11/21/2007

After a decade that saw Krispy Kreme grow from a Southeast staple to a national chain with 400 stores worldwide, the company is planning some menu changes to keep pace with the competition. In addition to introducing seasonally shaped doughnuts, Krispy Kreme is adding ice cream, frozen drinks and other menu items. "We compete with a lot of different concepts," said Stan Parker, senior vice president of marketing. "In the morning, we're competing against the other doughnut and breakfast retailers, but in the evening the usage changes to more dessert or treat, and there we compete with ice cream, frozen yogurt, those types of menu items."

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