Krispy Kreme
Krispy Kreme is a global retailer of premium doughnuts and coffee operating company-owned and franchised shops across 40+ countries, plus grocery distribution through Walmart, Target, Sam's Club, Publix, and Kroger, serving individual consumers via its Original Glazed and seasonal product portfolio and a 17M-member loyalty program.
- Company typePublic
- Founded1937
- HeadquartersHouston, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Krispy Kreme does
Krispy Kreme Doughnut Corporation (NASDAQ: DNUT) is a global retailer of premium sweet treats, principally doughnuts and coffee beverages, founded in 1937 in Winston-Salem, North Carolina and headquartered in Charlotte. The company operates company-owned and franchised retail shops, drive-thrus, and digital ordering channels (website and mobile app) in 40+ countries, and distributes packaged products through major grocery and warehouse retailers including Walmart, Target, Sam's Club, Publix, and Kroger. Its core product is the proprietary Original Glazed doughnut, complemented by seasonal limited-time collections (Valentine's Day, Easter, Summer, Fourth of July, Artemis II, etc.), filled and mini doughnut formats, and a coffee/beverage lineup including lattes, frozen chillers, and Ghirardelli hot chocolate. The Krispy Kreme Rewards loyalty program has over 17 million US members with 10 points per $1 spent.
The business operates an asset-light, multi-channel model with four revenue streams: (1) direct retail sales through company-owned and franchised shops, (2) franchise royalties from a global franchise network, (3) retail/grocery distribution via third-party retailers, and (4) loyalty-driven repeat purchases. Technology is centered on the proprietary Hot Light signaling system, traditional doughnut manufacturing, and a digital platform with mobile ordering, digital wallet (My Card), and social/voice ordering integrations. Following its July 2021 SPAC IPO, Krispy Kreme is executing a turnaround strategy built on refranchising transactions (Japan sold to Unison Capital for ~$70M; Western U.S. JV restructured with WKS for ~$90M), geographic expansion (Netherlands entry via Jafa Holding BV; India expansion via Curefoods), and aggressive seasonal product marketing. Net leverage was reduced from 6.7x to 5.5x following refranchising.
Krispy Kreme firmographics
Firmographics- Name
- Krispy Kreme
- Legal name
- Krispy Kreme Doughnut Corporation
- Website
- https://krispykreme.com
- Company type
- Public
- Founded year
- 1937
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Krispy Kreme is a global retailer of premium doughnuts and coffee operating company-owned and franchised shops across 40+ countries, plus grocery distribution through Walmart, Target, Sam's Club, Publix, and Kroger, serving individual consumers via its Original Glazed and seasonal product portfolio and a 17M-member loyalty program.
- Ownership category
- akta.pro rank
Krispy Kreme industry classification
Industry- Product category
- Doughnut & Coffee Retail
- NAICS
- Baked Goods Retailers (445291), Retail Bakeries (311811)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Donut Shops (THAFAGAE)
- akta.pro secondary industries
- Frozen Bakery & Dough Products Wholesale (AFAIAHAD), DTC Bakery & Desserts Delivery (AFAIANAF), Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Krispy Kreme is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Krispy Kreme business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Retail Sales: Company-owned and franchised shop sales of doughnuts and beverages to consumers, both in-store and via digital ordering channels
- Franchise Royalties: Royalties from franchised locations; company is transitioning to asset-light model with increased franchisee ownership
- Retail/Grocery Distribution: Distribution of Krispy Kreme products through third-party retail partners including Walmart, Target, Sam's Club, and Kroger
- Loyalty Program: Krispy Kreme Rewards program generating engagement and repeat purchases; 10 points per $1 spent on qualifying purchases
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Krispy Kreme product offering
Product offeringCore offering
Krispy Kreme manufactures and sells premium sweet treats, anchored by its signature Original Glazed doughnut, through company-owned and franchised retail shops worldwide. The company also distributes its doughnut and coffee products through grocery and warehouse retail partners, a digital ordering platform, and a tiered loyalty program with over 17 million U.S. members.
Product overview
Krispy Kreme is a global doughnut and coffee/beverage retailer operating a chain of shop locations alongside retail distribution in grocery and convenience stores. The product portfolio centers on the signature Original Glazed doughnut complemented by seasonal and limited-time collections (patriotic, summer, spring, Valentine's Day, Easter, holiday), filled doughnuts, cake doughnuts, iced doughnuts, and mini doughnut formats. The beverage lineup includes hot and iced coffees, espresso-based lattes, frozen lattes, chillers, and seasonal specialty drinks. Krispy Kreme offers digital services including a loyalty rewards program (17M+ members), mobile app with online ordering and delivery, catering for events, and fundraising programs for organizations. Products are available in-shop, via drive-thru, for delivery, and through retail packaged formats at third-party retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Krispy Kreme Rewards: Loyalty rewards program with over 17 million U.S. members offering points for purchases redeemable for doughnuts and beverages.
Products and services
- Original Glazed Doughnut
- Summer Seasonal Collection Limited-time summer doughnuts including Key Lime Pie Doughnut, Lemon Bar Doughnut, Cannoli Inspired Doughnut, and Original Glazed Strawberry Cake Doughnut, paired with Watermelon and Mango Infused Lemonade Chillers.
- Fourth of July Collection Limited-time patriotic doughnut collection featuring USA Doughnut, Firework Doughnut, Freedom Ring Doughnut, and Chocolate Iced with Patriotic Sprinkles.
- Spring Seasonal Collection Seasonal doughnut lineup featuring HERSHEY'S Double Chocolate, Strawberries and Kreme, Banana Pudding Doughnut, and Blueberry Cake Doughnut, paired with Cookie Blast Latte.
- Filled Doughnuts Doughnuts with various fillings including Original Glazed Kreme Filled, Raspberry Filled, Chocolate Kreme Filled, Chocolate Custard Filled, New York Cheesecake Filled, and Cinnamon Apple Filled.
- Doughnut Dots Miniature doughnut pieces available in assorted varieties including Original Glazed, Cookie Crumb, Cinnamon, Powdered, and Sprinkled in 10-count and 24-count packs.
- Mini Doughnuts Smaller versions of classic doughnuts including Mini Original Glazed, Mini Chocolate Iced, Mini Chocolate Iced with Sprinkles, and Mini Strawberry Iced with Sprinkles.
- Lattes and Specialty Coffee Hot and iced espresso-based beverages including Lattes, Cappuccino, Americano, Espresso, and specialty variations like Caramel Mocha, Vanilla, and Original Glazed flavored lattes.
- Frozen Lattes Blended iced coffee beverages including Frozen Specialty Latte, Frozen Vanilla, Frozen Caramel, Frozen Mocha, Frozen Caramel Mocha, and Frozen Original Glazed Specialty Latte.
- Chillers Frozen fruit beverages including Strawberry Chiller and Lemonade Chiller, made with real frozen fruit and sweetened with cane sugar.
- Ghirardelli Hot Chocolate Hot chocolate beverage made with Ghirardelli cocoa blended with steamed milk, topped with whipped cream and chocolate drizzle.
- Krispy Kreme Rewards Loyalty program with over 17 million U.S. members offering points-based rewards for qualifying purchases, with 10 points per dollar spent, redeemable for free doughnuts and beverages.
- Catering Catering service for events featuring bulk doughnut orders including specialty dozen bundles for occasions like Fourth of July celebrations.
- Fundraising Fundraising program allowing organizations to sell Krispy Kreme products with digital ordering and pre-sale options.
- Digital Payment My Card Digital payment feature within the app allowing users to load funds for in-store purchases at participating Krispy Kreme locations.
- Mobile Ordering and Delivery Online ordering through the Krispy Kreme website and mobile app for in-shop pickup and delivery services.
Companies that use Krispy Kreme
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Krispy Kreme technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Krispy Kreme partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, major and core.
- CP67 Mall (Chandigarh)minorNew Krispy Kreme store opening at CP67 Mall in Chandigarh, marking debut in the city and first major expansion in North India outside Delhi NCR.
- LancewoodminorSouth African limited-edition collaboration featuring Doughnuts Trio Box and Granadilla Cheesecake Chiller. Combines Lancewood's dairy products with Krispy Kreme's dessert appeal.
- Milk BarmajorFirst-ever partnership launching three doughnut flavors inspired by Milk Bar classics: Birthday Cake, Milk Bar Pie, and Compost Cookie. Developed with founder and James Beard Award-winning pastry chef Christina Tosi.
- WKS Restaurant GroupcoreWestern U.S. joint venture restructuring where WKS increased its stake from 45% to 80%, adding 23 company-operated locations in California and Hawaii. Transaction valued at approximately $90 million with ~$50 million cash paid to Krispy Kreme.
- OREO (Mondelez International)majorLimited-time doughnut collection featuring Golden OREO, Chocolate OREO Dream, and OREO Cookies & Kreme varieties. Expansion of existing cookie-meets-doughnuts collaboration.
- PublixmajorStrategic retail partnership for distribution of Krispy Kreme products in Publix grocery stores.
- Sam's ClubmajorRetail warehouse partnership for Krispy Kreme product distribution through Sam's Club locations.
- TargetmajorRetail partnership for Krispy Kreme product distribution at Target stores.
Scale indicators13 records
Recent moves9 records
Expansion highlights6 records
Krispy Kreme competitors and assessment
Company assessmentDirect peers
- Insomnia Cookies: Late-night specialty cookie and dessert delivery brand acquired by Krispy Kreme in 2018. Comparable premium sweet-treat positioning, late-night occasion focus, and direct-to-consumer digital ordering infrastructure.
- Dunkin': Largest direct competitor in the U.S. donut and coffee QSR category, owned by Inspire Brands. Operates a heavily franchised U.S. footprint with comparable breakfast/snack occasion focus and a strong digital loyalty program.
- Tim Hortons: Iconic Canadian-origin donut and coffee chain with comparable yeast and cake donut assortment. Operates a heavily franchised international model similar to Krispy Kreme's asset-light ambitions.
- Shipley Do-Nuts: U.S. donut franchise chain specializing in fresh, made-from-scratch donuts across the South and Southwest. Closely comparable on core product, price point, and franchise-led growth model.
- Cinnabon: Specialty sweet-bakery chain owned by GoTo Foods (formerly Focus Brands). Directly comparable premium impulse-treat brand, mall and travel-plaza distribution, and limited-time flavor innovation cadence.
- Auntie Anne's: Specialty baked-goods franchise under GoTo Foods, focused on soft pretzels in mall and travel-plaza locations. Comparable franchise model, impulse-occasion positioning, and adjacency in the handheld sweet/savory snack category.
- Baskin-Robbins: Global ice cream and frozen dessert specialty chain, also under Inspire Brands. Comparable impulse-treat positioning, predominantly franchised global footprint, and frequent limited-time flavor launches tied to events.
- Daylight Donuts: U.S. donut franchise chain with regional Midwest concentration and comparable made-fresh positioning. Closely aligned on store format, franchise economics, and product mix.
Broad incumbents
- Starbucks: Global coffee and snack incumbent whose breakfast/snack menu increasingly includes bakery items and competes with Krispy Kreme for morning sweet-treat occasions. Relevant as a much larger incumbent with overlapping digital loyalty scale.
Emerging players
- Voodoo Doughnut: Cult specialty donut brand with strong novelty and limited-time flavor identity. Comparable on premium-impulse positioning, event-driven marketing, and social-media-driven consumer engagement among younger demographics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Krispy Kreme social profiles
Digital presenceKrispy Kreme compliance and trust
Trust signalCompliance2 records
Krispy Kreme financial estimates
Financial estimateRevenue estimate
Valuation estimate
Krispy Kreme leadership team
Management profileNumber of profiles
Profiles7 records
Krispy Kreme subsidiaries and ownership
Company hierarchySubsidiaries3 records
Krispy Kreme funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Krispy Kreme M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Krispy Kreme
What does Krispy Kreme do?
Krispy Kreme manufactures and sells premium sweet treats, anchored by its signature Original Glazed doughnut, through company-owned and franchised retail shops worldwide. The company also distributes its doughnut and coffee products through grocery and warehouse retail partners, a digital ordering platform, and a tiered loyalty program with over 17 million U.S. members.
Is Krispy Kreme a public or private company?
Krispy Kreme is a public company. It is classified as public and is currently operating.
When was Krispy Kreme founded?
Krispy Kreme was founded in 1937. It employs 5,001 to 10,000 people.
Where is Krispy Kreme based?
Krispy Kreme is headquartered in Houston, United States, in the North America region.
How does Krispy Kreme make money?
Four revenue lines are on record. Direct Retail Sales are the primary driver. The others are franchise Royalties, retail/Grocery Distribution and loyalty Program.
Who are Krispy Kreme's main competitors?
Direct peers on record are Insomnia Cookies, Dunkin', Tim Hortons, Shipley Do-Nuts, Cinnabon, Auntie Anne's, Baskin-Robbins and Daylight Donuts. Starbucks is listed as a broad incumbent. Voodoo Doughnut is listed as an emerging player.
Does Krispy Kreme have an API?
No public API is recorded for Krispy Kreme.
What industry is Krispy Kreme in?
Krispy Kreme's product category is Doughnut & Coffee Retail. Its primary akta.pro industry code is THAFAGAE, Donut Shops, with a secondary code of AFAIAHAD, Frozen Bakery & Dough Products Wholesale. Its NAICS code is 445291 and its SIC code is 2050.