Sugar might be falling out of favor, but it’s the centerpiece of a makeover of Krispy Kreme that includes a new menu and its first store redesign in a decade.
The doughnut company, founded 82 years ago, debuted a new location Tuesday in North Carolina that showcases Krispy Kreme’s new, extra-sweet menu. It features concoctions like doughnut-infused ice cream, milkshakes and a customizable toppings bar for the glazed doughnuts.
The makeover follows rival Dunkin’s debut of a modernized store and new menu items, like breakfast bowls, in a bid to attract more people. The expansion has worked and sales jumped 2.4% for the first quarter of this year.