused its energy on bringing its brand to new customers by opening additional franchise stores across the country. For instance, Market Watch recent reported that the donut franchise recently signed an agreement that will bring 20 new Krispy Kreme stores to states along the East Coast. New locations for Krispy Kreme stores will include Virginia, Maryland and Washington, D.C. The donut shop is also making progress in the Southwest. Bakersfield Now reports that Krispy Kreme will be making a return to Bakersfield, California in the coming year. Donut lovers in San Antonio, Texas are also in luck. The San Antonio Express-News reports that a new Krispy Kreme will be opening its doors in San Antonio by next spring.

October offerings
The "Ghostbusters" films have recently been announced, and Krispy Kreme and Sony Pictures are celebrating the 30th anniversary of the film with a holiday-themed limited time offer. Stores will carry two new donuts, both based on the comedy series' most popular villains, according to The Courier-Journal. A green "splat" donut evokes memories of lovable prankster ghost Slimer, and the terrifyingly adorable Stay Puft Marshmallow Man's face has been recreated as a delicious icing. A donut featuring the classic "Ghostbusters" logo will also be available. Each of these donuts is available at Krispy Kreme stores across the country until the end of October.